How to Create a Strong Brand Identity for Your Organization
A strong brand identity is essential for any organization that wants to succeed. It can help you attract new customers, build loyalty with existing customers, and boost your bottom line.
Every organization needs to have a distinct brand identity.
Why, exactly? Well, your brand identity is how your organization represents itself to your target audience. It’s also what makes your organization stand out from your competitors, and ultimately forms the foundation for your organization’s marketing and communications efforts.
For example, when you think “Golden Arches,” you likely think McDonalds. A similar story probably comes to mind when you see a swoosh mark (Nike).
(Conversely, you probably don’t think of a leading social media network when you see the letter “X,” no matter what Elon Musk would like you to think…)
A strong brand identity is essential for any organization that wants to succeed in today's competitive marketplace. It can help you attract new customers, build loyalty with existing customers, and boost your bottom line.
Here are 5 tips for creating a strong brand identity for your organization:
Start with your core values. What principles guide your organization? What is its mission? These core values should make up the foundation of your brand identity.
Define your target audience. Who are you trying to reach with your brand? What are their needs and wants? Once you understand your target audience, you can start to develop a brand that appeals to them.
Create a unique brand personality. What kind of brand do you want to be? Is it a brand that’s friendly and approachable, or more sophisticated and chic? Make sure your brand’s personality uniquely suits your organization’s needs, and is consistent across all touchpoints — from your website and marketing materials to your customer service interactions.
Design a memorable brand identity. Make sure you chose a brand identity that is unique and memorable so it stands out from the competition. This includes your brand/organization name, logo, and visual style.
Deliver on your brand promise. What do you promise your customers? Once you've defined your brand promise, make sure you deliver on it 💯.
Be consistent. Once implemented, your brand identity must be consistent across all touchpoints. This means using the same brand name, logo, and visual style in all of your marketing materials, as well as your website and customer service interactions.
Not sure what to include in your brand identity? Here are some best practices to follow:
Use language that is consistent with your brand personality.
Choose colors and fonts that are visually appealing and that reflect your brand personality.
Use images and videos that are relevant to your brand and that help to tell your story.
Create a brand style guide that outlines your brand identity in detail.
Use your brand identity consistently across all of your marketing materials and touchpoints.
Creating a strong brand identity is an ongoing process. You’ll need to continually monitor your brand identity to ensure that it remains relevant to your target audience, as well as be willing to adapt your brand/image as your organization grows and evolves.