Brand identity is related to the brand, and people often only know this term-limited to discussing the brand as a name for a product. Though brand identity is a broader element than that. Brand identity or brand identity are all parts that shape people’s perceptions of a brand. There are various elements in the brand identity that are used to convey the character, commitment, and value of the product to be better known by consumers.
It includes what the brand wants to say, what the values are, how to communicate it, and what you want others to feel when they interact with your product. Or it can be said that brand identity is related to how the character of your business is known, understood and always remembered by consumers. With so many aspects touched, it’s no wonder that a business will try very hard to allocate significant funds to build a brand identity.
In this article, we will discuss what are the important elements that influence in building a brand identity. The following is the full explanation.
The logo is an important part of brand identity. Although the logo is not the whole identity of a brand, the logo is an important element in the branding process. A logo is the best-known part of a brand. The logo is on almost everything related to business and products, ranging from products, social media, websites, other promotional media, business cards, cooperation proposals and so forth.
An attractive shape has a function that is as important as a logo. It is undeniable that an attractive form determines the initial decision about why a consumer chooses to buy your product. An attractive form includes many things such as packaging, presentation methods, store interiors, website design, social media design, employee appearance and service to consumers.
The study of “the impact of color on marketing ” suggests that 90% of people will make the decision quickly to buy a product or not for color reasons. Products with colors that stand out more than others are said to be more recognizable and remembered by consumers. In addition, color also influences how consumers see the “personality” of the brand.
Use language that matches your brand identity. If the identity built is a luxury brand, then use professional language. But if the formed identity is more casual, then try to talk more using a more familiar language. It should be noted that the language you choose must be applied to all elements of the business.
This element is usually found in the case of correspondence and documents. In your business, of course, ever send an email, make a business card or document. Creating templates for this sort of thing will give your business a more integrated, credible and professional look and feel. Even small things like email signatures also need to be made templates to match one another.
Consistency is an element that can grow or even destroy brand identity. Why does it happen? This is because consistency is needed in all elements forming an identity. You must be consistent when determining brand goals, logos, use of color, language, templates, quality and so on.
Consistency is indeed needed, but of course, it must be accompanied by flexibility in certain matters. You must remain flexible in looking for new things in the community that can be incorporated into the product for the sake of improving quality. Flexibility allows adjustments in promotions, slogans, and even modernizes and modifies identities to make consumers interested. But in this case, there are things to consider namely the adjustments made must be consistent across all elements of your brand.
One of the most effective ways to ensure that a brand identity is built consistently is to create a set of guidelines and document what should and should not be done. Creating clear and integrated guidelines will make it easier for marketers to build a brand identity in line with a predetermined identity.
Something will be better known and feel closer if emotionally connected. A strong brand identity can build emotional relationships with consumers. This is a strong foundation for building lasting relationships between consumers and your brand.
What does that mean you make a very slick design with a selection of colors that stand out if not promoted to people? Promoting is a way to introduce your brand to your target market. This is a way to make your brand identity known.
Creating a strong brand identity does require more effort in collaborating various elements above. But the effort will be commensurate with the results obtained. When consumers immediately recognize who you are and what you have to offer based only on the logo, or just the color, the brand is more than just a name and symbol.