- Make it easy for people to remember.
- Stand Out and catch the attention.
- Make a memorable impact on your brand.
- Stay cohesive and let everything remain connected with a single thread.
- Be flexible while expanding your brand.
Here are some ways to build a unique brand identity:
1. Define Your Brand Purpose
There are a few things that you have to do before going deep into building your brand identity:
- Why does your company exist?
- What differentiates you from others?
- What problem are you trying to solve?
- Why should people choose you?
Once you answer your What, How, and Why, finding your soul purpose won’t be a difficult task for you. All you have to do is to keep going through your purpose.
2. Understand Your Target Audience
You can’t help everyone at a time, right?
The foundation for any brand is determining its target audience. But as in the space of marketing, where every day there is something new to learn about, do you think that only determining your audience will work?
In 2021, you have to move ahead of just “Determine Your Target Audience ” to “Determine Your Niche.”
Defining the audience will help you find your way, but defining your niche can decrease your searching time. Make sure that while collecting your buyers’ persona, you make a list of these too:
- Motivation to buy your product
- Goals of buyers
- Pain points of your buyers
- Who are the influencers for your buyers?
- Your brand affinities
3. Define Your Brand Mission and Company Values
Why do you wake up every day?
Every brand needs a mission to perform. You have to decide the passion you want from your brand and be very clear about what you want your company to run for. Company values are the foundation, core, fuel, and heart of an organization’s culture. Without them, it’s impossible to maintain a healthy work environment and attract new talent.
If you go through Nike’s mission statement, it says- Bring inspiration and innovation to every athlete in the world.
They have made it very clear that they are for the athlete. Their mission is crystal clear that they are here in the market to inspire and innovate the athletes.
4. Develop Your Brand Voice and Personality
To develop a brand identity, you have to make sure that your brand looks similar all the way around. The way you spread your content, either your video content or infographic or podcast or your social media hashtags, everything should sound similar.
There is no fixed strategy for choosing your brand voice. It could be Friendly or Technical or Professional, or any way you desire. Just make sure you follow the same pitch everywhere, whether it’s your social media or your customer support desk.
Harley Davidson is one of the best examples of maintaining a rough brand voice throughout their brand.
All their ads or campaigns make people feel that they are worth handling Harley Davidson rather than begging or pleasing you to go for it.
They are badass, and it works enough for them. It’s the same as maintaining a brand voice to maintain your brand identity, it’s also crucial to take care of your brand personality. Taking your brand voice into consideration, go for a particular brand personality, and let it shine everywhere.
5. Focus On Your Brand Logo And Tag Line
When we talk about a brand, the first thing that comes into our mind is your business logo. Building your brand logo and the tagline is the most interesting and creative part of your brand-building process.
Be prepared to invest your time and money with an open heart to create a visual perception of your brand in people’s minds. Many people make this mistake while getting their logo built: they forget to develop a brand book for their business.
A Brandbook is a guideline for your brand, which consists of the brand’s essence in terms of color palette and fonts that can be used as your brand colors. It is essential for your brand to look consistent on every platform, whether your social media or your office. This is how you can make people recall your brand again and again.
A quick suggestion- Try to hire a designer or onboard a Marketing agency with good expertise. It will ease your pain.
7. Maintain Consistency
Consistency is the key!
Once you select your brand voice, try to make collateral for it and educate your internal stakeholders to shout out loud everywhere with the same voice.
To maintain consistency in your brand, keep all the guidelines of your brand documented.
Never try to change your brand identity regularly. Trust me, it won’t give you anything else than a confused audience.
Once you have built a brand for your small company and it’s working for you. Then, this is the right to become the advocate of your brand.
Yes, nobody knows your brand better than you!
While hiring your valuable employees, make sure that they are a culture fit for your brand. Also, guide your employees to maintain their brand that can complement your brand. Give your loyal customers a platform to spread good words for you.