Brand identity establishes a distinctive image of the company in the public eye. It indicates the visual aspects of a company, like identifiable color, logo, tagline, and even font.
However, in modern marketing, along with visual elements, brand identity also involves maintaining non-visual elements like tonality and language while creating content on any platform.
In simple terms, presenting a brand identity means all the elements that a company uses to create a long-lasting impression on its customers. It is what makes you instantly recognisable.
With the number of competitors arising in every industry, it has become more important than ever to stand out.
So What Is The Purpose Of A Brand Identity?
Before mapping out strategies on how to present a brand identity, you need to first understand who you are as a company. What are the end goals, what is the company's overall mission, and how will the brand identity help you achieve the mission?
These are a few questions that need to be answered to get a coherent idea about the purpose of a brand identity that is long-lasting. So here are a few elements of creating and presenting a brand identity.
Brand Recognition
Brand recognition is how you are seen by the market and your audience. With a consistent branding and identity design, you can carve out a space for yourself that sets you apart from your competitors. In addition, a unique identity can sustain over generations. For example - Coca-cola's brand has stayed the same for years - it is easily recognisable, and most people have childhood memories associated with the beverage.
Brand Uniqueness
What is it that sets you apart from your competitors? What is your USP? And how can you prioritize and elevate your distinctive edge in the market? Make noise around your unique aspect and bring that to the forefront of your brand.
After all, if your services or products are the same as every other brand in the market, how are you going to ensure that your customers choose you?
Brand Personality
A brand is not just visual. It also has many non-visual elements—chief amongst them is brand personality. A brand personality is nothing but the human element that can be associated with the brand. With social media platforms becoming vital for any brand's survival, making your voice heard above the existing noise is essential.
It is the tone and language you use to interact with your audience that builds up your personality. Depending on the target customers, you can create a personality they would be receptive to. For example, you can convey youth and excitement if your audience is of a younger demographic. However, if you primarily have an elderly audience, you can try to convey a more stable and steady tone.
It is not enough to create a brand identity - you also need to sustain it and know how to present that brand identity effectively. This can be achieved with innovation.
How To Inspire A Culture Of Innovation Through Branding?
Innovation is how a company can stay ahead of its competitors. Innovation means identifying ways and means to reduce the use of time, money and other resources without compromising on the quality of your product.
Being stagnant and following the same operations dulls the innovative spark needed to sustain your brand identity. Sustaining your brand identity through innovation is not an easy task. You need to create a culture of innovation that includes not only the top-tier decision makers but also the employees and customers. You also need to ensure that the company's overall priorities are not lost in the process of innovation.
Through Employees
Employees are the backbone of any business. Without competent people handling the operations, the entire company can collapse. So, how do you encourage innovation in your employees? By prioritizing their voice and empowering them with autonomy to perform their tasks. Create an environment more conducive to achieving dreams rather than just results.
Set aside time every week for every team to brainstorm ideas. Rather than a rigid hierarchy, consider a more flatter structure to encourage innovative thinking rather than deferential behavior.
Environmental Branding
Innovation comes with experimentation. Create spaces in your company that encourage innovativeness. Have you seen the images of Google's office? The sheer amount of amenities available to employees ensure that employees bring to life their innovative ideas. Ensure that your office environment is favorable to innovativeness - if you provide structure everywhere that limits the imagination needed for out-of-the-box thinking.
Through Customers
Without your customers, how is a business meant to sustain itself? Your customers have a voice, and you need to listen actively to what they are saying. You can use live polls, interactive social media posts, and persuasive newsletters to understand your customer's pain points and innovate ways to solve them. Ensure that you listen to every pain paint, but choose and prioritise which ones to tackle first.
Analyze Your Data Correctly
Data is an essential requirement for all operations. After all, how can you arrive at innovative solutions if you do not know what you are innovating for? Understand every aspect of your product and how it serves the customers. Ensure that every data byte is backed with quality information. Data-driven innovations help to understand trends and arrive at solutions based on people's desired results.
Explore Your Company History
Over the years, there may have been opportunities you missed that cost you in profits as well as recognition. First, go through past proposals and try to find the hidden gem you may have missed. Then, learn from your lost opportunities and innovate new ways to introduce them to the public.
Innovative Culture With Branding
Brand identity is not a one-and-done deal. It would be best if you sustained the identity continuously using innovative methods. As you create your unique branding strategies, ensure that every team in the organization and the customers are involved in the decision-making. Make sure to promote a common goal to encourage creative problem-solving.
Contact us, and we can guide you through creating a sustainable brand identity through visual means and utilizing non-visual aspects to give you an irreplaceable edge.
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