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10.7.2024
Branding

How to Create a Brand That Resonates with Your Audience?

When it comes to the question ‘what is brand identity’, people often take the definition of it very lightly and are still not aware of what exactly it is. 

A brand can be seen through its reputation, value propositions, or culture, but Jeff Bezos offers a compelling definition: “Your brand is what people say about you when you’re not in the room.”

Essentially, your brand is the sum of how people perceive, experience, and view you. Given this reality, designers and marketers have several crucial responsibilities, such as engaging with customers and boosting growth. 

However, one of their most vital tasks is the ongoing, deliberate effort to define and craft one of the captivating brand identity examples. This narrative should unify the organization, resonate with both customers and the market, and distinguish the company both internally and externally across all interactions.

But, the common question that usually surfaces in the mind is that brand identity and brand image are the same. Or is there any difference between the two? Let’s read about it in detail…

Brand Identity Vs Brand Image: What’s the Difference?

Have you ever pondered upon what distinguishes your favorite brands from their competitors? Why do some brands successfully cultivate loyal customers, while others find it challenging to spark interest in their products?

Or perhaps you're a brand owner grappling with the question, "Why can't my business stand out in the crowded marketplace?"

The answers to these questions lie in two fundamental concepts: brand identity and brand image.

Although brand identity and brand image are often used interchangeably, they are actually quite different. Understanding this distinction can empower you to create a stronger brand that truly resonates with your target audience.

Here is a table that distinguishes brand identity from brand image, providing a clear and concise recap:

Aspect Brand Identity Brand Image
Definition The way a company wants to be perceived by its audience. The perception of the company in the minds of consumers.
Components Logo, colors, design, messaging, and overall visual style. Customer opinions, experiences, and overall impression.
Control Controlled and created by the company. Shaped by the consumers and their experiences.
Purpose To establish a unique presence in the market and attract customers. To reflect the actual reputation and perception of the brand.
Consistency Requires consistent application across all platforms. Can vary between different consumer groups.
Influence Directly influenced by branding strategies and marketing efforts. Influenced by customer interactions and word-of-mouth.
Goal To communicate the company’s values, mission, and vision. To build a positive reputation and ensure customer loyalty.
Examples Nike's "Just Do It" slogan and Apple’s minimalist design. Nike is seen as empowering and Apple as innovative.
Measurement Evaluated through brand guidelines and internal assessments. Evaluated through customer feedback and market research.
Timeframe Developed over time with strategic planning. Evolves continually based on consumer experiences.

This table succinctly highlights the key differences between brand identity and brand image, helping to clarify how each concept contributes to building a successful brand.

How To Build a Brand Identity?

To demystify the process, we’ve broken it down into 10 steps to guide you from start to finish. These steps are presented in a specific order, as each element of your identity builds upon the previous ones. Whether you're creating a brand identity from scratch or rebranding, follow this sequence to design a robust brand identity that sets you up for success.

Step 1: Know Your Foundation

Before diving into the visual aspects of your brand identity, understand that it's the last thing you should address. A brand is like a house; it needs a solid foundation.

First, you must define who you are: What's your personality? What do you care about? What do you do? How do you talk about what you do? These core elements of your brand are what your visual identity will communicate. Without this foundation, you cannot create a visual identity that accurately tells your brand story.

How to Do It:

Before proceeding, ensure you have clarity on:

  • Brand Heart: This includes your brand’s core principles such as purpose, vision, mission, and values. If these are not documented, refer to our guide to find your Brand Heart.
  • Brand Name: If you haven't chosen a name yet, learn how to pick the right one. Remember, you can’t design a logo without a name.
  • Brand Essence: This encompasses your voice, tone, and personality. Check our guides to find your voice and personality for more clarity.
  • Messaging: Know your tagline, value proposition, and key messaging pillars to ensure your visual identity conveys the right story.

Additionally, understand why you’re undertaking this process. If you're starting from scratch, the need is obvious. If you're rebranding, ensure your team understands the challenges with the current identity and the goals of the new one. 

Step 2: Assess Your Current Identity

Good branding is about effective communication. To ensure your visual output aligns with your brand values, personality, and overall story, you need a thorough understanding of your brand.

Conduct a brand assessment to understand:

  • The current state of your brand’s identity.
  • How to craft or tweak your brand identity to align with your goals.

By critically evaluating your brand, you can gain the insights needed to build an identity that accurately reflects it.

How to Do It:

Go through your website or social media handles thoroughly and find out the identity of your brand in the market. See if your brand is making enough impression in front of your audience as it’s required.

Step 3: Audit Your Competition

Building a brand identity is about differentiation: making your brand visible, relevant, and unique. Thus, understanding your competitors and how your brand compares visually is crucial.

Through a competitor audit, you can compare your brand to each competitor as a whole, which can reveal surprising insights.

For instance, during competitive research for a brand, we found that all competitors used the same four colors. This is common in many industries (e.g., Netflix and YouTube's use of red), but it highlighted a great opportunity for differentiation.

How to Do It:

Do a thorough competitor brand audit to assess your top 5 competitors. Pay special attention to how they present themselves in terms of visual elements, trends, industry-specific themes, brand personalities, etc.

Step 4: Hone In on a Visual Direction

After evaluating your current identity and competitors, align your team on the direction to go. Design can be subjective; colors that convey power and strength to one person may be perceived differently by others. Even the vocabulary used to describe your brand can be interpreted differently.

At this stage, you aren't ready to design yet; first, have conversations and exercises to land on a shared vision for your brand identity.

Questions to Consider:

  • What key brand traits do you want to express through visuals?
  • What type of visuals communicate these traits?
  • What do you want people to feel when they see your brand?

How to Do It:

Conduct exercises to guide your conversation. Use the brand attributes spectrum exercise to identify the main brand attributes you want to convey through your brand identity. Multiple meetings may be needed to come to a consensus.

Step 5: Write Your Branding Brief

Once you’ve completed the previous steps, you have the information needed to start designing. However, start with a creative brief that details pertinent information to keep your team aligned and ensure your identity matches your brand goals.

How to Do It:

Work on deeply researched insights got from the research to create a branding brief. Ensure the brief is informative but not overwhelming.

Step 6: Design Your Logo

A brand identity is an intricate design system where each element influences the other, starting with your logo. A strong logo captures your brand's essence and helps you make your mark in the world.

How to Do It:

Sketch your logo in black and white first. Ensure the core imagery is powerful enough to deliver the message without color. Focus on loose shapes and complementary imagery to inspire your logo mark.

Step 7: Choose Your Color Palette

Once you have a solid logo, explore your color palette. Color differentiates your brand from competitors and elicits strong emotions, so choose wisely.

How to Do It:

A good color palette is clean and flexible, providing enough choices for creativity without being overwhelming. This typically includes:

  • 1 main color
  • 2 primary colors
  • 3-5 complementary colors
  • 2 accent colors

Step 8: Choose Your Typography

Every visual element should contribute to a cohesive visual language, particularly typography, which should complement the shape of your logo.

How to Do It:

Limit typefaces to 2-3, including primary and secondary brand typefaces for specific purposes like body copy and UI.

Step 9: Design Additional Elements

Consider your brand's future needs. If you plan to experiment with different content types, ensure these elements are included in your identity.

Elements to Consider:

  • Photography: Set clear guidelines for the types of images and visual treatments that align with your brand.
  • Illustration: Ensure a cohesive and uniform language for illustrations.
  • Iconography: Good iconography is influenced by creative visual language and application, whether for websites or printed materials.
  • Data Visualization: Design visualizations for clarity and comprehension, adhering to best practices.

Step 10: Build Your Brand Guidelines

A beautifully designed identity is wasted if not used correctly. A brand style guide ensures consistency and proper use of your brand elements.

How to Do It:

Include clear, easy-to-follow guidelines for every part of the brand identity, with examples and use cases for print, web, video, and interactive elements. Ensure guidelines are distributed to the team, stored accessibly, and regularly updated. 

Importance of Brand Identity

A robust brand identity lays the foundation for all your brand awareness efforts and plays a crucial role in your marketing strategy. It shapes public perception of your company.

1. Differentiation from Competitors

Brand identity is essential in setting your business apart from the competition. It distinguishes your products or services, ensuring they stand out to potential customers. By integrating motion graphic services into your branding strategy, you add a dynamic visual element that engages your audience and enhances the appeal of your offerings.

2. Establishing Brand Personality

Your brand identity visually communicates your brand's core values and personality. It should reflect the essence of your company and support your business goals. A well-designed identity sets the tone for your business and the type of services you offer. If you need assistance with your branding, consulting a professional branding company, like that us at Goldenflitch, can provide excellent results at affordable rates.

3. Ensuring Consistency

A strong brand identity allows for a consistent message across all marketing materials. Consistency in style, design, and even font usage creates a cohesive branding strategy. This consistency makes your brand easily recognizable, helping the public identify your products and fostering a sense of familiarity.

4. Building Customer Loyalty

An effective brand identity fosters customer loyalty and trust. It connects your products to your company, encouraging repeat business. For instance, agencies like us specialize in creating compelling brand identities. Offering corporate swag can also enhance brand loyalty, ensuring customers choose your products over competitors.

5. Raising Brand Awareness

A strong brand identity increases awareness of your products and services through consistent marketing efforts. This heightened exposure attracts more potential customers, ultimately boosting sales. By featuring your brand prominently in your marketing materials, you ensure greater visibility and recognition in the market.

Some Strong Brand Identity Examples

Building a powerful brand identity is essential for distinguishing a company in the marketplace. Here are a few examples of brands that have excelled in creating a strong, memorable identity:

1. Tesla

Tesla stands out for its focus on innovation, sustainability, and high-tech design. Their sleek electric cars and the bold Tesla logo make a strong impression. Tesla’s commitment to eco-friendly technology appeals to people who care about the environment and love cutting-edge gadgets.

2. Lego

Lego is all about creativity and fun. Their colorful bricks and the simple, recognizable logo invite both kids and adults to build and imagine. Lego’s emphasis on play and learning has made it a beloved brand across generations.

3. Disney

Disney is synonymous with magic and family entertainment. The famous castle logo and characters like Mickey Mouse evoke a sense of wonder and nostalgia. Disney’s consistent delivery of magical experiences through movies, theme parks, and merchandise keeps families coming back for more.

4. Adidas

Adidas focuses on sports, style, and performance. The three-stripe logo is easily recognizable, and its association with top athletes adds to its credibility. Adidas combines high-quality sports gear with trendy designs, appealing to both athletes and fashion-conscious consumers.

5. BMW

BMW is all about luxury and performance. The iconic logo and sleek car designs represent superior craftsmanship and driving pleasure. BMW’s reputation for quality and advanced engineering attracts car enthusiasts who appreciate both style and speed.

6. Hermès

Hermès stands for luxury and exclusivity. The elegant logo and signature orange packaging signify high-end craftsmanship and sophistication. Hermès’ timeless designs and high-quality materials make it a go-to brand for those seeking premium luxury products.

7. Netflix

Netflix is known for entertainment and convenience. The bold red logo and user-friendly interface make it easy for viewers to enjoy their favorite shows and movies. Netflix’s original content and personalized recommendations have made it a leader in the streaming world.

8. IKEA

IKEA focuses on affordable, stylish home furnishings. The blue and yellow logo and minimalist designs are easy to recognize. IKEA’s practical and trendy home solutions make it a popular choice for people looking to decorate their homes on a budget.

9. Patagonia

Patagonia is dedicated to environmental sustainability and outdoor adventure. Their simple mountain logo and commitment to eco-friendly practices resonate with nature lovers and outdoor enthusiasts. Patagonia’s high-quality gear and strong environmental stance attract loyal customers.

10. Nike

Nike is all about athletic inspiration and empowerment. The iconic Swoosh logo and “Just Do It” slogan are known worldwide. Nike’s dynamic imagery and motivational messaging appeal to athletes and fitness fans, making it a top choice for sportswear.

These brands show how a clear and consistent brand identity can create a strong connection with customers and stand out in the marketplace.

Now, why do you need a professional brand identity specialist?

Creating a strong brand identity is crucial for any business, and this is where a professional brand identity specialist comes in. Here’s why hiring an expert can make a significant difference:

1. Expertise and Experience

Professional brand identity specialists have the training and experience to understand what makes a brand successful. They know how to create a cohesive and appealing identity that reflects your business’s values, goals, and unique selling points. Their expertise ensures that every element of your brand, from the logo to the color scheme, is carefully considered and strategically designed.

2. Consistency Across All Platforms

Consistency is key to building a recognizable brand. A professional ensures that your brand’s visual and verbal elements are uniform across all platforms- whether it's your website, social media, or marketing materials. This uniformity helps build trust and recognition among your audience.

3. Saving Time and Resources

Developing a brand identity can be time-consuming and resource-intensive. By hiring a specialist, you save valuable time and resources that can be better spent on other areas of your business. Professionals streamline the process, efficiently delivering a high-quality brand identity.

4. Objective Perspective

Sometimes, being too close to your business can cloud your judgment. A brand identity specialist brings an objective, outsider’s perspective, helping to highlight strengths and identify areas for improvement that you might overlook. Their impartial view ensures that your brand identity resonates well with your target audience.

5. Access to Advanced Tools and Techniques

Brand identity specialists have access to advanced tools, software, and techniques that can enhance the quality of your brand’s design and presentation. They stay updated on the latest trends and best practices, ensuring that your brand identity is modern and competitive.

6. Strategic Planning

A professional doesn’t just create a logo; they develop a comprehensive strategy that aligns with your business objectives. This includes understanding your target audience, market positioning, and long-term goals. A well-thought-out strategy ensures that your brand identity supports your business growth and adapts to market changes.

7. Building Trust and Credibility

A professionally designed brand identity exudes professionalism and credibility. It signals to potential customers that you are serious about your business and can be trusted. This trust is crucial for building long-term relationships with your audience.

8. Differentiation in a Crowded Market

In a competitive market, standing out is essential. A brand identity specialist can help differentiate your brand by creating a unique and memorable identity. They understand how to highlight what makes your brand special, helping you attract and retain customers.

9. Enhanced Emotional Connection

A strong brand identity evokes emotions and creates a connection with your audience. Specialists know how to design elements that resonate emotionally with your target market, fostering loyalty and engagement.

10. Long-Term Investment

Investing in a professional brand identity may seem costly initially, but it’s a long-term investment that pays off. A strong brand can lead to increased customer loyalty, higher sales, and better market positioning, ultimately providing a significant return on investment.

All in all, a professional brand identity specialist brings expertise, consistency, strategic insight, and an objective perspective that can transform your business’s brand presence. By investing in their services, you set your brand up for long-term success and differentiation in a competitive market.

How can Goldenflitch help you build a brand that resonates with your audience?

Goldenflitch is dedicated to helping you create a brand that not only stands out but also deeply resonates with your audience. We achieve this by thoroughly understanding your brand’s core values and conducting comprehensive market research to position you uniquely in the market. 

Our team of experts creates a cohesive visual identity and compelling brand story, ensuring that every design element and message aligns with your brand's personality and appeals to your target audience. 

With ongoing support and tailored solutions, we make sure your brand evolves and stays relevant in a competitive market, ultimately fostering a deeper connection with your customers and driving long-term success.

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