A distinct brand identity will catch people’s attention, make you memorable and enable you to connect and engage with your audience on an emotional level. But what exactly is a brand identity, and what elements characterise it as strong or weak? Let’s break this down.
What is a brand identity?
Let’s kick things off with a definition. Because many of us assume that our brand identity is our logo. But that’s not it.
Your brand identity is all the tangible elements—such as your website, logo, packaging and business cards—you create to portray the right image of yourself to your target audience. It’s what makes you instantly recognisable to people.
This is different from your branding, which refers to how your target audience views and perceives your company.
Avant Sanare branding
What makes a strong brand identity?
Before you whip out a pen and paper or open up Figma and start sketching, there are four noteworthy aspects that will ensure you are setting yourself up for success. You’ll want to design a brand identity that is:
Memorable
You need your audience to remember your brand. Because you can offer the best product ever, but if no one remembers your brand, you’ll have a hard time selling it. The most well-known brands—such as Apple, Airbnb and Patagonia—have a unique brand identity that makes them easy to remember.
Distinct
Established brand names go beyond being remembered. They stand out in people’s minds. So aim to be unique, one way or another, from your competitors.
Holistic
Your visual and verbal identity need to align with who you are as a company. A strong brand identity resonates in a meaningful and consistent manner across all touchpoints and forms of communication.
Genuine
Although this is the buzzword of the year, there’s some truth to it. People need to see you embodying your values and staying true to your promises. Only then will people believe that you are who you claim to be.
For example, QWA is an established architecture firm that has been shaping the horizons of the Netherlands for more than 60 years. The company’s core values of modesty, character and timelessness, which are reflected across everything from their website to their designs, make QWA memorable and unique within their sector. In addition to holistic and genuine. Allowing them to become known worldwide for these unique characteristics and style.
Why invest in your brand identity?
Beyond a nice looking website and pretty packaging, your brand identity is about effectively communicating your brand story. By achieving this, you will transform how people interact with you in three important ways.
Stand out from the crowd
You’re not alone in your industry of operation. But your brand identity gives you an edge. It’s a way of positioning yourself and providing customers with a unique experience that they can only replicate if they buy from you again.
For example, Awake Movement crafts handmade jewellery and art with a strong focus on storytelling. So their website is not just a plain e-commerce store. Instead, it’s a platform for women to share their stories and feel empowered by others. Their brand identity and community like platform have helped Awake distinguish itself from the sea of Instagram-based small businesses.
Strengthen trust and consumer loyalty
Most of us buy products and services from brands we’re familiar with. Because why would you buy from a total stranger when you can buy from someone you know.
This is where your brand identity comes into play. A strong brand identity says, “We won’t take your money and run off to another country.” Instead, it encourages recognition and engagement. Consistency and continuous interaction build trust and transform one-time clients into continuous customers.
Increase your revenue
Investing in yourself pays off. The same applies to your brand.
By investing in a strong brand and brand identity, you will naturally rise to the top, become a prominent player and attract people to you. The more people know your name, the more sales you’ll make. It’s that simple.
Awake branding
How to strengthen your brand identity? Three tips to get started
Now you know all of the ingredients to build a successful brand identity. But how do you begin? Well, here are our three tips:
Identify the core of your brand
Beyond making a profit, what drives your company, what is your organisation’s purpose and associated beliefs? Ask everyone in your marketing team and listen to the answers you get. If people’s responses are extremely diverse, you’ve got a problem. Because an unclear brand will reflect in your brand identity as well. Meaning there will be no way you can project a consistent image externally.
Know what your competitors are up to
Look around you. What are similar brands doing? What does their website look like? What do their campaigns look like? You want to stand out from the crowd but not be a sore thumb. So map out what everyone else is doing and benchmark yourself.
Analyse your touchpoints
Your brand identity encompasses all tangible elements. From your website to your email signature, do they all convey a similar look and feel and tone of voice? One of the key factors for a successful brand identity is a holistic presence. If you’re communicating different messages, promises and appearances across your touchpoints, your audience is most likely feeling very confused and will shop elsewhere.
All of this is easier said than done. However, this is where a branding agency can come in handy and show you how to express your USPs more clearly.
Your brand identity is important
If your brand identity doesn’t reflect your brand, that can make or break your company. It’s a bold statement, but we stand behind it.
The good news is that you have control over this. You can present yourself in a way that you authentically demonstrates your expertise and learn to communicate with your audience in a way that matches your passions and drive.
Are you ready to get started? Then reach out to us and we’ll schedule a branding workshop with you.
