5 Strategies for Creating a Strong Brand Identity
Close your eyes and picture this: Coca-Cola.
What do you see? We’ll bet streams of red and white looping fonts went through your mind. Maybe you thought of their annual feel-good Christmas commercials, or their iconic red cans.
This is a brand identity. And a strong one at that.
A strong brand identity isn’t an expensive nice-to-have. It’s a must have. Especially in today’s digital age, and especially for manufacturers and distributors. You’re targeting a pin-point market, but you’re sitting in a sea of competition. So, how do you make yourself stand out and stay memorable enough for your Pros to choose you?
We’re going to give you 5 simple strategies to help you build a strong brand identity.
What is brand identity?
A strong brand identity is like an ancient castle that changes but keeps its character as time passes. Imagine each brick as an element of what makes you, you. You carve out a unique logo, choose the ideal brand colors, a catchy slogan, and the tone of voice for your written copy.
All these pieces come together to carve out your brand identity in your consumers’ psyche. While this sounds like a monumental task, it doesn’t have to be if you break it down into actionable steps.
1. Define your target audience.
This is the most crucial step for creating a strong brand identity. Your audience is going to dictate everything that you decide from here on out. Here are some questions for you to answer:
- Who are they?
- What do they like?
- What messaging style resonates with them?
- Where do they spend their time?
Why is this so important? Because without this information, you could spend countless hours and a lot of your budget on building a brand that doesn’t resonate with your audience.
2. Develop a unique brand voice.
Your brand’s voice can be defined as how you sound in your written copy. Are you playful, witty, professional, or fun? This is entirely dictated by your target audience. If you are trying to attract newer Pros, then leaning into your witty side is probably the best way to go. If you are trying to target seasoned Pros, then aiming for that strong but professional tone is best.
Whichever way the pendulum swings, your brand voice is one of those critical things that will help you stand out from your competition. A great example of a brand’s voice doing just that is Wendy’s Twitter page. Were they ever bigger than McDonalds or Burger King? No, but they made themselves memorable.
3. Create a strong visual identity.
Bright orange: Home Depot
Looping typography: Coca-Cola
A giant ‘M’: McDonalds
Your visual identity is the first impression that your Pros are going to have of your brand, so you ought to make it count. This is where you want to let loose, get creative, and play with out-of-the-box combinations. Your visual identity represents your brand’s personality and values. What do you want your visual identity to say about you?
Remember, just because everyone is doing something, doesn’t mean it’s right. Don’t be afraid to step out of the box and create something truly unique and memorable.
4. Establish brand guidelines.
Now that you have the building blocks of your brand castle, it’s time to start building. A brand guideline plays one vital role in the branding process: it ensures consistency across all channels, and creates a home-base for your branding efforts.
One of the best functions of your brand guideline is that everyone at your company will have the rules of engagement at their disposal. Even if you hire a freelance graphic designer for that new email campaign, they will know exactly what to do because it’s all listed in your brand guidelines.
5. Be authentic but be consistent.
Finally, authenticity and consistency are crucial in creating a solid brand identity. Your brand’s identity should reflect your company’s values, personality, and mission. By being authentic, you can establish a genuine connection with your audience and create a loyal fan base. This authenticity and consistency will ensure your brand will always be recognized, even if the only thing your customer sees is a toolbox with your logo on it.
Your brand identity is your bread and butter.
There is a lot that goes into building a truly authentic and memorable brand identity, but instead of being intimidated by the process, have fun with it. By defining your target audience, developing a unique brand voice, creating a solid visual identity, establishing brand guidelines, and being authentic, you can create a brand that will stand the test of time.
Want to get to know your audience better than your competitors do? Contact us and see how we can revolutionize your marketing strategies.
