Brand Identity is a set of characteristics that distinguish a company from others. The brand identity consists of visual and emotional components that shape customers' perception of the company. Creating a unique identity is crucial for businesses as it greatly affects recognition in the market and customer loyalty.
When getting to know a brand, the first thing customers notice is the visual components, which are referred to as the identity. These elements catch customers' attention immediately and will continue to be in their field of vision. Therefore, creating a brand identity should start with the development of visual elements. To do this, you need to choose:
- name — customers' contact with the brand starts with learning the name, so it should be easy to remember and be memorable after the first reading. This is important because the brand name is used in all marketing activities, and the audience should understand who the brand is at first glance;
- logo — as the business grows, the logo can become the company's trademark and tell more about it than dozens of words. Customers only need to see one logo to understand who the brand is;
- brand colors — every established brand has a set of colors that they consistently use in their work. These colors can be seen on the website, in emails, and in advertising, and will be strongly associated with the brand;
- font — every detail matters for the brand identity, so even the font should be chosen to match the other elements.
In addition to visual elements, emotional connection with customers is important in creating brand identity. To achieve this, a company must introduce its values to the audience and make sure they resonate with them. To do this, the company needs to define:
- values — describe the company's position and views, for example, its approach to environmentally-friendly production;
- tone — decide on the style in which you will communicate with the audience, for example, whether you will adopt a formal or informal tone;
- unique selling proposition — understand what makes your offer special and different from what others provide, and transform it into a USP.
Once all the components of the brand identity have been identified, they can be compiled in a brand book. The brand book will describe your identity concept and provide instructions on how to apply all the elements.