Your brand identity is the heartbeat of your business and the cornerstone of its personality. But, like your business, your brand identity grows with time. It doesn’t happen overnight.
For now, we’ll cover the fundamentals of building a memorable brand identity to help you get started. Make note of the things you’re already doing and the areas you could improve. Let’s dive in!
FIGURE OUT WHAT YOU DO AND WHY YOU DO IT
Before creating a memorable brand identity, you need to clearly understand who your brand is and what it stands for. Building a brand strategy is different from advertising or marketing and requires a deeper approach.
Start by defining your brand’s personality—is it playful and fun, or serious and professional? What values does your brand embody? Are you committed to sustainability, innovation, or customer service?
At Leighton Media, it’s our passion to Serve, Connect, and Celebrate our Community. You’ll find this passion statement in every Leighton Media location across Minnesota and North Dakota.
DETERMINE WHO YOU DO IT FOR
Next, identify your target audience or core customer base. Who do you aim to serve? Where do they live, work, and play?
Take the time to research and understand who they are — their demographics, interests, and pain points. Find out what they value in a brand and use this information to tailor your brand identity accordingly.
DEFINE HOW YOUR BRAND LOOKS AND SOUNDS
A brand Style Guide is one of the first steps in building a brand identity. Your brand style guide will serve as the blueprint for your identity in terms of logo usage, color schemes, and tone of voice.
Is your brand playful? Serious? Adventurous? Bring the tone of voice and look to life through fonts and colors.
SHARE YOUR BRAND STORY
Every brand has a story, and sharing yours can help to humanize your brand and connect with your audience on a deeper level.
Whether it’s the story of how your business was founded, the inspiration behind your products, or the impact you’re making in your community, weaving your brand story into your marketing efforts can help create an emotional connection with your audience.
BE CONSISTENT ACROSS ALL TOUCHPOINTS
Think about some of your favorite brands. What do you see? Likely their logo, the colors of it — you might even be able to sing their jingle. This is brand consistency at play.
Consistency is key to building a strong brand identity. Make sure that your brand’s visual elements, messaging, and tone of voice are consistent across all of your marketing materials, website, social media channels, and in-person interactions.
Doing so will help to reinforce your brand’s identity and build trust!
STAY TRUE TO YOUR BRAND IDENTITY
Building a brand experience happens at the intersections of your target audience and your brand. Does your staff know your brand identity? Do they live it out? Does your advertising match the experience your audience has when they engage with your brand?
This is best summed up as “doing what you say you will do” or simply being authentic. Your brand identity must extend all the way through the customer journey.
START BUILDING YOUR BRAND IDENTITY TODAY
There you have it — the fundamentals of building a brand identity. If it sounds like a lot, don’t worry. That’s because it is.
But the nice thing is help is always a click away. Get guidance from the local branding experts at Leighton Media and start building your brand identity today!
