What is a brand identity?
Identity, The trait which gives a name, a personality – The special feature or characters which only belongs to a certain thing or being. Identity is the accumulation of our all kinds of qualities/features which establish a reputation of an individual.
The brand is also, an identified individual where its prime focus is to grow and spread their branches and catch as many connections. To maintain a brand reputation in the target market, the brand has to stand out in the population; the character is the only factor which can make a brand attractive.
The first and the foremost thing which grabs attention is that visual element of the brand. It should be like what your company is?
A logo is the smartest version of explaining any brand identity. Just think about a blank & white plain sheet which has content written on it, Will anyone is interested in reading the pamphlets or flyers. Every company has its own methodology to design or create products. These distinguished approaches make every brand eccentric. After all the logos, colors, actions, campaign planning should pronounce the journey of growth.
On every vacation I use to travel to Kolkata and whenever my vehicle passed from Ballygunj the aroma of baking Britannia Biscuits is still imprinted on mind and reminiscence to the memories of childhood. So here an image of that particular brand Britannia overpowers that much that people know how it smells like without even proper visible sight. This is how Britannia connected emotionally with its consumers.
Creating a brand involves a huge amount of money, an abstract colorful designed logo by a renowned designer, organizing massive events with the proper PR activities and with a social and digital presence. Not at all, it requires a clear idea with lots of effort to make that idea happen.
The base of any brand is their understanding that who their customers are and how they perceive your company. Customer identification, treatment, services, and caterings should be in first priority. Both the employees and customers develop a positive or negative feeling towards a company based on how a company represents and conducts itself.
Creating a brand requires to build a trusted pillar in which the consumer can rely on. Maintaining honesty and quality is the only thing which can make them survive.
To identify an organization as a brand, they have to make sure the brand should reach out to its customers, the consumer can relate to your brands be it personally, really should be tangible enough according to the market.
The brand should please the consumer, it shall give a positive inviting vibe and feeling so that consumer do not get hesitate to connect to it. In other words, the brand will be the conversation initiators.
When it comes to brand image our thought process gets confined to the logo, it is the face of the company but while making we have to make sure that we should not miss the agenda behind. Otherwise, the whole work is done when the logo gets approved.
Establishing a brand is a keen process of writing brief or researching key differentiators. Logos are just one more way to create presence, It can be a self-explained sentence, It can be language, It can be a connection that should be universally understood and enjoyed.
The four important ingredients for making memorable identities. But wait how we can make a memory –one-word answer “EXPERIENCES”.
And to create those experiences we can use these ingredients –
- Understanding- A clear picture in mind what we are, what we do, How we do, How it makes their life easier and Why us?
- Research-Every piece of work requires a research check for its functioning, planning, strategizing, circulating and catering. From Target audience to competitors the most important thing required i.e. research.
- Depth- Every piece of information, representation should possess depth otherwise how will it build trust?
- Performance- Our performance reflects the efforts and it is the result of the whole promises and planning we claim.
So while creating a brand you have to take your consumer to journey of reason to believe.
The whole the communication process should work in this framework, at first we have to propagate the reason why they should choose us then catering services with appropriate communication so that they can enjoy belief and trust.
Avoid committing mistakes when you are creating a brand.—
You are never allowed to make any mistakes. The clarification of ideas should be done prior. And always crosscheck on deliverables and keep a track record of the ongoing work process and try to witness the growth pattern.
Picking Colors- While picking colors for logos, templates, themes, content or any representation should have some identifiable colour in common which could represent their parent and what they are specialized in but while deciding the colour we have to make sure it should reflect some meaning associated with the organization. While picking colours we also have to cautious that about the future guidelines, colour psychology, and its meaning and conversion. We also have to check to do this colour is associated with any community or it’s a part of any movement. It doesn’t mean we can’t change it but after the change, it should not look paradox it should still be near to the original one. Changing the whole things or massive changes might distort the company audience.
Symbols- A small piece of identification which speaks a thousand words. So while creating a symbol or logo make sure about the versatility of the symbols in marks.
Real life example- Put real-life examples to every deliverable so that the target audience can relate their need with your brand story and it’s almost like indirect provocation so that they could feel the same connection. For eg- We have seen in many ad films that they make the regular story of a mother explaining their concern due to sweet food causing a cavity.
Research- The mother of all elements which includes digging downs the topic, sketching, planning, formalizing, polishing and delivering. This stage is supposed to be the most regressive session where we have taken out the hidden gems and develop it to a full-fledged content.
Conclusion– Experiences leads to memories. So for creating a memorable brand identity, we have to make our consumer’s experience as rich as possible. So that they can remember our brand as their associative partner after all “consumer is the king”.
Blog Credit: Puja Chakraborty
