What's Your Brand Identity?

Brand identity is the core, heart of your business. It’s difficult to define, but it’s all about making consumers feel something about your company and product. It’s about making a connection with people through the way you present yourself. Take a second to imagine some of the biggest companies on the planet. Each have their own unique brand identity. You see their iconic logo or colour scheme, and instantly make a connection with their company.
Think about Apple’s famous logo, Disney’s curly font, or Coca-Cola’s strong red colour scheme. These companies have created a brand identity around themselves and their product. It’s incredibly effective when it comes to selling products and establishing yourself in the industry. Brand identity is one of the most important things I learnt from starting a business. It’s all about carving your unique place in the market. Here’s how to create yours.
What’s the essence of your company?
More often than not, the brand identity comes from deep within the company. It’s not manufactured or created by copywriters and designers. It’s carved out of an inherent sense of belonging. Think of Land Rover for a second. Their recognisable army green colour is synonymous with their brand. Their marketing imagery is full of mountains, rivers, and forests. They represent the outdoorsy, adventure lifestyle. That isn’t manufactured. It’s ingrained in the essence of the company. What’s at the heart of your business? Now use it.
Logo
The logo is often the most obvious form of brand identification. You see McDonald’s golden arches, and you instantly associate it with hamburgers. A good logo defines and represents your company, without you having to say anything. It’s usually a good idea to outsource this to a professional if you don’t have any creative skills yourself!
Colour scheme
You might not know this, but your colour scheme has a strong effect on your potential customers. Studies have shown that we each respond to colour schemes in a different way. For example, guys connect with dark blues, greens, and (in some cases) black. Girls, on the other hand, are more drawn to light blues, soft tones, and even purples. There’s a reason why Facebook chose that iconic blue colour; it reaches out to everyone. Choose a colour that defines you.
Tone of voice
You may have noticed how some companies seem to have a very clear and defined voice. They use it across their advertising, their copy, and their social media. Think about Nike and Adidas’ tone of voice, for example. It’s aspirational and full of motivation, just like their brand. How would your company sound?
Consistency
Once you’ve found the perfect brand identity, you’ve got to keep it consistent. That same colour scheme, tone of voice, and logo must appear everywhere. It’s often worth consulting a design agency to help you here. They’ll make sure that your website, social media channels, advertising and offline marketing all carries the same message.
Get your brand identity right, and you’ll set yourself apart in your industry. You’ll position yourself as a unique and powerful player in the market. Follow the tips here, and you’ll be well on your way.
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