4 Steps for Developing a Unique Brand Identity

To develop a strong brand identity, you must ensure your business has a personality and provides value to customers. It takes 5 to 7 impressions to remember a brand, so focus on what your brand says–and its values.

Most people consider their business logo their brand., but a logo is a business symbol and a small part of your brand identity. Developing a strong brand identity is essential as it makes you stand out from the crowd. Here’s how to create a strong brand identity for your business.

1.    Research Your Target Audience

Researching your audience is the first step towards creating a unique and memorable brand identity. Make sure your market research clarifies these five points:

• Audience: Learn what your audience wants from a business in your industry.
• Competition & value proposition: Understand the value you bring your customers and the difference between you and your competition.
• Mission: Have a clear mission statement and know what your business offers.
• Personality: Infuse your personality into your business to represent your voice.
• Complete a SWOT analysis: Know your strengths, weaknesses, opportunities, and threats.

Businesses that research their target audience are 60% more profitable. That’s because they prioritize their audience’s needs and wants.

2.    Breathe Life Into Your Brand

Once you understand your audience well, it’s time to breathe life into your brand. Start by designing your logo. It’s a crucial element in branding. Almost 75% of people identify a brand by its logo–because a logo communicates a brand’s personality.

So, make sure your logo is visible everywhere—on your website’s homepage, your business cards, and in your online advertisements. Carvana, a used car dealerships platform, is an example of a business with great branding.

Ensure your logo is interesting, has a great color scheme, and stands out from the rest. Having a great logo is the best way to validate your professionalism.

3.    Sell Your Brand Online

The best way to integrate your brand into your community is through content marketing. Creating quality content gives your brand life online. Great content speaks for itself. It tells the story of your business and defines your brand.

Nearly 47% of consumers read 3 to 5 pieces of content before buying a product or service. In simple words, great content translates to a great brand. Boring content means the brand is boring. Great content engages and moves your audience emotionally. It establishes an emotional connection with prospects and customers, making a lasting impression.

4.    Know What to Avoid

Unless you know what to avoid, it’s easy for your brand to fail (despite creating a unique brand identity). To ensure your brand steers clear of failure, use appropriate language and visuals to express your message. Don’t send your customers mixed messages.

Imitation may be the best form of flattery, but it can affect your brand identity. Avoid imitating your competitors. Instead, make your brand unique. That way, it will stand out like a red rose in a sea of grey. Don’t use poor visuals and keep asking for feedback from your existing customers.