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Here are 5 steps to help you create a brand identity for your business:

1. Research your audience
2. Analyze your competitors
3. Define a unique selling proposition (USP)
4. Practice on-brand messaging
5. 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.

Businesses can deploy 8 or more branding ideas to advance their goals, including:

1. Having a good logo
2. Creating a business URL
3. Using a custom hashtag
4. Having contests on social media accounts
5. Editing photos
6. Tagging customers on social media
7. Creating unique graphics
8. Using a company slogan

Product branding is what it sounds like – a process through which companies build a comprehensive brand for a specific product.

Product branding promotes specific products. Individual products develop their own taglines, slogans, logos, and even social media pages. An example of product branding comes from Coca-Cola. Coca-Cola owns Sprite, which is its own brand. But Sprite’s brand falls under the Coca-Cola brand. Through separate commercials, websites, social media accounts and logos, Coca-Cola is strengthened by its relationship with Sprite.

Product branding is important for 3 main reasons:

1. Makes the purchasing process easier for customers: Consumers are able to understand the specific benefits of certain products, even if the products are owned by the same company.
2. Captures a submarket: Product branding allows companies to carve out a special, specific place in the market. A company like Coca-Cola mostly sells soft drinks but can also sell water and sports drinks such as Powerade when they use product branding.
3. Helps insulate the company from failure: If Coca-Cola were to introduce a new sports drink called Coca-Cola Sport and nobody bought it, the company as a whole would be embarrassed. Instead, Coca-Cola can release new products with a different name and insulate the company from failure.