Sep 21, 2021

Creating a brand identity for small businesses

Creating a brand identity for small businesses

Your brand is what defines you when you’re not present in the room. Developing a brand identity is developing a name & face for your business. The sooner you understand the importance of building brand identity, the sooner you can improve your brand.

How does it feel to be unique and get easily recognized in a room full of people? Your name makes you stand out. This is what a brand identity does for your brand. Building a brand is building a name for yourself. Follow the rule of simplicity. Simple and clear names with clear messages really help you a lot. 

There are several misunderstood concepts regarding brand identity. Here, we will help you understand the basic concepts. Let’s begin with the definition. 

What is brand identity?

In easy-to-understand terminology, brand identity is the visual image of your business. It consists of the logos, colors, and the shape of your brand. Your look should be appealing and easy to understand at the same time. 

What to focus on when building an identity?

A strong brand identity should include:

  1. A unique image.
  2. A memorable logo having a unique design.
  3. Informed brand purpose and positioning.
  4. Appealing color palette with intuitive color psychology.
  5. Typography in coordination with logo and colors.

Ensure brand consistency which helps develop a suitable brand image. Make an influence when you’re not in the room.

How to build your identity?

There are multiple brand creators in the market. Brand identity helps to define you in detail to your audience: what you do and how do you do it differently from the competition? What do you believe in or stand for? What do you represent? If effective branding is in place, all of these questions and more can be answered with a glance at a cleverly designed logo or webpage and this is the power of branding. 

  • A Good brand is trustworthy. It should be preferred by everyone.
  • A good brand is memorable. Take the ultimate example in major brands: Apple. The visuals of Apple’s branding are its careful design which includes video campaigns and their branding techniques.
  • A good brand is flexible. A successful brand needs to align with the times to stay up to date. There is no hard and fast rule in branding. Whether changes are subtle or obvious, flexibility always helps.

Design & development: The main components of building a brand

A good design and development process which makes a successful brand identity includes all of the following:

1. Brand Definition

This is a definition of the type of your business — who you are, what you offer, and whom you offer it to. When building a brand foundation remember, your brand should be stable and impactful, and not confusing. Keep your brand definition as clean and simple as you can. Your audience is not always tech-savvy. They are common people so connect to them.

2. Brand Worth

These are the ideals that are represented by your brand. What do you mean? Whether your brand values are quality products or services, simplified prices, or practices, these are the things you trust, that you want your customer to trust as well. Make your core values known. 

3. Brand Assurance

This is the underlying guarantee that you’re promising to your customers. It’s something that should come through easily in your messaging. Your brand promise must align with your brand worth and your product experience.

4. Brand Recognition

This is the look and feel of your business. Your brand identity comprises logos, graphics, color palette, fonts, and images. A well-designed brand will make your product memorable, help to define its personality, and greatly improve its public perception. 

5. USP of your brand

This is your Unique Selling Proposition (USP). It means how well your brand will stand out in the crowd. The market is saturated with brands. A clear USP can differentiate brands, it’s a brand’s exclusive specialty, special benefits, or unique personality — and how it’s communicated clearly to the consumer. 

6. Market Positioning

Based on the quality and price, it’s the place that your brand holds in the market. Market positioning helps the consumer know how to mentally place your products, especially when many other businesses are selling the same product. Do you offer high quality and high prices? Does your high level of quality match with the prices? Connect with the best-in-market that aligns your brand components to support your position.

7. The Message

This is what you need to say and the way you say it. Brand messaging includes the tagline, positioning message, brand promise, and marketing copies. Your brand’s personality should come through in your messaging, which helps to lure in consumers on an emotional level. It should always be relevant, consistent, and true to your brand.

8. Brand Experiences

This is the way customers interact with the products or services you sell. Powerful word-of-mouth advertising plays a key role. To create a successful brand experience, be very sure about the quality and performance of your deliverables, which are strongly connected with your brand identity.

Build your brand with the best

Build your brand with the talented team at Cobold Digital. Carefully developing your brand is key to your success. It takes effort to build and maintain all the components of your brand, but it’s the well-thought-out process and investment that helps your business grow and stay strong… so it’s well worth it.


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