Your brand is the heartbeat of your business, and that’s why flourishing the right product or service is vital to create your business value in the market.  

Brand identity refers to a unique set of visual and personality aspects of a brand that differentiates it from others. A strong brand identity helps build brand recognition, loyalty, and trust. Also, it helps a business to stand out from its competitors & create an unforgettable image that will last for years or may be decades. 

It’s the collaboration of collective efforts right from choosing a brand name to crafting advertisement language to the way of interacting with customers. 

For example, someone out there is eating a bar of bluish-purple-wrapped chocolate. The first thought that comes to mind about the chocolate brand would be ‘Dairy Milk’ ! So yes, we can say it’s the power of branding that without reading the chocolate brand name, it could be recognized that the chocolate was Dairy Milk. The brand identity that Dairy Milk has created is the reason that everyone remembers it even when its name is not mentioned but just thinking of chocolate, we go for it.  

Recent studies pegged down that a well-defined brand identity can increase brand recognition up to 80%. Furthermore, customers are willing to pay up to 15% more for products from brands they recognize and trust, which means that by just creating your brand identity, most of the advertising work is already done. 

However, there are certain elements that define a brand, but majorly brand identity creation focuses on four main pillars :

Brand Messaging

It refers to conveying the key messages to the audience across various marketing channels, thereby aligning the brand’s values and mission with the marketing efforts’ channelization. 

Visual Elements

Visual elements refer to the color scheme, typography, logos, and other visual components that represent the brand. As appearance defines the brand’s identity and that is why visual elements are majorly responsible for creating brand recognition. 

Brand Personality

Brand Personality is a one-step enhanced version of creating a visual identity. A remarkable brand personality aligns with the audience’s interest and reflects the values of the brand leaving an impactful, strong & memorable identity. 

Customer Experience (CX)

The overall experience a customer gets while interacting with a brand using the product/service, customer service, or marketing collaterals, derives customer experience. Studies show that CX proves to be one of the strongest factors for defining the brand’s market performance. 

Why do you need a Brand Identity?

On stepping down in the market, we come across limitless brands for any product or service. Pick a random brand and just google it, you will find its social media handles (Facebook, Instagram, etc) floating all around. 

Reports show that more than 77% of consumers prefer to shop with the brands they follow on social media. It means digital presence plays a pivotal role in creating a brand identity. The secret to staying in someone’s mind for long is cohesive branding.  Thus, grabbing people’s attention will help the business to naturally come into the limelight and people will take note of it. 

A brand with unique and distinctive visual elements like an attractive logo, colors, graphics, and appearance will be much more memorable and impactful. 

Trust is another name for branding that allows the business to get more faith and recognition from the people. 

Branding is not just about creating attractive logos or matter of appearance, but it’s about appealing to people’s emotions, creating a connect & building relationships with the people. It will ultimately help in creating customers and turning them into loyal ones. 

Process of Brand Identity Creation

Just like every business operation follows a process, similarly, branding or brand identity creation is also branched into a few stages that will help to lead the right branding methodology.

Research 

Branding starts with understanding the POV of the people. Researching your target audience, and doing a comprehensive analysis of competitors & market patterns will help you understand what people are more into and what can differentiate your brand from competitors. 

Objective 

Defining the objective is the next step in the branding process that outlines your brand’s values, mission, and long-term ideology. Framing objectives and a clear vision will serve as a foundation for your brand’s marketing efforts. 

Visual Identity

The visual outlook of a brand conveys the purpose that your brand serves, including the color theme, logo, typography, and other visual elements. A brand’s visual identity plays a major role in making a mindset of people about the purpose of the brand. 

Test & Refine

Just planning your brand’s identity is not enough. You’ve to test your brand identity with the target audience and perform necessary refinements. Always remember that branding creates the face value of your business and it has to be perfect. 

Consistency 

Your marketing efforts shape your brand’s identity. The more marketing channels your brand will float, the better will be brand awareness. Thus, consistent marketing operations should take place. 

In nutshell, it’s pretty clear that irrespective of the scale your business is operating, if you’re planning to sustain for a long in the market, creating a brand identity is a must-to-do in the priority list. You can automate your marketing and lead management activities driving better & quick results. 

Cronberry will help you in growing your brand and get more leads on board with better lead segmentation, management, and nurturing. 

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