Developing a brand identity is about understanding the brand, its values, products, and interaction with the target audience. In short, brand identity is the overall personality of a business and the provision of commitment to potential customers.

A particular brand represents a group of people operating to achieve a common objective. Hence, it is essential to personalize brands while creating their identity.

Here are 6 brand identity elements that can be useful in creating a solid and consistent brand identity for businesses.

Research the Target Audience

To target a potential audience, it is important to know them. Businesses need to have a clear vision of the audience in terms of their age, their behavioral values, their likes and dislikes, and their existence.

The research to identify the target audience can be either easy or difficult, but it all depends on the kind of tools being utilized. For instance, the use of social media and the internet is an easy way to find out their current requirements. Besides, platforms like Google Forms help in creating a questionnaire which is a useful technique for research purposes.

Select the Tone of a Brand

Depending on the tone, the audience tends to view websites and brands. They focus on the adjectives that are used to define a website and a brand. The most common adjectives that describe businesses are wholesome, impactful, smart, modern, urban, and natural. Let’s consider an example of how a brand selects its tone – Adidas has branded itself as a confident, innovative, futuristic, and youthful company that is not worried about thinking ahead and undertaking innovative decisions. Likewise, FireBox is a funny, creative, entertaining, and lighthearted website that sells funny and unique gift items. Hence, these two examples determine that the tone has been selected based on their personality.

Choose a Color Scheme

Colors tend to influence and attract audiences in one way or the other. Therefore, after the selection of adjectives, the focus should be on choosing at least 2-3 colors that will contribute towards the development of brand identity. The color chosen must match the personality of the business, website, or brand.

Coco-Cola is a perfect brand identity example wherein the company has ensured the use of red as the only color to create its brand identity. Choosing a particular color might be challenging at the beginning, hence it is recommended to use more than one color to develop a brand identity.

Select a Business Name

A well-known brand tends to gain the attention of audiences. So, a business name should be such that it is easy to spell, pronounce, and remember. Besides, it should be kept in mind that the brand name is not being used elsewhere.

Moreover, there are seven categories based on which business names can be selected – descriptive, founder’s name, metaphor, geolocation, invented, acronym, and lexical. Based on this, Netflix possesses the most suitable brand identity example. Its name has been selected based on the descriptive category because it clearly describes its actions – which is to bring movies to customers through the Internet.

Create a Visually Appealing Logo

After selecting a creative name, it is time to create a graphical representation of the business in the form of a logo that is visually appealing. The logo should be simple and should stand out from the rest of the competitors. It should comprise specific details that will help the audience to gain a clear understanding of the business offerings.

Take FedEx as a brand identity example – it has a simple and memorable logo. The bold font has been used, and in terms of color- a combination of orange and purple has been used. Overall, the logo represents the personality of the company, that is, speed and a way forward.

Be Consistent and Maintain the Brand

Once the tone, color, name, and logo are decided, all these brand identity elements are required to be combined and used. It is necessary to remain consistent, and not make modifications. It is consistency that results in a stable and good brand image for the target audience. If any changes are undertaken after finalization, then the brand identity can be severely affected, and the audience will possess negative thoughts to trust the brand. Hence, it is recommended that business and website owners make collective decisions stepwise, and finally focus on creating an influential brand identity.

Conclusion

The above-mentioned elements are crucial when it comes to developing the brand identity for respective businesses. A brand usually provides businesses with a voice as well as a personality. With patience and time, a brand identity is created. The aspect of identifying the audience, interpreting values, creating a suitable name, and maintaining consistency are important elements for developing a brand identity. If the above elements are followed, then businesses will succeed in creating an appropriate brand identity.

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