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Branding

May 1, 2020

How to create my Business Brand Identity? [4 Stages + Template]

Brand Identity is a crucial part of your business. Learn in 4 stages how to create your Brand Identity step by step following this post.

A strong brand identity is memorable, flexible, unique and easy to apply. Each piece of your business must be complementary and must capture the attention of your audience. This is why to start this creation process, it is essential to do market research to identify and clarify the fundamental aspects of your business.

1. Research Stage

Idea or Business

The most crucial factor to research is your business idea, that means, the purpose behind your brand. For this, you must start from the reasons why your business exists, what you are passionate about doing and what you would like to share with the world.

Find out about these topics, how they work, how to apply them, why they can be important to your audience, and become an EXPERT in that!


Competition

To develop a successful brand is vital to know the difference between your business and your competition. This includes analyzing what makes you unique and relevant, and what you can offer to your consumers that others can't.

It is also crucial to research your main competitors to find out what they are doing right or wrong and identify what techniques or strategies you could use. But remember that you should never imitate them or copy what they are doing, you must take it in mind and create your own twist on it.


Audience 

Identifying and learning from your audience will help you ensure that the message you want to communicate is clear and direct. You need to know who exactly you want to reach, understanding their needs, desires and values as specific as possible, to create a brand that they loved.


To do this, you can create your Buyer Persona, who is a representation of your final consumer. Here you should think as if you were them, to describe what they like, what their days are like, the challenges they face and how they make decisions. In the end, it's about getting into someone else's shoes of our target audience to understand what they need from your business.


Get your Buyer Persona Template Here!

2. Design Stage

Brand Identity

Ones you have researched and became an expert in your area, the most exciting and joyful part starts here, giving to your brand a Concept and Body!


But, how to create my Brand Concept or Body?

There is an amazing and funny exercise to help you, and it is creating a story where you make your brand the Hero of it. In this story, you can give to your brand an origin, tone and challenges to explain why your brand is how it is, and It's all up to you. The story can be romantic, dramatic, funny or even a kind of thriller. Also, it can be as short or long as you want. The crucial part in this point is to visualize your brand as a person and everything that it means.

With your brand character or Hero defined, you can start creating his or her Mission, or its reason for why it was created. Then, its vision or dreams will provide your hero goals and a direction where to grow. And finally, you will define your character Values which are going to drive its personality and behaviour.


At the end of the story, you will have a clear idea of your brand Mission, Vision and Values, and ready to create your brand' Positioning.


Brand Positioning

How your business is going to take a position in the market is crucial, and there are several ways of how you can build your brand positioning. Let's check the most important by:

  • Value: What are you going to offer that is valuable for your customers? It can be tangible or intangible.
  • Quality: Is your restaurant feeding its customers with the best quality and most fresh food?
  • Benefit: What is the real benefit your customers have when going to your business?
  • Problem and solution: What problem are you solving?
  • Price: Its the best price of the market? Or the most expensive or cheaper?
  • Leader Position: Are you leading your category?


Graphic Style of your brand.

Logo Design

A logo is the graphic representation of your idea, business, product or even your name. It is the main representant of your business message. For that reason, when you or someone else is designing a logo, you should consider the concept, and that graphically must be:


  • Simple
  • Memorable
  • Easy to apply
  • Distinct
  • Scalable


Remember, the logo is, in other words, the core of your brand and you and your target will see it in every of your brand communications.


Colours and Styles

This is the stage where you can experiment with colours, fonts and endless style options for your brand, it is all up to what did you decided for your concept. When is choosing, try to pick a colour that transmits what you want. Check the mean of the colours and choose the best for your brand.


Your Brand Typography

There is not an ultimate guide where someone is going to tell you which font from the endless list of fonts, is perfect for your brand. But a good tip in this stage is to choose a font-family with more than 4 weights. This will give you enough options for titles, subtitles, paragraphs, etc. or use two typographies that allow your designs to play with contrast and weights.


Your Voice & Communication Tone

It is not the same when an international brand speaks or when the grocery store in town publishes a message; they have two tones and styles to communicate totally different. Find your tone and style of communication. It can be friendly, energetic, romantic or delicate the options are endless, just be consistent with your brand concept. We don't want to confuse the audience.


3. Implementation Stage


Once you have developed your brand identity, you should start to implement it through a brand strategy. Start with your employees, train them with your brand mission, vision and values to transform them into your brand representant, to provide your branded customer service.



Additional, apply your brand (logo) to your business communication, Social Media Channels (Facebook, Instagram, Twitter…), Street Signs, Flyers, Menus (How to create an Eye-Catching Menu [5 KEY TIPS]) and everything you think is necessary to connect with your customer.


4. Monitoring Stage


Finally, don't forget that you should be regularly monitoring where your brand is and how people are interacting with it. You can use tools such as surveys, Google Analytics or pay attention to your brand Word of mouth, etc. Do periodic audits and see what is working or not, and implement improvements where is necessary.


Keep in mind that improve your brand based on your experience, it will allow you to learn along the way and create a stronger brand identity each time. And this will let your consumers recognize your business and build brand loyalty.

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