How to Build a Good Brand Identity


Building a good brand identity is something that even the biggest of companies will struggle with from time to time.

Whether it’s an awkward logo choice, interesting company message or accidentally offending advertisement - the smallest decision can have the biggest impact on your brand identity.

It is, therefore, no surprise that building a good brand identity is of utmost importance in the commercial world - but how do you go about it? How do you build a good brand identity?

What You Are and What You Want to Be

Your brand should be a reflection of who you are individually, who you are as a company and where you want to be in the future.

It’s obvious to followers and customers if there’s anything fishy going on and if you’re trying to portray your brand as something it’s not - you’ll be exposed much faster than you expect.

Stick to what you know and who you are, don’t try and mislead and you’ll already be leaps and bound ahead of others.

Sell the Brand, Then the Product

The brand is just as, if not even more, important than the product or service that you’re selling.

If you focus on selling the unique and individual aspects of your product to the short attention spans of the modern age - you’re going to be fighting an uphill battle. But selling your brand in the same amount of time, now you’re heading in the right direction.

Think of Nike, for example. They don’t spend countless hours trying to show off their new technology that makes their t-shirts a little better than their competitors. Instead, they push their brand into the spotlight - this is who we are, this is what we stand for, buy our shoes...

Media is Your Maker

You’re only ever as good as your last piece of content. In a world where your content, artwork, website and images are the tools that communicate your message, it has to be perfect every time.

Choosing a logo, website design, images and written content that reflect your brand is vital. Make sure that everything is high quality and relevant for best results.

Be Flexible and Adapt

You should never be afraid of change when it comes to building a good brand identity. Constant rebranding and company shuffling aren’t exactly advised, but neither is sitting around with an early 2000s logo that was made by a friend ‘who kinda likes art’.

Keep an ear to the wall for culture changes and look to see what works and what doesn’t. Tweak everything accordingly as your brand grows and evolves and you’ll soon start to settle into a brand image that suits. 

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