When going to the market to buy an adhesive, we go to the shop and ask for ‘fevicol’. Now fevicol has become a synonym for an adhesive. But one often forgets the fact that it is merely a brand and not a product in itself.
This the level of brand identity that this brand has achieved. Now, How has this brand achieved this? This is what we would try and explain to the ones looking to achieve a strong Brand Identity.
Prior to knowing the ways to build a strong brand identity, you need to understand what it actually is. How does it benefit the brand?
Brand identity is basically how a brand wants to be perceived by the consumer. It is the way in which the brand connects with the people to create product recognition. For instance, when one talks about ‘Apple’ as a brand, ‘phones’ pop up in your mind. That’s how the brand has created an identity for its phones with the people.
Branding is a process that creates a unique image of the brand or service to the consumer. It creates trust and belief among the consumer about your business.
Wondering. Why Branding is Important? It helps create a much-needed impression of your brand to users which will make them reach you. It can change the way people look at your business.
Branding uses brand identity and strategy to reach the masses.
Branding and brand identity go hand-in-hand.
Now, let’s get to know how to build a strong brand identity.
STEP 1: Research IS the key
When stepping in the market, you can't be naive about it or about your position in it. You got to be updated about How is your product or service perceived by the people? Also, who all are your competitors?
It's important you analyse your competitors by studying about their website, their brand identity, advertising, search engine optimization etc. Knowing about these factors will help you make a strategy about your own business. Once you know what is expected of you, you can more efficiently work towards it.
STEP 2: Your mission statement
When you start a brand, there is a vision or a unique idea behind it. It is essential people know and understand the values that your business is going to deliver. This is the base of your development.
For instance, Google’s Brand statement is ‘to organize the world’s information and make it universally accessible and useful’. This is the vision of the company which it is meant to achieve.
This basis or aim will reflect in your brand and will guide you in the development of your brand.
STEP 3: The creative aspect
This has to do with the visual element of your brand. Now once all your ideas and strategy about the brand are clear, you want to ensure it reaches the consumer in the correct manner.
Since you can't physically go to each and every person to demonstrate your idea of the brand, you better leave it to the marketing channels to do the talking.
How is that done?
You have to shape your brand in a way that you want it to be seen, heard and felt through the various modes, with which it is going to reach the people-website, magazines, advertisements, social media and packaging.
It includes everything visual that the brand creates right from logos, colour palette, typography, photographs, infographics, web design etc. As you start with the designing of these visual elements, you should make sure that the outcome is unique, impactful, relatable, reflects the brands’ values and simple yet meaningful.
All of these elements together will form the basis of your visual design. This outcome is going to reach the people and speak for the brand. It's the representation of the brand.
All the elements that go into the creation of an identity, convey some message or the other without using a single word. Be it the packaging, the colour and font on the label and in the logos, every element speaks volumes about your brand.
STEP 4: Implementing the strategies
Going online also allows more exposure to the brands that in turn brings more customers.
Having a good presence on social media helps to develop partnerships, reduce marketing costs and improve sales. Social media marketing plays the biggest role in brand building.
Now that you have created the desired ‘look’ of the company, it is now time to take it to people through various channels. Social media has been a game-changer for some brands. With the advent of social media, mobile technology and search engines, it has managed to make connections for the brands with the audience online.
With this online platform, companies can engage with the audience, know their opinions and work towards the development of the brand. This makes the audience feel included and that their views are being respected.
You have to keep implementing on the strategies for overall marketing of your brand. Perfect branding strategies will help your brand to get known by more audience. There are many brand identity design agencies which will help you reach your targeted audience by using the right marketing strategies to drive targeted traffic to make your brand well known.
Being active and particular about all the marketing channels, websites, social media and advertisements, can be very helpful for the brand. This can gather a lot of consumers for the brand.
STEP 5: Keep a check
With the ever-changing market, it is essential you keep a tab on your brand and your abilities to deliver as you promise. You should ensure your business reaches the target audience.
Tracking the performance of the brand routinely can help you know what you are doing right and what needs to be changed. There are options available online that can help you keep a check on your digital platforms.
Creating a brand that leaves its mark on the consumer might feel like a task, but with good rewards. When you get recognised for your work, it’s all worth it. I hope these steps help you with your venture.