By: Fortune PR Expert
Building a brand isn’t just brainstorming about cool logos, visuals, and a brand style guide. it is more about building an identity that resonates with your customers and makes them want to do more business with you for the long run.
According to Alina Wheeler, author of Designing a Brand Identity, a brand identity is tangible and appeals to the senses. You can see it, touch it, hold it, hear it, watch it move. Brand identity fuels recognition, amplifies differentiation, and makes big ideas and meaning accessible. Brand identity takes disparate elements and unifies them into whole systems.
Establishing a strong brand that connects with your audience is critical to success in any industry. As a PR pro, your task is to create a unique brand identity that would resonate with your target audience. Research first to understand what your brand wants to present, what makes the customers want to engage with your brand, and what distinguish your brand from other competitors. Moreover, successful brand identity is formulated through several crucial elements:
- Strong brand strategy
Your brand needs to have a strong brand strategy in order to be distinctive and different from other competitors. It must stand out in the crowd and catches your customers’ attention. Your brand strategy must make a visual impact. Take a look at Apple. Apple’s logo is memorable and became a top of mind, even without the name or wording explaining that it is Apple.
- Strong philosophy
Your brand needs to have its own philosophy surrounding it, so that its value can be easily translated into a visual metaphor. It is important that you understand what your brand believes in and why. Your brand needs to stay true to your company’s values, with a strong visual language that reflects your brand.
- Commitment and consistency
Your brand needs commitment and consistency from the people behind it, so that any identity embedded in the brand can be truly amplified in any form of communication. Also, a brand identity must be able to grow and evolve with the brand. After all, brand is a promise to your customers.
Overall, a brand identity influences your customers’ experience. It subconsciously affects how they view everything from your industry, to your relevance and trust. It resonates how your brand looks, feels, and speaks to your customers. These are the elements that help them decide if they want to engage with you or not.