Just like your personal identity that makes you unique, your brand identity is the special sauce for your business that sets you apart from all of Tom, Dick and Harry, Inc. others in the cluster. And design your brand identity? This is what constitutes your company.
But what exactly is a brand identity? What does that have to do with design? And how do you form a strong business identity that takes your business to the next level? Here is the detail:
Developing a Strategic Brand Identity For Startups & Fortune 500
The branding process is structured around seven basic stages which include: Brand Team Development, Business Analysis, Audience Analysis, Brand Positioning, Creativity and Message Development, Implementation, Maintenance, and Measurement.
Stage 1: Development of the brand team
Successful branding initiatives start with building a brand team. Brands are developed based on imperatives created by the leadership of the organization, but formulated and implemented by the people who make up the organization. Bringing an inter-organizational team together to build a brand not only provides valuable insight into the organization, but also makes it easier to launch and sustain the brand through their initial involvement.
Stage 2: Perform business analysis
Understanding what customers want to<unk>, their advantages and disadvantages, their competition, and the environment in which they do the business, designers can start developing meaningful solutions. This may be difficult because it is often difficult to express the needs to the customer. Customers may be “too close” to their job because they are objective, and as a result, designers will often get information in a partial or wrong direction. However, through questions, designers can help the customer find a brand solution in accordance with their business goals.
Business Analytics focuses on the three main areas of mission, competition, and business. Environment. There are many basic business analysis tools that designers can use to collect valuable insights about these areas, such as vision and mission statements, SWOT analysis, PEST analysis, and target priority. These tools help to provide a common language between designers and business owners and help to set up discussions around strategic issues.
Stage 3: Perform an audience analysis
People are the reason for the existence of a company or organization, which ultimately determines whether the organization succeeds or fails in the market. As organizations turn to branding for strategic advantage, the focus is on understanding how brand design motivates viewers. Combined with business analysis, audience surveys fill in the “who,” “what,” and “why” of brand puzzles.
Stage 4: Develop brand positioning
Positioning speaks to the competitiveness of branding. Organizations open up parts of the market they want to own and maintain by providing their audience with unique value. Determining the points of organizational differentiation is at the core of the branding process. Positioning also leads to the organization’s commitment to the audience. That is, it defines the unique value of your audience so that you can consistently fulfill that promise. The ability of an organization to carry out its promises essentially creates or breaks the relationship between the organization and the audience.
Stage 5: Create consistent messages and visual style
Brand-based visual design and messaging play an important role in the overall branding process. The visual and verbal elements that convey the brand’s position attract, intrigue, and persuade the brand to get involved. They are the culmination of brand positioning and promises and are clear expressions. Verbal elements include vision and mission statements, brand names, taglines, and brand positioning statements. Visual elements include logos, typography, colors, shapes, and the overall look and feel of communication and the environment.
Stage 6: Brand launch and evaluation
One of the biggest challenges in implementing brand positioning is getting your organization to embrace that direction and adopt defined messaging and creative direction. Therefore, it is very important that the branding process be as collaborative as possible and that all areas of the organization participate in the definition of direction. The simple truth is that people support what they help create. Implementation involves communicating the brand’s location and the brand’s verbal and visual assets to an internal audience. In addition to style guides and online access to branded assets, brand education should also be conducted during this phase.
Stage 7: Maintaining brand & visual Identity over time
Once the brand is implemented, the focus should move from creating the brand to maintaining it. One of the most common problems that organizations face is the deterioration of the brand over time, as the organization gets tired of the same messages and the same designs. One rule of thumb to remember is that when an organization is struggling with brand fatigue, this is usually the point where their audience is just beginning to connect with the brand. A brand is a marathon, not a sprint, so it’s important to make sure that the brand’s direction is kept healthy, while being aware of subtle changes in