Whether you’re crafting your brand identity from a temporary office space in Adelaide or a beach in Bali, your aim will be the same—to ensure it’s unique, attractive, and memorable. Alongside helping you stand out from the competition, a well-crafted brand identity helps you communicate effectively with your audience. So, how do you create one?
Below are six tips to get you started:
1. Research your target audience
It all starts with knowing your target audience. Who are they, and what are their interests and pain points? Knowing these factors will help you create the most effective identity.
Begin with market research. Dive into social media and dig through your website analytics to find out the demographics and preferences of your existing customers. Customer satisfaction surveys can also help. Additionally, if you already have a robust website, identify which pieces of content work best and which ones aren’t inspiring engagement. This exercise will help you understand what makes your audience tick.
2. Pick your brand’s tone
As the name suggests, your brand tone sets the tone for how you communicate your values and beliefs to your audience. Is it serious or funny? Formal or casual? The specific way you communicate sets your brand apart.
To find the right tone, consider your brand’s values and purpose. Your brand’s archetype may help clarify that, as will summing up your brand’s personality in three words or less. If you’re feeling stuck, see what the competition is doing and find a way to stand out.
3. Pick your color scheme
The right color scheme creates a powerful and memorable visual identity—just think of the red and white of Coca-Cola. Settling on the right colors requires some knowledge of color theory basics.
With a grasp of the fundamentals, you can move on to identifying the most appropriate color combinations. Remember, colors affect mood, so take that into consideration. For example, red brings out passion, excitement, and hunger, while blue is all about peace and calm.
4. Choose a great name
Crafting a name that’s unique yet easy to remember is essential to a strong brand identity. Start with a brainstorming session: write down whatever comes to mind, and sift through the ideas to identify names that accurately reflect your brand identity.
If you’re feeling stuck, do competitor research. In addition to helping you find names that are common in that industry, this will also help you avoid ones that are too similar. Finally, choose one that’s easy to say and spell.
5. Create a visually appealing logo
An appealing logo—just like an appropriate color scheme—is a great way to craft a powerful visual identity. Start by researching logos you admire, both within your industry and outside it. Take a look at current logo trends to get some inspiration. Knowing basic design principles can help you grasp why certain logos work and others don’t.
6. Be consistent
Consistency is key to any brand identity. Repeated exposure to your brand’s logo, colors, and tone is how customers get familiar with what you stand for and what you look like. Constantly changing those elements only leads to customer confusion.
Style guides are a great way to do this. They help create a consistent look and feel for your brand. Whether you’re shooting a professional video or printing out business cards, style guides that detail your brand’s tone, color scheme, and logo design ensure customers recognize and remember your brand.
A brand identity is essential for a business to convey its vision and values to its target audiences. Keep the six tips above in mind to make yours unique and memorable.