HOW TO CREATE A BRAND IDENTITY

Posted  2020

HOW TO CREATE A BRAND IDENTITY

Posted  2020

You’re probably wondering how to create a brand identity. The good news is you’ve come to the right place. We’ve constructed a detailed guide that will take a deep dive into the world of branding. We’ll discuss what a brand is, how to create your identity, and show some of the best brand identity examples out there.

By the time you’ve finished, you’ll understand how to build the perfect brand for your organization.

What is a brand identity?

Many people are confused when it comes to defining brand identity. Essentially, it’s the way your brand expresses itself to consumers. Everything – from your brand logo to the way you communicate on social media – contributes to this identity.

The easiest way to think about it is that your brand identity is how you present yourself to others. Consumers identify with your brand because of the way you’ve composed yourself and the feelings you give off. Brands with strong identities tend to be successful because other people have an easy time connecting with them.

On the other hand, brands with weak identities will struggle. Consumers don’t really understand who they are or what they bring to the table. So, if you want your brand to succeed, then you need to focus on building your identity.

How to create a brand identity?

Building your brand identity won’t happen overnight. There are plenty of things to consider, and this section of our guide will explore them all.

Step 1: Define your brand mission

You’re probably wondering how to create a brand identity. The good news is you’ve come to the right place. We’ve constructed a detailed guide that will take a deep dive into the world of branding. We’ll discuss what a brand is, how to create your identity, and show some of the best brand identity examples out there.

By the time you’ve finished, you’ll understand how to build the perfect brand for your organization.

What is a brand identity?

Many people are confused when it comes to defining brand identity. Essentially, it’s the way your brand expresses itself to consumers. Everything – from your brand logo to the way you communicate on social media – contributes to this identity.

The easiest way to think about it is that your brand identity is how you present yourself to others. Consumers identify with your brand because of the way you’ve composed yourself and the feelings you give off. Brands with strong identities tend to be successful because other people have an easy time connecting with them.

On the other hand, brands with weak identities will struggle. Consumers don’t really understand who they are or what they bring to the table. So, if you want your brand to succeed, then you need to focus on building your identity.

How to create a brand identity?

Building your brand identity won’t happen overnight. There are plenty of things to consider, and this section of our guide will explore them all.

Step 1: Define your brand mission

HOW TO CREATE A BRAND IDENTITY

HOW TO CREATE A BRAND IDENTITY

Most brands with a weak identity forget the very first step. Before you work on any design elements – or anything else – you have to define yourself as a brand. What do you do? What are you working towards?

Essentially, you have to come up with a brand mission. This can be anything you want, and the easiest way to realize your mission is to ask yourself a few questions:

Why are you starting your company?

What do you want your business to achieve?

Are there any values that you hold dear to you as a brand?

What makes you unique?

Most brands with a weak identity forget the very first step. Before you work on any design elements – or anything else – you have to define yourself as a brand. What do you do? What are you working towards?

Essentially, you have to come up with a brand mission. This can be anything you want, and the easiest way to realize your mission is to ask yourself a few questions:

Why are you starting your company?

What do you want your business to achieve?

Are there any values that you hold dear to you as a brand?

What makes you unique?

When you start answering these questions, you begin to get a feel for your brand mission. This is what you stand for and what your brand is all about. Having an identifiable purpose is key as it helps other people connect with your brand.

If you’re still struggling to create your mission, then try and describe your brand using three words. Think of the first three words that come into your head, and this tells you a lot about your company.

What’s the importance of a brand mission?

In essence, it sets the foundations of your brand identity. As you move ahead, everything you do will be built around this mission. You have to develop an identity that aligns with your mission and makes this mission clear to everyone out there.

The biggest mistake you can make is choosing a mission than doesn’t fit your brand. As you’ll see from the brand identity examples, there are plenty of brand missions that connect with people more than others. A popular one is having the goal to save the planet and be more eco-friendly. Of course, this is a great mission to have, but it might not align with your business and what you do. So, don’t pick what’s popular, pick what relates to your company, and makes the most sense.

Once you’ve decided on your particular brand mission, you should write a mission statement. This comes in handy later on – especially when building your website. Use the statement as a guideline for what follows; everything should reflect it.

Step 2: Define your target audience

When you start answering these questions, you begin to get a feel for your brand mission. This is what you stand for and what your brand is all about. Having an identifiable purpose is key as it helps other people connect with your brand.

If you’re still struggling to create your mission, then try and describe your brand using three words. Think of the first three words that come into your head, and this tells you a lot about your company.

What’s the importance of a brand mission?

In essence, it sets the foundations of your brand identity. As you move ahead, everything you do will be built around this mission. You have to develop an identity that aligns with your mission and makes this mission clear to everyone out there.

The biggest mistake you can make is choosing a mission than doesn’t fit your brand. As you’ll see from the brand identity examples, there are plenty of brand missions that connect with people more than others. A popular one is having the goal to save the planet and be more eco-friendly. Of course, this is a great mission to have, but it might not align with your business and what you do. So, don’t pick what’s popular, pick what relates to your company, and makes the most sense.

Once you’ve decided on your particular brand mission, you should write a mission statement. This comes in handy later on – especially when building your website. Use the statement as a guideline for what follows; everything should reflect it.

Step 2: Define your target audience

To determine the most suitable printing process for your garments, have a chat with our sales team on (011) 794 4820 or email info@embroideryjunxion.co.za 

They can also discuss all your branding requirements.

To determine the most suitable printing process for your garments, have a chat with our sales team on (011) 794 4820 or email info@embroideryjunxion.co.za 

They can also discuss all your branding requirements.

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Your brand mission is step one, but your target audience is step two. Again, this works with your mission statement to lay the foundations for your brand identity.

It’s simple, every company will have a target audience. You’re never going to have universal appeal. Identity issues happen when you try and appeal to everyone. If you do this, it just leads to messy branding with no consistency at all.

Your brand mission is step one, but your target audience is step two. Again, this works with your mission statement to lay the foundations for your brand identity.

It’s simple, every company will have a target audience. You’re never going to have universal appeal. Identity issues happen when you try and appeal to everyone. If you do this, it just leads to messy branding with no consistency at all.

When you target a specific audience, it helps you figure out the best ways to communicate with them. In turn, this assists you as you build each element of your identity. Effectively, you start to build your identity based on things that appeal to your target audience.

So, how do you define your specific audience? It begins by creating audience personas. Here, you have to consider the following things:

Age

Gender

Where they’re located

Income level

Education

Interests

Motivations

Pain points

Key goals

Exisiting brands they relate to

The best way to create an audience persona is to look at your business. It’s pretty simple; think about who will be interested in buying what you have to offer. Soon, you’ll have all the parameters for your target market.

Now, you know the type of people you’re presenting your brand to. For example, your target audience may be pensioners living in retirement communities that are looking for a new hobby. Or, your audience could be 18-25-year-olds in university trying to save money.

There are endless possibilities, but think about how your identity changes depending on the audience. The way you communicate and present yourself to the first example audience is massively different from the second one.

Therefore, you can’t go ahead with brand building until you define your target audience!

Step 3: Competitive analysis

When you target a specific audience, it helps you figure out the best ways to communicate with them. In turn, this assists you as you build each element of your identity. Effectively, you start to build your identity based on things that appeal to your target audience.

So, how do you define your specific audience? It begins by creating audience personas. Here, you have to consider the following things:

Age

Gender

Where they’re located

Income level

Education

Interests

Motivations

Pain points

Key goals

Exisiting brands they relate to

The best way to create an audience persona is to look at your business. It’s pretty simple; think about who will be interested in buying what you have to offer. Soon, you’ll have all the parameters for your target market.

Now, you know the type of people you’re presenting your brand to. For example, your target audience may be pensioners living in retirement communities that are looking for a new hobby. Or, your audience could be 18-25-year-olds in university trying to save money.

There are endless possibilities, but think about how your identity changes depending on the audience. The way you communicate and present yourself to the first example audience is massively different from the second one.

Therefore, you can’t go ahead with brand building until you define your target audience!

Step 3: Competitive analysis

Next, you need to look at your competitors. While you should never directly copy what your competitors do, it helps to understand what they’re all about.

So, it’s time to analyze the top rivals in your industry. Which brands are you most likely to be competing with? If you’r eunsure, then here’s an easy trick:

– Open Google

– Search for keywords relating to your brand

– Look at all the listings in the results

By doing this, you’ll soon find all the companies that cater to the same market as you. Now, you have to look at what they’re doing and how effective it is. As a result, you’ll learn some ideas that might help you build your identity – but you also figure out what your rivals are doing wrong.

Therefore, the aim is to build on all the good things they’re doing and avoid the same mistakes. Remember, you don’t want to copy them – you want to better them! Analysis is the best way to set your brand apart from the others, which helps you appeal to consumers and gain customers.

Get your list of competitors, then take a look at these elements:

Key messages & values

The products/services they offer

Public opinion

How they’re marketing their business

You can do all of this in a table as it helps you make sense of everything and keeps your research neat and tidy. By looking at these things, you get an idea of how your rivals are building their identity.

What are their fundamental messages/values, and how do they get this across throughout their branding?

What products/services do they offer and are they of high quality or not?

What’s the public opinion on this brand? What are people saying about them in reviews or across social channels?

How are they marketing their brand? What methods do they use more than others?

You’ll soon pick up on a few things that help you work out what’s good/bad about a competitor. For example, you could see that they’re not getting their values/mission across in any of their marketing efforts. Or, public opinion tells you that people don’t like specific aspects of their customer service. Likewise, you may see that they do an excellent job of displaying their message through everything that they do, etc.

Analyze around 4-5 competitors to see various examples. Who knows, our brand identity examples may present you with some competitive analysis that you can use! Use your findings to help build a better brand identity for your business. Ensure you bring out all your key advantages and improve where your rivals have failed.

Step 4: Bring together all the different brand identity elements

Next, you need to look at your competitors. While you should never directly copy what your competitors do, it helps to understand what they’re all about.

So, it’s time to analyze the top rivals in your industry. Which brands are you most likely to be competing with? If you’r eunsure, then here’s an easy trick:

– Open Google

– Search for keywords relating to your brand

– Look at all the listings in the results

By doing this, you’ll soon find all the companies that cater to the same market as you. Now, you have to look at what they’re doing and how effective it is. As a result, you’ll learn some ideas that might help you build your identity – but you also figure out what your rivals are doing wrong.

Therefore, the aim is to build on all the good things they’re doing and avoid the same mistakes. Remember, you don’t want to copy them – you want to better them! Analysis is the best way to set your brand apart from the others, which helps you appeal to consumers and gain customers.

Get your list of competitors, then take a look at these elements:

Key messages & values

The products/services they offer

Public opinion

How they’re marketing their business

You can do all of this in a table as it helps you make sense of everything and keeps your research neat and tidy. By looking at these things, you get an idea of how your rivals are building their identity.

What are their fundamental messages/values, and how do they get this across throughout their branding?

What products/services do they offer and are they of high quality or not?

What’s the public opinion on this brand? What are people saying about them in reviews or across social channels?

How are they marketing their brand? What methods do they use more than others?

You’ll soon pick up on a few things that help you work out what’s good/bad about a competitor. For example, you could see that they’re not getting their values/mission across in any of their marketing efforts. Or, public opinion tells you that people don’t like specific aspects of their customer service. Likewise, you may see that they do an excellent job of displaying their message through everything that they do, etc.

Analyze around 4-5 competitors to see various examples. Who knows, our brand identity examples may present you with some competitive analysis that you can use! Use your findings to help build a better brand identity for your business. Ensure you bring out all your key advantages and improve where your rivals have failed.

Step 4: Bring together all the different brand identity elements

This next step probably requires the most amount of work and research. Here, you have to bring together all the different brand identity elements. This is where you start to design your brand and how you communicate with others.

Obviously, you have lots of things to consider. So, here are the key brand identity elements to look at:

Logo design

Colors

Typography

Web design

Tone of voice

Content

Logo Design

To start, we need to look at your logo. This is basically the main element of your brand identity. The best logos can display your values and tell everyone everything they need to know about your business. You’ll see some very effective logos in the brand identity examples later in this guide.

Of course, your logo has to reflect your brand mission. It has to align with your statement and convey the same values/messages you put across. It needs to be eye-catching too, and it should leave an impression on consumers. People should be a bit taken aback when they first lay eyes on your logo because it stands out. This ensures it remains ingrained in their minds, which aids brand recognition and makes you easier to identify with.

The worst logo design error is following the trend. In the design world, certain things always become popular. Don’t follow any trends as your logo needs to be timeless. If you include elements that go out of fashion in a few years, then your brand identity suffers. Choose something simple, clean, and easy for people to understand.

Colors

Again, the colors you choose say a lot about your brand. For example, what colors should you choose if you want to convey a fun and happy brand identity? Ideally, yellows, oranges, and other bright colors convey these feelings better than others. If you go for dark brown and gloomy tones, then you instantly go against your brand mission!

This isn’t a decision you should take lightly! If you mess up the color scheme of your brand, then you wreck the identity. You’ll have to do an entire brand re-design to implement the right colors.

Also, these colors need to be present everywhere. Of course, they’ll be on your logo, but they also need to be on your website, advertising material, social media platforms – and so on. You want to build up to a situation where people start relating specific colors to your brand whenever they see them.

Typography

Serif fonts: used to convey trust and a traditional element to your brand

Sans serfi fonts: used to make your brand look more modern and updated

Script fonts: used to express a sense of class or luxury

Display fonts: used to create big statements and add striking elements to your font

Of course, each group features a plethora of fonts that you can choose from. We keep saying this but think back to your brand mission and target audience. What fonts align with your purpose while appealing to your target market? For example, if you have a youthful audience, then the sans serif style is the best.

Web Design

Your website is the digital face of your business. As such, the design must accurately reflect your brand identity. Include your mission statement somewhere on this site, and ensure your logo is clear for all to say. Use the right fonts and colors as well, to keep your branding consistent.

A website is arguably the best way to convey your brand identity to consumers. When someone visits it, they should know precisely what your business stands for and the way you present yourself.

Tone of Voice

This refers to the way you communicate with people. Are you going for a professional voice? Or, will you prefer a more relaxed and friendly tone? It all depends on your target audience and brand values. Make sure you pick a tone of voice that aligns with both of these things.

Your audience is particularly crucial as you have to choose a tone that they find appealing. Will an elderly audience like being spoken to in the same way as a youthful one? Probably not. The tone you use will be present across all elements of your business; website, social media, customer service hotlines, marketing material, etc.

Content

All businesses can use content to help promote their brand identity. Content can cover anything:

Website content

Blog posts

Video content

Social media content

Advertising posters

The list is endless, but it doesn’t matter what type of content we’re referring to. What matters is that the content represents the brand. Produce things that solidify your brand identity and clearly reflect what you stand for. This is an easy way to build recognition among consumers.

As you make your way through all the different brand elements, you will start constructing the perfect identity. When you’re finished, you should make sure that everything is consistent. All the things you do point back to the same mission statement and appeal to the same target audience.

This next step probably requires the most amount of work and research. Here, you have to bring together all the different brand identity elements. This is where you start to design your brand and how you communicate with others.

Obviously, you have lots of things to consider. So, here are the key brand identity elements to look at:

Logo design

Colors

Typography

Web design

Tone of voice

Content

Logo Design

To start, we need to look at your logo. This is basically the main element of your brand identity. The best logos can display your values and tell everyone everything they need to know about your business. You’ll see some very effective logos in the brand identity examples later in this guide.

Of course, your logo has to reflect your brand mission. It has to align with your statement and convey the same values/messages you put across. It needs to be eye-catching too, and it should leave an impression on consumers. People should be a bit taken aback when they first lay eyes on your logo because it stands out. This ensures it remains ingrained in their minds, which aids brand recognition and makes you easier to identify with.

The worst logo design error is following the trend. In the design world, certain things always become popular. Don’t follow any trends as your logo needs to be timeless. If you include elements that go out of fashion in a few years, then your brand identity suffers. Choose something simple, clean, and easy for people to understand.

Colors

Again, the colors you choose say a lot about your brand. For example, what colors should you choose if you want to convey a fun and happy brand identity? Ideally, yellows, oranges, and other bright colors convey these feelings better than others. If you go for dark brown and gloomy tones, then you instantly go against your brand mission!

This isn’t a decision you should take lightly! If you mess up the color scheme of your brand, then you wreck the identity. You’ll have to do an entire brand re-design to implement the right colors.

Also, these colors need to be present everywhere. Of course, they’ll be on your logo, but they also need to be on your website, advertising material, social media platforms – and so on. You want to build up to a situation where people start relating specific colors to your brand whenever they see them.

Typography

Serif fonts: used to convey trust and a traditional element to your brand

Sans serfi fonts: used to make your brand look more modern and updated

Script fonts: used to express a sense of class or luxury

Display fonts: used to create big statements and add striking elements to your font

Of course, each group features a plethora of fonts that you can choose from. We keep saying this but think back to your brand mission and target audience. What fonts align with your purpose while appealing to your target market? For example, if you have a youthful audience, then the sans serif style is the best.

Web Design

Your website is the digital face of your business. As such, the design must accurately reflect your brand identity. Include your mission statement somewhere on this site, and ensure your logo is clear for all to say. Use the right fonts and colors as well, to keep your branding consistent.

A website is arguably the best way to convey your brand identity to consumers. When someone visits it, they should know precisely what your business stands for and the way you present yourself.

Tone of Voice

This refers to the way you communicate with people. Are you going for a professional voice? Or, will you prefer a more relaxed and friendly tone? It all depends on your target audience and brand values. Make sure you pick a tone of voice that aligns with both of these things.

Your audience is particularly crucial as you have to choose a tone that they find appealing. Will an elderly audience like being spoken to in the same way as a youthful one? Probably not. The tone you use will be present across all elements of your business; website, social media, customer service hotlines, marketing material, etc.

Content

All businesses can use content to help promote their brand identity. Content can cover anything:

Website content

Blog posts

Video content

Social media content

Advertising posters

The list is endless, but it doesn’t matter what type of content we’re referring to. What matters is that the content represents the brand. Produce things that solidify your brand identity and clearly reflect what you stand for. This is an easy way to build recognition among consumers.

As you make your way through all the different brand elements, you will start constructing the perfect identity. When you’re finished, you should make sure that everything is consistent. All the things you do point back to the same mission statement and appeal to the same target audience.

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