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Business can use their brand to increase sales and maximize profits, but they must develop their brand identity first. With a powerful brand, you can gain instant recognition within your target market, set your company apart from competitors and ensure consumers associated your brand with a positive experience.

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So how do you go about creating the brand identity you need? Depending on your product or service, your brand identity may be formed from a number of areas, such as, your logo, trademark, company name, the shape, color or design of your products, as well as how they taste, feel or perform. With so many factors going into your brand identity, it’s vital that every aspect of your business is geared towards creating and maintaining a powerful brand.

Devising A Brand Strategy

Taking the time to create a brand strategy will ensure you have a more cohesive plan to work towards. With step-by-step objectives, you can begin to hone your brand and ensure your company takes every opportunity to promote and reflect its identity.

Without a strategy in place, your efforts to create a strong brand identity may be inconsistent, indistinct and ineffective, so it’s essential you set out your objectives from the outset. Determine what the core values of your brand are and what you want consumers to experience when they interact with your brand, and then base your corporate decisions accordingly.

Be Innovative

Your brand identity will make it easy for consumers to pick you out of a crowd and single you out amongst a sea of competitors. If you’re able to use original and innovate designs, communications, and marketing materials, you’ll make the process far easier and far more successful.

Choosing fresh designs, bright colors and unique packaging options is just one way of ensuring your product’s visual appearance supports your identity. Making it easy to spot on crowded shelves or in busy stores, bespoke packaging is a great way to ensure consumers choose your product before any others. If it’s different, it will automatically attract.

Make Your Identity Scalable

It’s easy to focus on one area of your brand identity, but what works in one medium might not work in another. When you’re creating or developing your identity, make sure you keep the bigger picture in mind. Bespoke typography may look great on a large online ad or billboard, but will it be clear enough when it’s used on emails or letterheads? Similarly, is your logo flexible enough to be used on company premises, offline marketing materials, and mobile devices?

Ensuring your corporate identity is scalable isn’t the easiest of tasks, and it can require expert input. Making sure your designers and developers are all aware of your brand identity objectives will help to ensure their suggestions are flexible enough to meet your needs, but prototype designs will still need to be tested to ensure they are scalable.

Ultimately, your brand identity is how you’ll communicate with your target market, so it’s crucial to get it right. Although your identity may evolve as the business matures and expands, having a solid brand identity from the outset will encourage consumer engagement and company growth.


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