What Is Branding Identity?

Branding

Mar 23

Branding is much more than a catchy logo and pleasing color palette. Your business’s brand IS its identity.

Consistency is vital when developing your brand. A strong brand identity helps you build customer relationships and better visibility for your business.

Deciding your goals is a great first step to developing a solid brand identity.

Do you want to increase your credibility in your industry? Maybe you want to unify your message across multiple platforms and audiences. Perhaps your business has evolved and pivoted, and an updated brand identity would better reflect who you are now.

Several components are essential to establishing a solid brand identity that reflects who you are and what you do.

Visual identity is perhaps the most obvious component that we associate with branding.

A powerful logo, striking color palette, and careful font selection are crucial to branding success. If social media is your thing, developing a visual aesthetic that flows from platform to platform helps your audience recognize your brand wherever they find you.

You can’t overstate the overall visual impact of your messaging.

In addition to choosing brand colors and fonts, the images and design elements featured in your branding can draw in your audience in subtle but important ways. A modern, sleek design with stark, simple images conveys a different identity than intricate design elements layered for a more complex visual effect. Consider how you want your audience to feel when viewing your brand’s aesthetic, and develop a consistent aesthetic that channels that feeling.

Messaging and voice can be just as crucial to visual identity when it comes to successful branding.

Are you a hip, youthful brand looking to draw in Gen Z? Do you serve Wall Street executives who make million-dollar decisions daily? Is your perfect client a stay-at-home parent looking for ways to make their hectic lives a little easier?

Target audiences vary vastly between (and sometimes within) businesses. What you say to draw them in is paramount - and how you say it can be even more powerful.

Finally, when you’ve made all the big decisions and developed your perfect brand identity, keep it consistent!

Have brand guidelines that anyone can follow in creating branded content, merchandise, or communications. Everyone on the same page is vital to consistently putting your brand at the forefront of your audience’s minds!