What is brand identity? Comprehensive training on determining brand identity

brand identity? comprehensive training on determining brand identity: Brand identity is a combination of logo, colors, typography, values and brand personality.

A brand that does not have an identity cannot communicate with its audience, differentiate itself from its competitors and increase its market. This brand is quickly forgotten and lost like a kite whose thread has been let go.

However, now the question iswhat is the brand identity? Is it enough to have a logo and slogan? How to design a powerful brand identity?

If you want to know the answers to these questions, don't miss the rest of this article.

Read more:What is visual brand identity?

What is brand identity?

Brand identity is a combination of logo, colors, typography, values and brand personality. In general, brand identity includes the personality of the business, the promise it gives to customers and the feeling they experience when interacting with the brand.

Brand identity like fingerprint and DNA differentiates your brand and makes it memorable. Also, by personalizing the business, the brand identity allows people to establish a deeper connection with it and a kind of human experience is formed between the buyers and the brand. Note that brand identity design requires deep customer analysis, careful planning and market research to discover the secret of connecting with audiences.

The world's big brands such as Nike, Apple, Calvin Klein, Porsche, Coca-Cola, etc., by building a strong identity and implementing a brand identity strategy, have been able to become a group (Cult) and have passionate fans. In other words, brand identity is beyond what you see; Rather, it is about the feeling he experiences when communicating with it. By telling a powerful story, the brand can engage the audience in a special wayand be an unforgettable experience; An experience that the audience will return to the brand many times to repeat!

read more;What is the brand?

What is the difference between brand identity and brand image?

Brand identity and brand image have similarities that cause mistakes to occur in discussions and reviews in this area.

Brand identity is the image you want to form in people's minds, and brand image is everything that the audience really has in mind about your brand, products and services. This image is formed after the introduction of the brand and the launch of its products and services, and it needs to be evaluated.

In other words, the purpose of brand identity design is to create the desired image in the minds of the audience; What we call brand image.

Comparison of brand identity and brand image with an example

2 Famous brands Adidas and Nike are active in the field of producing clothes, shoes and sports equipment. These two brands, which are always competing with each other, follow two different brand identity strategies and have managed to create different brand images in the minds of their audiences.

Nike's brand identity is built around the concept of innovation and inspiration. The famous slogan of this brand "Just Do It." motivates people to overcome challenges and become the best version of themselves.

Adidas also defines its brand identity with the concept of performance and authenticity. With the slogan "Impossible Is Nothing", this brand shows its commitment to producing quality products for all people.

When we get to the examination of the image of these 2 brands among people, the result is interesting. Maybe these two brands have different identities, but people know them as manufacturers of high-quality sports equipment. The difference between their brand image refers more to the fact that people identify Nike with motivation and Adidas with universal sports.

The purpose of designing a brand identity strategy document is this: aligning what you want to be with what people think about it. The more similar the brand image and identity are, the more successful this strategy is.

What is the importance of brand identity?

Businesses, with too much emphasis on sales, usually ignore brand identity design as part of themarketingstrategy; If having a brand identity increases sales in the long term.

The identity of a brand by giving a distinct personality to the brand, makes the audience establish a strong emotional connection with the brand. Also, this work differentiates the brand from its competitors and gives a lasting reputation to the brand.

For this reason, having an identity is very important for a brand that wants credibility, leadership and a special position in the market.

What are the advantages of brand identity?

• Creating differentiation:causes the formation of a deep understanding about the unique features of a brand compared to competitors
• Creating an emotional connection:gives the brand the opportunity to establish an emotional and sensory connection with its audience.
• Creating stability:provides stability to brand marketing activities and increases brand awareness in the long term.
• Clarifying:makes a distinction between the main elements that make up the brand and its complementary elements.

Important warning:Brand identity has a great influence on the formation of audience perception about the brand. Despite this importance, many businesses still imitate their competitors instead of designing a unique brand identity.

Imitation is considered the worst thing for developing brand identity. This will prevent the brand from repeating itself and spreading its name. Also, by damaging the brand's personality, it makes the brand never able to establish a meaningful relationship with its audience. All of these events will ultimately deprive the brand of long-term success.

What are the elements of brand identity?

Elements of brand identity can be divided into the following 6 items. These elements help the brand to present its identity to the audience and remain in their minds:

1. logo
2. Color palette
3. typography
4. Voice and tone
5. packing
6. Illustration⟧309⟧

1. Logo

Logos are usually designed in the form of various graphic images, text and shapes to display the name and purpose of the brand through them. A good logo can be effective for decades and cross border and cultural barriers; That's why people anywhere in the world communicate with the Nike logo when they see it. Logos are often designed as pictograms, logotypes, or a combination of both. Basically, logo is the most concise form of brand identity.

2. Color palette

Color psychology says that colors affect people's emotions; For this reason and considering the high power of colors, you should use the right color to show your brand identity. When choosing the color palette of the brand, it is usually paid attention to establish harmony between them.

3. Typography

typography means the choice of font and instructions for using it for the brand. At the time of developing the brand identity, the font should be purchased according to the desired features or specially designed in large projects.

Although many brands choose complex and even unreadable fonts, it is better to pay attention to the readability of the font you want; Because attracting attention is not the only important thing and this font is supposed to be used for websites and campaigns ofdigital marketing servicesetc.and attract the audience.

4. Voice and tone

Brand tone is one of the main ways to communicate with the audience and convey the brand identity to them. The tone with which your brand communicates with its audience largely reflects its personality. Serious tone, conversational, formal, humorous, etc., each of them displays a certain personality to your customers that should be in line with the brand values.

5. Packaging

If you produce a physical product, you should know that the product packaging is part of the brand identity! The brand's packaging should visually match its identity and use the brand's color palette. The text written on the packaging should match the tone of the brand. Pay attention to the fact that product packaging has an undeniable effect on the formation of brand identity in the minds of the audience. Every choice shows personality and you should pay attention to the materials you choose for packaging at this stage.

6. Illustration

When formulating brand identity strategy, the form of using images and its features should be considered. Any form can convey a certain meaning to the audience; Now it wants to be a brand mascot or an advertising banner that is published on websites to introduce the brand! This accuracy and detailing helps a brand to be unified and consistent in all cases and to display a strong identity. Brand images also reflect its identity.

brand identity design methods

The way to design the brand identity is in this way that first you have to prepare thebrand strategyand specify the character, advantages, current and future position of the brand. Then the brand elements such as color, slogan, sound, etc. should be determined. In the following, we will explain 6 golden tips of ways to improve brand identity:

audience identification

Whatever your product is, it must be produced to serve the consumer. It is the brand that should know its audience and produce based on their needs, not that the audience goes after the brand and its products. So get a comprehensive and complete report from your customers.

This information helps you to know where your target audience obtains pre-purchase information, where they get the products and services they need, and what their age, gender, place of residence, etc. are.

brand identification

beforebrand development, you should know what your brand is in now and now; What is its status on the website and virtual networks? What image do people have of it in their minds? Even check and measure its offline branding status such as its packaging and advertising tools.

Analysis of competitors

At this stage, when you have reached a complete view of the brand and brand audience, it is time to analyze your competitors.do This will help you to get to know your strengths and weaknesses in the market and come up with new ideas. For this, you can go to the competitors' website and marketing channels, tone, visual content, slogan, etc.

Discover the golden sales offer

Go through your brand's top features list and see what unique selling proposition you have that can set you apart from your competitors? Pay attention to the personality of your brand and customers, what is important to you and your target audience?

To discover your Unique Selling Proposition (USP), go for situations that motivate your audience to engage. Check your points of frustration and weakness and find a solution for it. Put yourself in the customer's place and see why the customer should choose your product or service instead of your competitors?

Creating a brand message⟧448⟧

Make a brand book and determine the dos and don'ts of your brand's features in it. Your Unique Selling Proposition or "USP" should be presented to your target audience through words and visual elements.

These visual elements generally include the time and place of using the slogan and tagline, the size and color of the logo and brand images, the size and type of font, etc.

Integrating brand identity

Integration of brand identity depends on your persistence and practice. The more committed you are to the identity you have defined for the brand, the more integrated the brand identity is. Try to use the visual identity that we created in these 5 steps in all media and marketing channels to establish better communication and interaction withpersonaaudience.

If you want to know more about branding, we suggest you read the following:

• types of brand personality
• typesbrand archetypes
• Visual brand identity

final speech; Hard work worth it

Designing a brand identity is hard work, but it's totally worth it. Just imagine the day when your audience will recognize your brand just by seeing one of the visual elements. To achieve this goal, you can getbranding servicesand brand identity design from the strategy team of Novin Iran Center and benefit from the best services. Also, you can get all kinds of advertising services from360 degree ads towith the highest possible quality at Kanun Iran Novin. Callfor marketing and advertising advice.Advertising CompanyIran Novin, as the first and largest 360-degree advertising agency in the country, is with you from the first step of forming an idea so that you can use the inherent potential of your business and achieve what you have in mind.