Tips on how to build a strong brand identity (First Part)
Regardless of how great your product/service you’re selling is, your brand identity is the one that makes the difference. The look and feel of your branding are in the tiniest details – from logo, color palette to the fonts you use and the customer experience you provide.
Whether you’re a business owner or a freelancer trying to enhance your personal brand, Cara Vision’s team is here to offer you support every step of the way. One vital aspect is to provide value to your audience, regardless of your area of activity.
And because we practice what we preach, we’ve started a blog to share free tips on branding, social media strategy, marketing activity and everything your business needs to stand out and generate the desired results.
Ok, but let’s go back to this brand identity thing. What is it exactly and what goes into building it?
To be fair, brand identity is such a broad subject that we could write actual books about it. To demystify the process, before getting down to business, you have to:
1. Understand what brand identity is.
Marty Neumeier (branding pro and author of many books on branding, design, innovation and creativity) defines a brand identity as “the outward expression of a brand, including its trademark, name, communications, and visual appearance.”
In other words, a brand identity consists of how your brand communicates with the audience, feels and looks. Some companies made an art out of brand identity (think about Apple, Nike, Diesel, Levi’s and Coca-Cola to name just a few). This is the level you should aim for – while being aware that you can’t achieve it overnight. It requires research, a great team, a clear purpose, resource investment and a great understanding of your targeted audience.
We’ve put together a list of books that helped us gain a better grasp of the fascinating world of marketing:
• *The Brand Gap: How to Bridge the Distance Between Business Strategy and Design - Marty Neumeier
• *What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest - Denise Lee Yohn
• Zag: The Number One Strategy of High-Performance Brands - Marty Neumeier
• Positioning: The Battle for Your Mind - Al Ries and Jack Trout
• Marketing 4.0: Moving from Traditional to Digital by Philip Kotler*
That’s all for now. Stay tuned for the next article of the series that will be dedicated to finding & communicating your brand’s purpose.