Building a strong brand identity requires strategic thinking, strong communication and design skills, and an in-depth understanding of the brand. Just as individuals have unique identities, a company’s brand identity sets them apart from other companies in their industry.
To create a compelling and clear brand identity, we need to understand what it is and how to create content that reflects a brand’s identity.
What is brand identity?
A brand identity is a collection of elements that a company uses to present a positive image to its existing and target consumers. It makes a brand instantly recognizable and forges a connection between a company and its customers. A good brand identity also builds customer loyalty, and determines how customers will perceive a brand.
Having a brand identity makes a company more memorable. It also presents the brand as an authoritative thought leader in the marketplace. A company with an established brand identity can develop credibility and trust among its customers.
The key to strong brand identity is having a good design process that is distinct, memorable, scalable and flexible. The chosen design should also be cohesive and easy to apply. Finally, it should work for everyone who interacts with the content. To build visibility, a company’s brand identity and content need to stand out among its competitors, capture people’s attention, and have a positive visual impact. A strong brand image should also grow and evolve with the brand.
To develop a strong brand identity, you need to:
1) Know who you are
Before creating a brand identity, you need to know who you are as a brand. You should also be clear on what you are trying to present to the public. By asking yourself the following questions, you can build their message and create a cohesive brand image.
- Why did we start the business?
- What are our beliefs and values?
- What sets us apart?
Once you’ve figured out who you are as a brand, you can come up with a detailed plan that outlines the brand’s messaging and identity. You can also create a tool to help communicate the company messaging as a whole.
2) Dig into the current brand identity
The key to creating a strong brand identity is understanding how a company is perceived internally and externally. By looking into a company’s current brand identity, you can either build a new brand identity from scratch or update one that isn’t eye-catching enough.
3) Know the buyer personas
Building buyer personas is an excellent way for you to understand their target audiences and decide how you are going to present your brand image. Personas help companies identify both demographic and psychographic information about their consumer, which will provide valuable insight. Whatever content your company creates should appeal to potential customers. Creating buyer personas will help you make effective design choices that fit your target consumer’s needs, wants, and values.
4) Identify the competition
Building a brand identity is all about trying to be unique, visible, and relevant in the industry. Without a complete understanding of your company’s competitive landscape, building a brand identity might lead nowhere. To create an outstanding brand identity, you should pay attention to how your competitors present themselves.
5) Write the creative brief
With all the information gathered from the previous steps, you now have everything they need to start the design process. You will need to sift through all the data collected and transform your text-based information into appealing, clear visual concepts.
6) Design the individual elements
This step can be the most fun but also the most challenging; it is when you can unleash your creativity to create visual content that will attract your target audience. You can create anything from logos to blog content during this process. The primary purpose is to establish a solid brand identity for a company.
Each element of the design process should influence the other regardless of whether it is text-based or visual. This can be complicated, since there are quite a few elements that companies need to keep in mind when trying to create a cohesive brand identity.
For this reason, PR agencies like Pressfarm help companies and individuals create newsworthy content that can be used to enhance their brand image. Pressfarm works with businesses to develop everything from email pitches to blog articles to establish themselves as experts in their industry.
Pressfarm also provides access to a PR database with over 1 million journalists. With this database, companies can filter through to find their perfect media match. Ultimately, by relying on Pressfarm for your content creation and distribution needs, you can boost your brand’s online visibility.
How to ensure your content reflects your brand identity
Once you establish your brand identity, you must do whatever it takes to maintain this identity. For that to happen, you need to continuously create content that accurately reflects the brand identity. Here’s how to do that:
1) Design a recognizable brand
There is no point going through creating a brand identity if no one knows about it. A brand is more than just a logo. Even so, to establish your brand and build loyalty, you need to make all the elements of their identity easily recognizable. It should be simple and remind people of the brand but unique enough to catch their eye.
2) Be consistent
While you may use various platforms to send out your message, the brand message must remain consistent. It should be clear and unambiguous across all products and platforms. Ultimately, a consistent message will give your company a better chance to reinforce its message.
3) Review existing content
By reviewing existing content, you can see whether their current brand identity is working in your favor or whether you need to tweak it to make it more relevant to your target audience. You can also see whether your visuals are striking enough to capture attention and your published content is informative enough.
From there, you can either start afresh or edit an existing plan to widen your reach.
4) Engage on digital platforms and communicate regularly
Digital PR and marketing have given companies the ability to communicate with their audiences regularly. To develop positive relationships and remain top of mind, you need to periodically provide information about your company. You can also share insight into trends in the industry. You can do this by offering regular newsletters that contain exclusive discounts, social media posts that direct users to their website, or creating other incentives to get people interested in the brand.
Social media platforms have now become the prime locations for customers to voice their opinions about individual companies, products, and services. Since it is a place that allows conversations to develop, generating social media engagement demands the most creative, tolerant, and friendly people. However, when done correctly, it can be genuinely beneficial to your company’s brand identity.
Content strategies to build your brand identity
1) Guest posting
Guest posting helps you to establish your brand as a thought leader in the industry and to reach a wider audience. Ultimately, by partnering with other industry authorities to publish quality blog posts on their site, you will strengthen your brand identity.
2) Press kit design
A press kit can act as a home to all your branded content, in addition to making a good impression on journalists. Designing a good quality press kit which both members of the media, as well as your target audience, can refer to for more information about your brand is a good idea.
3) PR outreach
Beyond creating quality content for your audience. It’s important to build a media outreach strategy to get this content in front of the right eyes. In order to do this correctly, you need to build a media list of journalists in your niche. You also need to learn how to write a pitch that will stand out.
Since the media play a big part in a brand’s reputation, connecting with the right members of the media could make all the difference for your brand.
Your brand identity sets your company apart from your competitors in a highly saturated market. It shows the audience who the company is and what they can expect when working with them. In order to be perceived positively, you must create designs and content that accurately portray who you are. Through your own time and effort or with help from PR professionals, you create a positive and memorable brand identity.