Here are 5 steps to help you create a brand identity for your business:
- Research your audience
- Analyze your competitors
- Define a unique selling proposition (USP)
- Practice on-brand messaging
- Implement your brand consistently
Research Your Audience
Think seriously about the kind of customers you want to attract. Different customers require different brand identities. For example, developing a brand identity that is sporty is much different than developing a brand identity that is cutting-edge and technological. Make sure your business creates a brand identity that fits an audience of consumers.
Analyze Your Competitors
Creating a brand identity not only requires fine-tuning your brand but also requires comparing your brand positioning to that of your competitors. Research which marketing channels, logos, colors, slogans, and taglines your competitors use to find a niche for your brand.
Define a Unique Selling Proposition (USP)
A unique selling proposition is what makes a company different from its competitors. Why should customers buy from you? What motivates and frustrates your customers? Why do customers choose your products instead of what competitors offer?
Practice On-Brand Messaging
There’s no use having a brand if you get away from it. Brand identity is exercised through marketing materials, slogans, and logos. Make sure you use all of these components to further your brand message. Brand identity requires formalized guidance on how to use and deploy slogans, logos, colors, photos, graphics, and even word choice.
Implement Your Brand Consistently
Make sure to keep your brand elements consistent across various platforms. This means that your business’s Facebook account and website should have the same logos, colors, and language.