How to Develop a Powerful Brand Identity in 2021

To effectively portray your brand, you need time to plan, think critically, conduct research, create your brand visuals and then market strategically. The whole process if executed effectively can create a powerful brand identity. But first, let’s discuss what brand identity is and its importance.

What is Brand Identity and its Importance

Brand identity is the personality of your brand but is often confused with brand, branding and branding image. It is how your brand expresses itself to your audience. For instance, Disney’s brand identity revolves around entertainment and magical experiences for children of all ages. It never fails to portray the same image and covey the same message every time you interact with the brand overall.

Brand Identity combines different branding elements and works as a strategic tool to build awareness, increase recognition, communicate uniqueness and quality, and express the competitive difference of your brand.

Having an identity is really important for the business as it gives rise to brand image. Compelling brand identity helps you to build trust, stand out among your competitors, and increase customer loyalty, which in turn will make your brand more successful.

How to Develop Your Brand Identity in 5 simple steps?

1. Understand The Purpose of Your Brand

Brand purpose is the reason for your brand to exist beyond making money. The purpose of your brand needs to relate directly to its products or services. To understand the purpose of your brand, you should know your core brand values, mission statement, and value proposition. Be clear about what makes your brand unique or why people should buy from you. Ask these questions to yourself:

Why does your brand exist?

What problem does your brand solve?

What differentiates your brand from others?

Why should people consider your brand?

A well-thought-out brand purpose must have the customer in mind at every step. Remember, your end goal is to connect with customers emotionally, to make your brand a more desirable selection. Answers to these questions will help you lay the foundation of your branding through taglines, stories, messaging, and more.

2. Conduct Research

It is important for you to do market research including your target audience, and competition.

Target Audience

Different people want different things. You can't target a product to people in their 20s the same way you would target a product to ones in their 30s. You must research as much as you can to know what your target audience would want from your brand. Based on your target audience, you can create a brand voice that can directly target them. These are a few questions that can help you understand your target audience better:

Who are your ideal buyers and what do they do?

What is their age group?

What are their interests and goals?

Where do they hang out the most?

What are their usual buying patterns?

What is their budget?

Once you know who your target audience is, you can conduct a few surveys, online polls, connect with them through social media and try to know what they like about your brand and your competitors. Here are some questions you can ask your audience:

How likely are you to recommend our brand to others?

What is the one thing that makes our brand stand out?

Any other brands you considered before choosing us?

Rate your experience with us on a scale of 10.

What is the one thing you would want to change about us?

Competitor Research

More than ever, it is easy to gather information on the internet; however, you should not stop there. Your goal must be to uncover the essence of the competitive brands and to understand how they fit into the larger competitive environment. Find ways to experience the competition as a customer, you will discover valuable insights. Read More