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How to Create a Unique and Memorable Brand Identity

Having a strong brand identity is crucial to your company’s reputation and resilience. With so much competition from other brands, it’s your tone and personality that separate you from the pack. If your business is new or lacks a unique and memorable brand identity, it’s important to take the proper steps to create one. 

Below are some tips on how to develop a brand identity that positions you as a trustworthy and reliable company. 

Research your target audience.

First and foremost, you must understand the audience you are speaking to. Who are your customers? What do they like to do? What types of things are important to them? 

Researching your customers can be complex and time-consuming, especially if you don’t have a lot of money to spend. You may have some information about your audience from years of working with them, so use this to your advantage. However, you’ll still want to continue collecting data on your target customers because their wants and needs change. 

To gather more information on your audience, create surveys and polls, listen to conversations on social media and analyze data from Google Analytics. All of this data will help you understand your customers and what they want from you.

Choose your brand’s tone. 

Once you know who your customers are, it’s easier to pick a tone for your brand. Do you plan on being funny or serious? Wholesome and natural? Casual or smart? For ideas, look at some of your favorite brands and how they speak to their audience. An example is Adidas. This footwear brand has a confident and youthful tone. The company is known for their innovative and futuristic styles, so this tone aligns perfectly. 

Select your color scheme. 

Colors can influence our mood and emotions, so be sure to use this to your advantage. How do you want people to feel when they look at your logo? 

In addition, your color scheme should reflect your brand’s tone and personality. You don’t want to send mixed messages, after all. For instance, a company that offers natural products will benefit from green, blue and brown hues – red would contradict this. Pick 1 to 3 colors that will be your primary brand colors. These colors will help people recognize your brand. 

Create a compelling logo. 

Whether you’re creating or updating your logo, you’ll want to choose something that uses your colors and speaks to your audience but doesn’t rip off other brands. Here are a few tips for developing the perfect logo

  • Keep it simple and uncluttered 
  • Ensure your audience can understand it 
  • Pick something that will look good on t-shirts, business cards, your website, etc.
  • Use colors in a strategic way 
  • Select your fonts carefully – clean and simple is best 
  • Make it scalable 

Be consistent. 

Finally, make sure you are consistent in your brand colors, tone and logo. Consistency is imperative because it shows customers that you are stable and have everything under control. 

The best way to ensure consistency is by using the same images, hiring one printing company for all of your materials and launching an online company store where employees can order branded merchandise. This guarantees that all of your marketing materials look the same. 

Having a strong brand identity strengthens your business and lets people know that they can trust you. Follow the tips above and you’ll have no problem developing a brand identity that supports your company.