There is often a misconception that a “brand” is simply the logo, the color scheme, name, or font a business utilizes. Although branding got its humble origins from burned insignias on products back in the day to show ownership, branding has evolved by leaps and bounds.
Contrary to its origin, brands are no longer just pictorial symbols that associate a product with a company. Today, brands encompass more. Brands encapsulate every interaction clients — both visual and peripheral— no matter if they were perceived to be a positive or negative experience.
To develop a truly impactful brand identity, It must be tangible. It must appeal to the senses. It must fuel recognition, it must amplify what makes your business different, and it must make your grand ideas, your messaging, and the meaning behind your concepts decipherable and accessible.
To create a brand that resonates, you must first have a solid understanding of who your ideal clients are. To do so, you must invest some time in conducting a thorough buyer persona research.
A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.
Dig deep into insights about your buyers’ decisions — their specific attitudes, their concerns, as well as the criteria they have that drive prospective clients to choose you, your competitor, or the status quo. In other words, who are your ideal clients and what makes them tick?
Every branding decision you make must be backed by a marketing strategy that is built around your buyer personas. As your brand inevitably evolves over time, you must put your buyer personas front and center.
Remember that your brand is not what you make it but what your market feels about your company. Here are three things you might’ve overlooked:
Often times, when we think about brand in terms of visual experience, we zero in on logo or brand name. While those two components are definitely important visual queues of what your business is and what makes it different from its competitors, don’t overlook the following visual components:
Remember that your brand is all about how you are perceived by your target audience. These two components help shape their perception of you:
Your brand story is the lifeblood of your entire brand identity. It defines your business, its values, its message, and what makes it different. The story of your brand should be the heart and soul of all of your brand assets. Here are some questions that can help you formulate your brand story.
Provide a back story that explains where you came from. Pedigree can be established in any number of creative ways. There’s no better way to legitimize your brand then by anchoring it in the past.
|Brand Origin||What is the origin of your brand?
How did it get started? Who was it intended for?
|Brand Narrative||Who is the hero of your story?
How are you supporting and empowering your audience to overcome their obstacles?
|Brand Differentiation||What makes your brand authentic?
What makes your brand's solution offering dofferent from its competitors?
There is a lot more to brand development than what meets the eye. For a brand that truly stands out, resonates, and endures, it’s important to develop a strategy every step of the way for every aspect of your brand’s identity.