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.
In this article, we will look at:
1) What is brand identity?
2) Ways to ensure content reflect the brand
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 that 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, companies need to:
1) Know who they are
Before creating a brand identity, companies need to know who they are as a brand and what they are trying to present to the public. By asking themselves the following questions, companies 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 a company has figured out who they are as a brand and have come up with a detailed plan that outlines the brand’s heart, messaging, and identity, they can create a tool that can effectively 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, they 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 companies to understand their target audiences and decide how they are going to present their brand image. Personas help companies identify both demographic and psychographic information about their consumer, which will provide valuable insight. Whatever content a company creates should appeal to potential customers. Creating buyer personas will help companies make effective design choices that fit their 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 a company’s competitive landscape, a company’s attempt at building a brand identity might lead nowhere. To create an outstanding brand identity, companies should pay attention to how their competitors present themselves.
5) Write the creative brief
With all the information gathered from the previous steps, companies now have everything they need to start the design process. They will need to sift through all the data collected and transform their 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 companies can unleash their creativity to create visual content that will attract their target audience. Anything from logos to blog content can be created during this process, with the primary purpose of establishing 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. They also provide access to their PR database with over 75,000 journalists so that companies can filter through to find their perfect media match. Because digital PR and marketing have become essential parts of any company’s overall strategy, Pressfarm also helps increase online visibility through search results of various search engines to help search engine optimization.
How to ensure your content reflects your brand identity
Once a company establishes its brand identity, it must do whatever it takes to maintain this identity. For that to happen, companies 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, for companies to establish themselves and build loyalty, they need to design all elements of their identity to be easily recognizable. It should be simple and remind people of the brand but unique enough to catch their eye.
2) Be consistent
While a company may use various platforms to send out its message, the brand message must remain consistent. It should be clear and unambiguous across all products and platforms because this gives a company a better chance to reinforce its message.
3) Review existing content
By reviewing existing content, companies can see whether their current brand identity is working in their favor or whether they need to tweak it to make it more relevant to their target audience. They can see whether their visuals are striking enough to capture attention and their published content is informative enough.
From there, they can either start afresh or edit an existing plan so that their reach goes beyond their existing customer base.
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 a positive relationship and not be forgotten, companies need to periodically provide information about their company or insight into trends in the industry. Businesses 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 a 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 be able 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.
A company’s brand identity sets a company apart from its competitors in a highly saturated market. It shows the audience who the company is and what they can expect when working with them. For brands to be perceived positively, companies must create designs and content that accurately portray who they are. Through their own time and effort or with PR professionals’ help, companies have to create a brand identity conveys positive brand messaging.