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10 Creative Steps to Designing Brand Identity
Defining the core of your business and projecting it to consumers is a difficult task. It requires an in depth analysis of your company, how it functions, and its dynamic. These ten steps will help guide your thought process through each element of your business and provide a rubric to designing your brand identity. Some of the most successful brands such as Disney, Starbucks, Mac and Levi’s all have one thing in common: strong, recognizable features in their identity. Unique branding sets a business apart from competitors and draws in consumers like attracting bees to honey. Creating a brand identity that supports the ideas and values of your business requires a lot of strategizing. Whether you seek help from a web development agency or do it on your own, here are 10 creative steps to help your business along its journey to self-discovery.
1. Define the Purpose Ask yourself the question your English teacher inquired about every day in high school, “why?” Why should consumers care? What sets your products or services apart from everything else available in the market? Begin with the basics and gain a deeper understanding as to what your company stands for. Are you constantly in demand? Will customers head to your doors during their leisure time? Think about how your business is a solution to a particular problem or need and prepare to promote those benefits of your products or services around those principles.
2. Understand the Target Market Who are they? How does your business service them? Part of creating a defining identity for your brand stems from understanding your consumers. Remember they are your foundation and they need to feel your brand is recognizable, familiar, and most importantly trustworthy. A study by the Edelman Trust Barometer shows 80% of people will buy products from a company they trust. By creating a customer-centric identity that shows your business cares about its audience and by integrating that into what your company represents, consumers will be more likely to purchase your product.
3. Design a Strong Logo Your logo is a symbolic representation of your business. Everything from colors to styling tells a story about what your company stands for. It will be the ultimate face of the brand, so think carefully and don’t be afraid to update it when necessary. Over the years, many famous logos have been altered to appeal to modern markets. Let’s take a look at the progression of Starbucks’ siren logo for example: