Brand Identity. Benefits and How to Form It

Just like humans who have their own uniqueness, brand identity is the most important thing that can make your brand different from others. However, what exactly is brand identity?

Currently, the perception formed about your brand is very important to increase customer trust. Therefore, brand identity is considered as one of the strong foundations to show the difference of your brand in similar industries.

Brand identity is not just a name or product, but includes many elements that can strengthen your relationship with customers.

For more details, see the summary of what brand identity is, its benefits and how to form it below!

What is Brand Identity?

Brand identity is a collection of all aspects created by a company to depict an appropriate image to customers.

There are still many who are confused about the meaning of brand identity and brand image or branding. Branding refers more to active marketing efforts to form a distinctive brand.

Meanwhile, brand identity is the perception of the company in the eyes of people.

When you have a strong brand identity, your brand will be more easily recognized by many people.

So, when brand identity has been formed, your relationship with your customers will be better, so that loyalty will also be built.

In addition, there are several other benefits of brand identity that you need to know below.

Benefits of Brand Identity

Here are some of the benefits of having a brand identity for business:

Easily Recognized by Customers

As previously stated, brand identity is able to highlight your brand compared to other competitors in the midst of increasingly tight market competition.

In this process, brand awareness increases, so that sales also increase. Good after-sales handling will create loyal customers.

Increase Credibility and Brand Image

After customers recognize the brand, you are also indirectly building a public image.

A good public image will always increase the credibility of your brand to gain more trust from customers.

Expanding the Market

In addition to targeting the target market, brand identity can also target other potential people.

This is because a good brand identity can be attractive to anyone. So, in the end, brand identity can also expand the market and bring in new customers.

So, how do you form a good and strong brand identity? Check out the following review!

How to Create a Brand Identity

Know who you are

Before determining what elements you want as a brand identity, you need to first recognize the brand's identity.

Try answering the following questions to find out the brand's identity:

• Why did you create this product or service?
• What values ​​do you believe in that made you create this product or service?
• What differentiates your product or service from other competitors?
• If your brand were a person, what would their personality be like?
• If your brand were a person, what kind of language style would they use?
• What are three words that describe your brand?
• What are three words you want to hear from customers about your brand?

By answering the questions above, you will better recognize the brand and describe the brand identity you want to form.

Conduct market research

After recognizing who you are, it's time to identify the market you will be involved in.

Market research plays a central role in forming a successful brand identity.

The first object that can be researched is the customer. Understand how they behave, their needs, their desires, and their preferences to form the right brand identity.

Then, research industry trends. Find out about unique opportunities that can be done to set your brand apart from the rest.

By combining insights from market research, you can build a brand identity that reflects your business values ​​but is also relevant to the industry.

Building a brand design

Design is the tangible element that people see as your brand identity.

Consider things like; fonts, color palettes and shapes that will be used to build your brand identity.

Once you have chosen the right elements, apply them to your logo, website, and packaging.

A logo is the main face of your brand. In creating your own logo, there are several things to consider:

• Can communicate who the brand is
• Gives a good impression at first glance
• Attractive and remains relevant to the latest industry trends

If your brand is a digital product or service, a website is also one of the main representations. Regarding website creation, these are the things that must be considered:

• Make sure customers can easily find what they need.
• Make navigation easy to understand, even for people who are not familiar with the online world.
• Implement good Search Engine Optimization (SEO) to make it easier to be indexed by search engines.

Does your brand have a physical product? Then packaging is also key to attracting potential customers. Consider the following things when creating product packaging:

• Use colors and design styles that suit the target audience.
• Design a design that is easy to utilize (easy to open, easy to finish, easy to store, etc.)
• There is complete information about legality and safety (BPOM, Halal, expiration date, etc.)

Determine strategy

Forming brand identity is not something easy and short, it requires consistency and a long time. Therefore, you must determine the right strategy to communicate it to the public.

One way that can be tried to reach various potential customers is through social media. Create campaigns or gimmicks on social media that are interesting but still relevant to the values ​​of your brand.

That's the information you need to know about what brand identity is, its benefits, and how to form it. Building a good brand identity requires hard work and must be done for sustainable business continuity.

Brand identity is one of the many brand strategy managements that exist. You can learn more about it by joining Prasmul Eli's Strategic Brand Management short program.

In the 2-day program, the scope of learning includes:

• Product and Brand Management
• Brand Element
• Brand Identity
• Brand Loyalty
• Brand Extensions

There are also two workshop sessions and presentations as practice. Come on, register yourself via the following link to join the class that will be held on October 22-23, 2024.