This month, I am going to explain why having a standout brand identity is so important in today’s competitive business landscape.
The digital world can be overwhelming, with nonstop ‘noise’ clamouring for attention.
It is, therefore, important that your business has a strong brand identity:
Differentiation – sets you apart from your competitors
Recognition – makes it easy to recognise and remember your brand
Trust – it’s more likely that people will buy from a polished and professional brand
Connection – emotes deep connections with your target audience
Loyalty – is the foundation for building a community
Marketing efficiency – provides a framework to streamline marketing activities
Value – customers will pay a premium for a brand they trust and admire e.g. Fairy liquid
Key components of a brand identity
I explored the key elements of brand identity previously, but here is a recap:
- Brand name
Keep it simple!
It should be distinctive, memorable, and easy to pronounce and spell.
It should be meaningful and relevant to your target audience and differentiate you from competitors.
- Logo
A symbol that identifies your brand, aligned with brand values and messaging.
Why not to talk to the Make a Brew team about logo design and the part it plays in creating your brand? Call us on 0114 3999 819 or contact us today!
- Colour palette
Colours evoke associations and emotions, helping to build connections
- Typography
Reflects brand personality and purpose, conveys messaging across every touchpoint
- Other visual elements
Icons/photos/graphics/patterns can be a brand signature e.g., McDonald’s arches, Nike swoosh
- Tone of voice
Should resonate with your target audience, expressing brand values and personality.
Is your brand friendly? Authoritative? Casual? Professional? Jokey? (e.g., Aldi))
Creating a standout brand identity
Here is my step-by-step guide to create a memorable brand identity.
Step 1: Understand your brand values and mission (purpose)
The foundation of your brand is the ‘why’ behind your business.
It provides the purpose, meaning and direction for everything you do.
- It drives passion – essential for making an impact in the market, (think Patagonia)
- It creates an emotional connection with customers, who buy into your ‘why’ (think Apple)
- It brings clarity, providing the foundation for your brand voice and visuals, and a consistent framework for your marketing efforts
- It builds loyalty – bring your customers with you on the journey
- It helps you to make sure business decisions are on track
Step 2: Research
Know your audience
Understanding customer needs and pain points enables you to communicate directly, building an emotional connection to grow into a community.
- Who are they? Think about their characteristics so your brand voice has the right tone e.g. Fun-loving? Professional? Casual?
- Demographics. Are they young? What disposable income do they have? This helps to determine your visuals. E.g., a young fun-loving audience may associate with different colours and image styles than a more mature luxury audience.
- What matters to them? Speak to their likes, dislikes, values and aspirations.
Differentiate from competitors
Creating a standout brand identity means you need to stand out!
You need your audience to forget competitors and remember your brand!
Differentiation helps to create a strong brand identity by:
- Emphasising your uniqueness
- Positioning your brand in the marketplace
- Guiding visual elements/colour palette to make sure you are different
- Providing a brand personality that sets you apart from competitors
A standout brand identity is the perfect balance between:
- Brand mission and values
- What competitors don’t have
- What matters to a target audience
Step 3: Professional collaboration
If you want to create a standout brand identity, calling experts for help is a no-brainer.
Working with experts isn’t a luxury and can be a game-changer, especially for smaller businesses that don’t possess in-house expertise.
Designers
Will take your ideas and turn them into powerful visuals.
They understand the psychology behind colours, patterns, images and how they make people feel.
They can turn your initial ideas into a professional brand that will engage an audience.
Branding experts
People like me, who understand brand identity and brand strategy, can help you to define your brand mission, voice, values and where to position your brand.
Make a Brew can help you to:
- Clarify your ‘why’
- Ensure you incorporate it into everything you do
- Make sure your brand identity has a strong foundation
- Identify your niche so your brand stands out from the digital ‘noise’
- Your brand to evolve
The kettle is always on, so why don’t you get in touch so we can discuss how to create a standout brand identity for your business?
Copywriters
There is more to copywriting than simply writing!
A copywriter can create a brand voice that speaks to your target audience, creating that all-important connection.
A copywriter:
- Ensures a consistent tone of voice across all touchpoints
- Uses the right words to resonate with your target audience
- Helps you to sell products/services without being too salesy
Step 4: Test and repeat
You are too close to your brand to be objective.
After all, it is how your audience views your brand that is important – you don’t sell to yourself!
- Does the tone of voice speak to them directly?
- Is your logo aligned with your purpose?
- Does your audience ‘get it’ straight away?
No one can get everything right on the first try!
Even the experts need feedback to ensure an ‘almost’ brand identity becomes one that nails it.
I am not talking about major changes here.
Small adjustments to colour shades, phrasing or even font sizing and spacing can affect how people feel about a brand and ensure a greater impact.
Standout brand identity
Nike “Just do it”
- Nike’s ‘why’ is to inspire their audience (athletes, fitness enthusiasts, and dreamers), to push their limits
- Clear messaging across all channels is about perseverance and personal growth
- Visuals are instantly recognisable – the swoosh icon is Nike’s brand signature
- Brand voice is empowering and motivational
- Nike has built a community by making their audience feel like athletes, (whether they are, or not), highlighting ambition and perseverance
Innocent “Taste good, does good”
- Innocent’s ‘why’ is about building a community of health-conscious consumers and families who value ethical products but don’t want to be preached to
- Innocent’s tone of voice is human, conversational and funny
- Visuals are simple, bright, and hand-drawn
- Brand values are sustainability, doing good and ethical sourcing
- Consistent messaging across all touchpoints including packaging
- Innocent has built a community by making feeling good and being healthy, fun!
These brands know their audiences and how to be authentic across every touchpoint. A standout brand identity doesn’t simply look good.
It feels right.
And finally…
Here are a few common mistakes to avoid if you want to create a standout brand identity.
These pitfalls dilute the impact of your brand, leaving it lost in the ‘noise’:
- Lacking a clear purpose – what is your ‘why’?
- Trying to sell to everyone – know your audience
- Inconsistency – brand guidelines or a brand book will ensure consistency of voice, messaging and visuals
- Copying competitors – don’t be one in a crowd
- Overcomplicating visuals – keep it simple so people recognise and remember you
- Ignoring feedback –you are too close to be objective
If you are wondering whether your business has a standout brand identity, why not download my FREE Branding Checklist? Alternatively, you can book a brew with me, Clare, to discuss how the Make a Brew team can help you to create a memorable brand identity.
