Just like people, brands also have characteristics that make them unique! Brand identity is the collection of elements that a company creates to show the public. In this blog we are going to address the differences between brand identity, branding, and the different elements that shape a strong brand identity to help your business.
Branding refers to the marketing practice of actively promoting a product or a distinctive brand by means of advertising and design. Branding aims to establish a differentiated presence in the market. Branding should not be confused with brand identity (Brand identity is what makes a brand recognizable to the consumers). Branding will allow the audience to associate your brand identity with your product/service, which in turn, will nourish the relationship between your business and your customers.
Elements that help you build a strong brand identity
First of all, you need to make sure you know who you are as a brand. This is made up of some elements such as your mission, values, competitive advantage, and your brand personality. These elements define your brand. If you are having trouble in this process, a brainstorming session with your team should help you define it! Some elements that will help you build a strong brand identity are:
1. Design
These are the tangible aspects of your brand that will determine how your brand is perceived by consumers. This includes your logo, packaging, graphics, business cards, uniforms, web design, etc. The objective is to have a good enough design that transforms into your brand identity and ultimately helps you build a business with a great representation of who you are as a brand.
If your brand is new, there are basics of your design structure that you need to pay attention to. These include typography, color palette, forms, and shapes. Remember that these decisions are important because you will use all these elements later on In your logo, signs, uniforms, packaging, website, etc. These elements of your brand say a lot about it, so choose wisely.
2. Brand Style Guide
Once you have decided on your design elements, you want to make sure they are used consistently throughout your marketing efforts. For this reason it’s important to create a brand style guide, which is basically a document that outlines your design assets and explain how they should be used. This is also referred to as a “branding package”.
Your brand identity is what makes you unique and sets you apart from your competitors. It also shows consumers who you are and what to expect from your products or services. If you want your brand to be perceived a certain way, it’s important to develop your brand identity and create designs that accurately show consumers who you are.
If you are in the process of opening a new business and need help with your brand essentials, or if you are looking into transforming your brand, schedule your free proposal with Century Digital Marketing!