How to Create a Unique and Memorable Brand Identity
Some people think that brand identity is related to company logos. Is that right?
A brand is an important thing in a business. Because by using a brand identity, you can form people's perception of your business.
A brand is not only for large-scale companies, but medium and small businesses also need to build a brand. Not even just a brand, but every company must be able to create a brand identity.
What is Brand Identity?
Brand identity are the visible elements of a brand, such as colors, logos, and designs, which identify and differentiate the brand in the minds of consumers. The brand identity is different from the brand image.
Brand identity is certainly related to the brand, and people often know this term only to discuss the brand as the name of a product. (investopedia.com)
Even though brand identity is a broader element. Brand identity is all the parts that make up people's perceptions of a brand.
There are various elements in brand identity that are used to convey the character, commitment, and value of the product to be better known by consumers.
It includes what the brand wants to say, the values it carries, how to communicate it, and what you want people to feel when they interact with your product.
Brand identity relates to how the character of your business is known, understood, and always remembered by consumers.
With so many aspects that are touched upon, it's no wonder that business owners will try very hard to allocate large amounts of funds to build a brand identity.
The Benefits of Having Brand Identity
Brand identity is essential for a business. In order to get a strong brand identity, you also need to build it.
Considering that brand identity is related to character, building a brand requires time and effort.
By having a brand identity, your business will get many benefits. The following are some of the benefits of having a brand identity:
Distribution
One of the benefits you will get if you have a strong brand identity is related to distribution problems.
If you have a strong brand in the market, distributors will have more confidence to distribute their products or services. Consumers and the public who believe in your brand will have a positive impact on distributors.
Therefore, the distribution of your business products or services becomes much easier.
Getting Professional Referrals
In addition to distributors and loyalty, you will also benefit from professional referrals. You can easily get recommendations from professionals.
This is because they consider your brand to have high credibility, so professionals will provide recommendations when someone is looking for products or services from your business.
In fact, not only professionals, your customers will also be happy to give reviews of the products or services used. Therefore, build a brand identity properly.
Customer Loyalty
This consumer loyalty is also related to the role of strategic brand identity.
By maintaining the quality of the products or services that are offered, you have a great opportunity to gain customer loyalty. That way indirectly, you will also increase revenue. Because consumers will always buy or consume products or services from your business when they need it.
Key Elements of Brand Identity
What are the important elements that influence in building a brand identity?
Logos
The logo is a necessary part of the brand identity. Even though a logo is not the whole identity of a brand, it is an important element in the branding process.
Logo is the most recognizable part of a brand. Logos exist in almost everything related to business and products, from products, social media, websites, other promotional media, etc.
Attractive Shape
An attractive shape has the same important function as a logo. An attractive shape becomes the initial decision determinant why a consumer chooses to buy your product.
Attractive forms include many things such as packaging, presentation methods, store interiors, website designs, employee appearances and services to consumers.
Color
Studies on the "impact of color on marketing" state that 90% of people will make a quick decision to buy a product because of color.
Products with colors that stand out more than others will be recognized and remembered by consumers.
Color also influences how consumers perceive the “personality” of the brand.
Language
Use language that matches your brand identity. If the identity that is being built is a luxury brand, then use professional language.
However, if the identity formed is more casual, then try to speak in a language that is more familiar.
Note that the language you choose must apply to all elements of the business.
Consistency
Consistency is an element that can make or break a brand identity. Why does it happen?
This is because consistency is needed in all the elements that form an identity. You have to be consistent when setting brand goals, logos, use of colors, language, quality etc.
Flexibility
Consistency is indeed necessary, but of course it must be accompanied by flexibility in certain respects. You have to remain flexible in looking for new things in the community that can be included in the product for quality improvement.
Flexibility allows for adjustments in promotions, slogans, and even modernizing and modifying identities to engage consumers.
However, one thing to note is that the adjustments made must be consistent across all of your brand elements.
Emotion
Something is more familiar and feels closer when it is connected emotionally. A strong brand identity can build an emotional relationship between products and consumers. This is a solid foundation for building a lasting relationship between your consumer and your brand.
Promotion
What's the point of you creating a really good design with the color selection that stands out if you don't promote it to people.
Promotion is a way to introduce your brand to the target market. It's a way for your brand identity to be recognized.
Ways to Build a Good Brand Identity
Here are some ways you can build a brand identity:
1. Make A Unique Impression
To be easily remembered by people, make a unique impression or that is different from other brands.
You can make it through iconic images, memorable and interesting slogans, funny, memorable, etc.
Remember that first impressions are important, so you don't want to disappoint customers on their first visit.
2. Consistency
Once you've made your brand, design style, promotion method, etc., don't change it. This is because consistency is really needed to make it easier for your consumers to remember your brand.
If you are inconsistent or frequently change your business style and characteristics, it will be difficult for consumers to remember it, maybe even they will feel confused.
3. Be Different
Provide something different from your competitors. To create something different you can do research on the market in advance.
You can also look at competitors, find out what competitors lack, then apply solutions or offers that are more specific to your brand.
4. Interaction
A business is built in a territory where they have their own values and culture.
In building a brand, you also have to pay attention to the values and culture that exist. One of the ways is to adapt the way of communication to the characteristics of your business and consumers.
For example, an American company whose parent company uses English, but when it opens a branch in another country, it uses the local language in which the company is in its communications. So consumers understand the message you want to convey.
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