They’re everywhere! I mean everywhere! What are, you ask?
Brands! And how do we recognize them? By a wide variety of factors. We marketers call it brand identity.
It’s the red soda can. The swoosh on a pair of cool sneakers. The golden arches. But just what is being communicated here? I’m happy to answer that!
These factors tell you exactly who made it (Coca-Cola, Nike, McDonald's), much the same way that a friendly yet distinctive voice in an ad encourages you to trust the company behind the brand. Both things matter because, over time, they stick in your mind. That’s mission-critical to building a strong and successful brand.
Creating a Brand Identity. So, where do you start? Did I hear someone shout “logo?” Fine, it certainly is the face of any brand. It’s the visual cue that triggers recognition before a single word is written or spoken. The logo is more than just a cute, colorful, fancy design, despite what you might think. Many essential elements go into creating a powerful brand logo. Colors, shapes, symbols, fonts, and even space all evoke a unique position in the mind.
Voice? Can that be a part of what goes into brand identity? Absolutely! That’s the part people will ‘hear’ when reading what the brand’s written words say. It can be playful. Or conversational. Or professional. But when done correctly, it gives the brand an even more unique identity - a real personality. A feeling. An experience.
Think about some of the biggest brands. Amazon. Walmart. They are much more than just a logo. They create a distinctive look, tone, and presence that follows them across all their platforms – website, social media, packaging, and advertising. Being consistent builds trust. And an easily recognizable identity that helps create brand equity.
So the key elements to a strong brand identity are:
Clarity
Define what you stand for. Mission. Values. Vision. Your audience. Do this before you decide how to express it.
Consistency
Like the big brands, your colors, images, fonts, messaging, and voice should hold up across every channel and application.
Commitment
Don’t pull up the roots to see if the flower is growing. Building your brand’s identity is a marathon, not a sprint.
I know it sounds like a brand’s identity is about how it looks – being seen. Yes, it’s that. But it’s not only that. The real objective is to be…
REMEMBERED.
TRUSTED.
The ultimate goal is to stand out in a noisy world. So, craft your brand identity with care, and it won’t just be noticed. It will build loyalty. And here’s the thing about loyalty – it’s priceless.
Next week, we’ll explore how brands can make a lasting impression.