What is brand? – The Personality of your identity.
What is identity? – The visual aspects that form part of the overall brand. Here are just some of the aspects of your brand identity:
- A Logo (The symbol of the entire identity & brand)
- Stationery (Letterhead + business card + envelopes, etc.)
- Marketing Collateral (Flyers, brochures, books, websites, etc.)
- Products & Packaging (Products sold and the packaging in which they come in)
- Apparel Design (Tangible clothing items that are worn by employees)
- Signage (Interior & exterior design)
- Messages & Actions (Messages conveyed via indirect or direct modes of communication)
- Other Communication (Audio, smell, touch, etc.)
- Anything visual that represents the business.
What is a logo? – A logo identifies a business in its simplest form via the use of a mark or icon. What a logo means is more important than what it looks like. In this same way, a logo should not literally describe what the business does but rather, identify the business in a way that is recognisable and memorable.
Getting started with your Brand.
In terms of getting started with outwardly developing a strong brand identity, the first thing you need to do is clearly articulate your brand message. This will help you understand your target and focus more sharply on it, and it will also help your stakeholders know what you’re all about.
Secondly, you need to address the pain points of your potential customers. What need does your company fill for them? What problems does your business solve for them? What is it you do that’s going to make their lives easier?
The next thing to do is set yourself apart. Chances are, whatever it is you do for people, there is someone else doing something very similar. What sets you apart from your competitors? Why would consumers choose you over another company?
Lastly, remember the role of your customers in brand identity. So many companies spend all their time and effort on developing a good product, and then ignore other important aspects of their brand, like customer service. How good are your customer communications? Do your customers always know what’s going on when they need to know? Lack of communication can lead to frustration, which is not something you want to be a part of your brand identity.