Easy steps to building a brand identity

Branding

Identity is hard to define, isn’t it?

We all have an identity. More than just our name, our identity encompasses all those things that make us uniquely “us” – our values, background, and culture to name just a few aspects. 

Businesses are no different. 

They all have a background, a set of values, a “personality” if you will, that make up a “brand identity”.

And trying to make sure that you communicate this “brand identity” with your potential clients is a big part of marketing. 

In this article, we provide you with easy steps to building your brand identity so you can start to communicate who you are to your target audience.

What does a brand identity consist of?

There are plenty of opinions on this one. But, in general, it’s agreed that a strong brand identity consists of the following elements:

• Brand purpose. Why do you exist – beyond the obvious “making money”?
• Brand vision. What does long-term success look like for your brand?
• Brand mission. How do you get from where you are, to where you want to be?
• Brand values. What beliefs/qualities do you stand for?
• Brand voice. What tone of voice should your messages be communicated with?

Simply put, your brand identity is the personality of your business as perceived by your clients and customers. 

Why is a brand identity important?

We believe that a strong brand is so crucial to the success of any business that we have made it one of the three elements of our KnowShowGrow framework. 

When you Know who you are, and are able to explain that on your website, your target audience will be able to connect with you properly. A strong brand identity sets you apart from your competition and helps you position yourself as a market leader.

Instead of a follower, you can become the go-to solution in your space.  

A strong brand means you no longer have to compete on price and growth is now a reality. 

Learn more about our KnowShowGrow framework here.

How to build a brand identity

Want to build a brand identity?

Our Know Workshop helps you develop your brand’s personality, mission, vision and values.

Learn more about our Know Workshop

Step 1: Develop your brand purpose

Brand purpose is the reason for a brand to exist, other than just making a profit. The goal is to give people a purpose, a cause to champion, or a reason to believe so that they feel inspired to come to work or to buy from you.

It will both unite your team internally and foster a deeper connection with your external audience.

1. Ask yourself: what evils are you battling within your industry? What would the impact be of saving your Clients from that evil?

2. Sum up your thoughts in a single sentence beginning with… “We exist to….”

Step 2: Develop your brand vision

Your brand vision should influence long-term business decisions to ensure that you are moving in the right direction at all times. Having clarity on where you are going will help you make more meaningful decisions and think more strategically. 

It needs to be big enough that both the challenge of achieving it are audacious and intimidating. At the same time, achieving it needs to be a possibility so that your team buys into that vision. 

1. Ask yourself: if everything went according to plan, what impact will you have on your industry and target market in 15 years’ time? What would the industry look like if you had solved the problem that you were created for?

2. Sum up your thoughts in a single sentence beginning with…“We aim to….”

Step 3: Develop your brand mission

If your vision statement describes the long-term impact you want to make, the mission statement defines how you will achieve your vision. If the vision is the destination, then the mission is the journey.

1. Ask yourself: what do we need to do to achieve our vision? How do you need to do it? 

2. Sum up your thoughts in a single sentence beginning with…“To achieve our aim we need to…”

Step 4: Develop your core values

Your core brand values are the beliefs that you, as a company, stand for. They remind you of what’s important to your business and to the people you’re serving, as well as influence how consumers view your brand.

1. List five qualities/beliefs that your business stands for. 

2. How would your typical client experience each of these qualities when they interact with your company? Write them down. 

Step 5: Know your target audience

Your “target audience” is the selection of individuals who would really benefit from the service that you offer and the way that you offer it. 

You probably have a large amount of information in your head about your target audience, but you may never have sat down and committed it to paper so that others on your team can learn from you. 

Developing user personas that describe your typical target is a great way to do this. 

For more information on how to uncover your target audience and develop user personas that describe them, head over to our blog here. 

Step 6: Develop your tone of voice

Your brand’s tone of voice should be used consistently across all communication channels to allow the audience to familiarise themselves with your brand as if they’re talking to a human being.

Your tone is not only about how you speak but also the words you use and how you use them.

1. Imagine your brand is a person and they are in conversation with your target audience. Select three adjectives that best reflect the personality of your brand as they speak. They need to be adjectives that would appeal to your target audience.

2. List these adjectives and write examples of what your personification might sound like when describing your services to your target audience. 

Step 7: Develop a visual identity

Once you have developed the values underpinning your brand, you can move on to developing the visual identity that will accompany it. 

A visual identity includes:

• Logo
• Colour scheme
• Typography

Your visual identity should reflect your brand values and appeal to your target audience.

Work with a designer to develop your visual identity. They should create brand guidelines for your brand to ensure consistency in all communications. This includes guidelines for the use of your logo, colour palette, and typography.

Your visual identity should be consistent across all your marketing materials, and physical and digital presence. It’s vital that your Clients are able to recognise when they’re interacting with your brand in any way. 

Does all this sound like hard work?

It is, but we can help.

Learn more about our branding services here.

A brand identity: vital to business success

Building a brand identity takes time and effort, but the results are worth it. By following these steps, you can create a strong, recognisable, and consistent brand that will help you establish a successful presence in the market.

A brand identity is not just a logo you’ve thrown together in Photoshop. It encapsulates the personality of your business. A strong brand is vital for business success, setting you apart from your competitors and positioning you as a market leader.