What is brand identity and how to create it What is brand identity and how to...

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What comes to mind when you think of one of the global brands – like Nike, Starbucks, IKEA or Apple? We’re sure it’s a lot of things: the logo, the fonts, a certain color palette, iconic commercials, catchy slogans and even the tone in which a particular company communicates with its audience. A good company simply becomes legendary when it is impossible to confuse it with its competitors. And to achieve this, it is necessary to build a strong brand identity. In this article, we will tell you what brand identity is, why even a start-up business needs it, and how to create it from scratch in just a few steps. What is brand identity Brand identity is a combination of brand values, communication style, and visual and emotional characteristics. It is the essence, the core of the company; what makes the brand different from others. For example, the visual part of Coca-Cola's identity includes bright red, the signature ornate font, and even the shape of the bottles. And the emotional part includes the unique feeling of summer and youth, a trip to the sea with friends by car, a campfire and dancing on the beach, and that feeling when you take the first sip of an ice-cold drink in the heat.
All these associations are not accidental: Coca-Cola has spent decades and millions of dollars so that we perceive it in this way. The values, appearance, and associations of the brand can be anything - the main thing is that they are powerful and unambiguous. For example, Gucci and Disney are Buy Email Database List  extremely different from each other - but they have equally strong identities. It is also important to understand the difference between brand identity and brand image: Brand identity is how you want to be perceived by your audience. It includes your logo, tagline, tone of voice, color palette, values, and more. Brand image is how the audience actually perceives you. It is built from the brand reputation, level of trust, first impression and emotions that the company evokes. A sign of good branding is a situation where the brand's identity matches its image. Why is brand identity important? A strong brand identity sets a business apart from others and helps the customer establish an emotional connection with the company. In the long term, this leads to a growing loyal audience and deeper customer engagement in the brand's marketing activities.



How to Create a Brand Identity Creating a brand identity takes time, effort, and creative resources. To make the process easier, we’ve written a step-by-step guide. Give your brand a personality Create brand attributes Create a brand book Expand your brand presence 1. Give your brand a personality Tell your story What inspired you to create the brand? What do you want to achieve? How do the company’s products and services benefit customers? A well-thought-out backstory will help the customer better understand the brand and establish a closer emotional connection with it. Write down your core values ​​A clear value system is important for any brand - it defines the corporate culture, adds integrity to the business and shows the client that you are interested in more than just money. Every company should have a specific goal - be it the production of high-quality products, a high level of service or the popularization of eco-friendly consumption. What is brand identity and how to create it Find your brand's place in the market Make sure your business model has enough chances to succeed and stand out from the competition. To do this, conduct a SWOT analysis: Strengths: What are your advantages over your competitors? Weaknesses: What are your weaknesses compared to your competitors? Opportunities: What external factors will help your brand succeed? Threats (Threats) - What external factors can complicate the achievement of the goal? Define your target audience Create a portrait of a potential buyer - age, gender, profession, social status and other important indicators. This will determine what external attributes and tone of communication you choose for the brand.