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Building A Unique Brand Identity

What is a brand?

A brand is a name, symbol, design, or a combination of these used by an organization to set out its uniqueness amidst competitors. It acts as an identity, communicating many messages to the market.

Therefore, brand identity is the actual personality in the context of your target market. In other words, it’s a brand’s features as seen by the market. Every business has one, although some are more minimal and others are very in-your-face.

Building A Unique Brand Identity

A brand’s success needs to have a concrete, well-supported identity as it allows the target market to relate to it. People are emotional beings and this comes across in their buyer behavior, therefore, if a business wants its product to appeal to a certain customer, the identity of the brand must offer relevant features that are pleasing and favorable to them.

For example, popular Pepsi soft drinks run intensive branding campaigns with their product on the beach with people enjoying summer, with the intention that their brand will become associated with ‘fun times’ and ‘enjoyable experiences with friends and families. This trait, which is an element of brand identity, means that customers will recognize a relatable feature, and associate their happy emotions with a product that naturally lends itself to that situation thereby building a unique brand identity.

Five Dimensions Of Brand Personality

Research into the marketing aspects of branding dates back to the 60s, 70s, and 80s, and identifies five major brand personality characteristics, known as ‘The Big Five’, which encapsulate the main categories of building a unique brand identity.

How a consumer interprets all brand messaging is how brand identity is defined, and the definition tends to focus on one of the following characteristics:

(1) Sincerity

Down-to-earth, genuine, honest, and comfortable.

(2) Excitement

Exhilaration, adrenaline, fun, stimulating, and sporting.

(3) Competence

Reliable, trustworthy, successful, and intelligent.

(4) Sophistication

Upper class, cultured, charming, and posh.

(5) Ruggedness

Outdoorsy, tough, and strong.

Regardless of which category, a brand identity can significantly impact a customer’s interaction and emotional connection with a specific product or organization.

How To Develop A Unique Brand Identity

Building a unique brand identity or brand functions very similarly to that of a person. When you think of a person, you can list off all of the attributes they have that come across to you when you interact with them. For example, wise, smart, fun, outgoing, annoying, and so on. These qualities can be both negative and positive, and the way you were able to conclude these adjectives lies in how you’ve interpreted the signals they projected through their actions. For Instance, you would tag someone as fun. After all, they shared an experience with you that you valued, or label someone as annoying because they were difficult to get along with.

It works the same with a brand. The best way in building a unique brand identity and promoting a brand identity is to begin by describing the traits and attributes that come to mind. Then you (as the brand owner) must leverage messages and actions which act as signals to the target consumers to allow them to discover and interpret those features and relate your brand to those traits.

Building a unique brand identity for a company is like a building reputation for a person. You earn reputation by trying to do hard things well.

Branding Elements

Branding elements are the physical identifiers of a brand, such as design, images, colors, font, name, shaping, spacing, and so on. Consistency is key here: once you establish your attributes, as discussed above, the way your brand physically exists must be consistent with the characteristics you wish to portray to the market.

For example, if you want a sporty, exciting brand, you may lean towards brighter colors, modern fonts, and trendy logos, as opposed to, say, a conservative fashion brand which may choose a more formal name, a cleaner font, a more conservative color palette, etc.

Customers are very instinctive, and therefore, in building a unique brand identity, the associated branding elements must be organized very carefully to ensure that they both sync in such a way that the correct messages and signals are being successfully and easily interpreted by the market.

Using A Voice

A ‘voice’ in the branding context mainly refers to the entire suite of communication tools used to promote the brand identity and elements, above, to the market. It’s how you speak and work along with your audience and how they relate to this.

This can be the coloring, layout, and words used on a website, the music and sound on a radio commercial, or the images featured in a print advert.

Again, consistency is very important here. The voice must match the characteristics and traits originally established for the brand so that the audience isn’t the victim of mixed or conflicting messages.

Write A Branding Guidelines Document

A ‘branding guidelines’ is a document where all of the branding elements, identity, and voice are written out in detail. This is very essential in building a unique brand identity as It provides the ‘go-to’ guide regarding everything about a brand, from design, exact colors, tone, images, sizing, backgrounds, tag lines, and correct use.

As mentioned earlier, for an excellent brand and strong identity, consistency is vital so that the audiences are not receiving mixed messages or incorrect signals. The market is already cluttered with noise, so a business must sharpen their message to be so specific that when a customer interacts, they interpret the message positively and correctly.

A branding guidelines document ensures that all of the brandings are used correctly so that the entire marketing effort is heading in one, uniform direction effectively.

Every business has or should have, a distinct and unique identity that makes it appealing to its customers, and it lies in a solid branding program to ensure your brand’s personality stands out from the crowd.

Contact Us today to help you craft a Unique Brand Identity that stands out!

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