7 Essential elements to develop a unique brand identity
Business branding or rebranding is no easy task.
“What should it look like?”
“What should be the colour scheme?”
“What about the logo and tagline?”
The moment you put the thought of business branding on the table these and more such questions are inevitable.
But wait, the logo and tagline, the colour scheme and visual theme, is that branding is all about? Certainly not! Business branding comprises more than just visual aesthetics.
So, what should you focus on when building a brand? Let’s tackle the important question first.
What does a “brand” mean?
A brand is more than a company name and a logo that makes you different from the crowd. A brand is how your customers perceive your business whenever they purchase a product or service from you. A brand is an impression you make on people – impressions that you can control, and ones that you can’t.
So, how to build a brand that leaves a lasting and positive impression on your customers, a brand that’s unique and memorable?
Your branding strategy needs to involve essential branding elements to build a strong cohesive brand identity.
We have taken the gist from our expert team at Prestancia Technologies and laid out the groundwork here about the essential branding elements every business needs.
7 Essential elements to add to your branding strategy
- Brand name
It may seem easy on the surface but deciding a brand name can be intimidating. After all, a brand name is the element people resonate most with.
Choose the brand name that is original, easy to remember, and stand out within your niche. Also, let’s not forget the logo design. Before you finalize your brand name, at least have an idea how you want the logo to look like.
What comes to your mind first when you see the apple with a bite taken out of it? Apple Inc. The big black tick mark is enough for people to know the product is from Nike.
Similarly, the red and white ‘Coca-Cola’ logo has a history of 130 years and still resonates well with the generation today.
A logo is more than a company name written in fancy fonts or a pictorial mark. A brand logo is the only element that lives everywhere and stands for the entire brand experience. Needless to say, it’s an important branding element.
When you think about the brand logo the tagline inevitably comes trailing behind.
“There are some things money can’t buy. For everything else, there’s a MasterCard.” The tagline is informative enough that you don’t need to second guess the brand.
“Dil kholo, duniya khul jayegi”, this tagline of Facebook, India evokes people’s senses and encourages them to take action.
A tagline helps people quickly understand the brand’s purpose. So, better keep it short, memorable, and informative.
- Clear brand purpose
Yes, brand purpose is an essential branding element. In fact, it’s the first thing you should determine while working on your branding strategy before anything else. The brand’s purpose is the major reason why the brand should matter to your customer. It tells and shows people how your brand is different and why anyone should buy from you.
So, how can you define a clear brand purpose? Ask yourself these questions:
● How is your brand different and more efficient than your competitors?
● Who is your ideal audience? Who do you offer products or services?
● What is your USP? Why should customers choose your brand over others?
- Brand personality
Have you ever imagined your brand as a person? Think about it. Every person has a brand. They have a unique name, face, voice, style, different ways of communicating, and the impression they leave upon others. That comprises their personality.
Likewise, brands have unique personalities. Decide how you want your brand to portray to your customers. Do you want it to come across as classy, funny, feminine, or supporting a specific cause? Determine your brand personality before anything else. And let it be seen cohesively in every other element of business branding – brand name, logo, tagline, colour scheme, website design, and other elements.
- Colour scheme
The brand colour scheme is more than making your brand look visually aesthetic. It’s more about what kind of emotions you want to evoke in your customers’ minds. Apple’s logo, for example, represents elegance and class, while the colour blue represents trust and logic. No wonder it’s the brands like PayPal and IBM that went with the blue.
These brands didn’t come up with these colour schemes randomly. Rather there was colour psychology involved. And your brand should have it too.
So, decide your colour scheme that represents the brand personality. Think about how you want your customers to feel and let the colours and visual aesthetics do their work.
Bonus tip: Do not pick too many colours as it will only confuse your customers. When in doubt, remember, only three colours are allowed!
- Tone of voice
Brand logo, tagline, and appealing visual aesthetics will create the best first impression on your audience. But what will probe them to interact is the brand content.
The content on your website, blogs, landing pages, social media, print, and digital marketing speaks for your brand. It represents your products and services and brand values, and most importantly, encourages people to take action.
So, keep the tone and content style cohesive with the brand personality. Keep it simple, consistent, and information-rich to provide a seamless experience to your customers.
Whether you are newly opened or want to climb new heights, you want your customers to rely on your product or service. And this can only happen with strong branding and a satisfying customer experience.
When you want to build your brand with a unique and memorable identity, it’s better to take the help of experts. So that you can focus on quality products and customer satisfaction.
For everything else that your business branding needs, we at Prestancia Technologies have got your back.