Beyond Logos – How to Give Your Brand an Identity

By Monday, June 30, 2014 0 No tags Permalink

The marketplace is flooded with options for consumers. Especially for web-based purchases, sites like Ebay and Amazon are go-to outlets to buy nearly everything imaginable. That’s why now more than ever, the need to make your business stand out is crucial to staying competitive in the current marketplace.

One of the most important and effective ways to create a memorable and lasting impression on consumers is to create a brand identity. Often times, consulting with a professional who specialises in the unique niche of marketing, such as 4040 Creative, can pay off in spades.

Personality

The intention of branding is to be recognised and remembered. Before you can start down the road to
developing a brand, you need to have a clear and concise idea of what your brand is going to be known for and how the link between a product and your business is going to be created in people’s minds.

What you are striving for is for your brand to become synonymous with your product. Such is the power of marketing that even if a product isn’t the best quality of value on the market, a successful branding campaign can make it number one.

Think about the personality of your business and select elements that representative what you stand for and the attitude of your product. Things like text fonts, logos and colour schemes all play an integral role in creating an identity for your brand.

What emotions do you want to evoke? Where does your brand land? Is it serious and straight-laced? Light-hearted and funny? Soft and caring? These are considerations when creating an identity.

Audience

So you figured out who you are and what your brand stands for. When creating an identity and marketing the business, you are basically reaching out and speaking to people, telling them that they should be interested in your brand and buying your product.

Knowing who you expect to be communicating with should provide a considerable influence on what you say to them and how you say it. Who is your audience? Are they young, old, men or women? Do they work in an office all day, out on a boat, or in a classroom? Are they strapped for cash or have money to spend? Do they live in the city or out in the bush? Is your product tangible? Is it a necessity or a luxury? Do they have other choices for the same product and why would they choose yours instead?

To create a brand that appeals to market, you have to know who they are and how they think. Surveys can be an effective way to get that information first hand. When you can determine the demographic of your potential customers, you can speak directly to them. You can be specific and tell them what they want to hear.

Creating an identity for your brand is one of the most important aspects of getting your business off the ground. Do you have any tips to share? What do you think about brand identity? Share your thoughts by commenting below.

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