The most successful brands in the market all have one thing in common: incredibly compelling brand identities. If you have not mapped out yours yet and do not know where to start, it would be best to look for creative brand designers in your neighborhood. From Phoenix to New York, you have to find someone who specializes in crafting powerful stories and personas to expedite the process for you. Keep in mind, however, that there are a few things you — as a business owner — should already recognize in your own brand to leverage its identity. Below are the most essential elements you must take note of to create a powerful brand identity:
Clear brand purpose
A well-thought-of and established brand identity fosters credibility and cultivates a long-lasting relationship with customers. The first step in creating this identity is determining the reason for your brand’s existence. Ask yourself, “What makes my brand different? Why should people care about it? What problems am I finding solutions for?” The answers to these questions will ultimately shape what story you want to communicate with your customers and how your product or service will resonate with them.
Well-defined market
You might think that casting a wide net and appealing to everyone means getting more potential customers, but that simply is not the case. Your customer base is not a faceless mob. There are going to be certain people whose needs and personalities make them more likely to patronize your brand, and you need to figure out how best to cater to them. One of the most valuable things you can do is to create a buyer persona that describes your ideal customer. This takes into account the customer’s age, location, gender, motivations, goals, and pain points, among many other things.
Memorable logo and design
There are certain colors and symbols that, when you see them, immediately remind you of a particular brand. An effective brand design employs a visual language that successfully communicates who you are to people. If you are not particularly design-savvy, this is where working with a brand designer comes in handy. A talented brand designer can create a distinct and cohesive visual identity for your business that is both hard to forget and easy to recall.
Distinction from competitors
Having a thorough understanding of your competitive landscape will help make your brand relevant, visible, memorable, and unique. It is vital to do extensive market research to determine just how your brand compares to your competition, and what sets you apart from them. Otherwise, your brand will fail to distinguish itself from the sea of competitors that flood the market every single day. Do your homework and study competing brands, how they are perceived, and how they present themselves. From there, figure out what qualities make your brand special and necessary.
These are some things you need to identify long before you even set out to create your business, but if you have not established these already, then now is the perfect time to start.
