How to make your brand an Eponym? Understanding Brand Identity
I work in an IT company and fortunately get the opportunity to work with many startups and big corporations to help them create their brand identity or revamp their existing ones through a distinctive color palette, design, font, logo and even the tagline.
With time, I have realized the importance of having a unique and impactful identity for a brand that stands out. After all, the ultimate goal of your brand identity is to tell your company’s story in a way that creates awareness, excitement and increases brand loyalty among your audience.
In finer terms, the brand identity comprises the company logo, the tagline, or even the colour scheme and the unique tone it applies.
An effective brand increases its brand equity by having a consistent set of traits that a specific consumer segment enjoys.
Just like, “Netflix and chill!”
That’s a common phrase being tossed around these days. Netflix has become a part of our slang, hasn’t it? Let’s have a look at the reasons why?
Brand identity is simple yet powerful!
With its bright red logo, Netflix catches the eye of the user wherever displayed.
Symbol and the Colour Red
The traditional red colour has moved from the background into the letters. An elegant gradient fade to black was adopted. Picking a color like red is a very thoughtful strategy as it reminds us of armchair upholstery in cinema.
Let’s take another brand like Airbnb.
Just like their service, Airbnb’s branding is all about living an active life. Through their people-heavy imagery and bold pink logo, they encourage people to make the most of life — and use Airbnb to do it.
Creating an effective brand identity that resonates with your overall brand image and personality that speaks to your audience. In finer terms, the brand identity comprises the company logo, the tagline, or even the colour scheme and the unique tone it applies.
Evoke Emotions with your Brand Identity
Associations can be how our brand looks, feels, and speaks to people. Even how it tastes, feels, sounds, and smells. These associations are rooted in the customer’s minds and can be very personal. Here, social media plays a very crucial role. People will resonate and may remember the brand based on how much you speak and present it in front of the right audience.
For instance, Petminded is a brand for pet lovers looking for pet-friendly destinations and curated activities.
Woodapple, a design and consulting firm helped them create the look and feel of the brand, including its brand identity and the website. This brand identity is evocative, memorable and speaks to the defined audience.
Consistency is the key!
Ramon Ray, a successful entrepreneur, speaker, bestselling author, and, meets with thousands of small business owners every year.
According to Ray,
“People immediately recognize a Starbucks logo or a BMW logo because those logos are consistently displayed and used by each Brand. Smaller businesses might think that they don’t need to be consistent with their identity, but they are mistaken. People recognize businesses based on their brand identity.”
The very foundation or if I may say, the USP of any brand is its unique identity. A brand identity helps customers to differentiate between you and the other brands available in the market.
It not only helps customers identify but also influences them in a certain way. An effective brand identity can help to build customer loyalty and trust in a brand, since it allows customers to make a connection between a product and the company.
KEY TAKEAWAYS
- Brand identity is the visible elements of a brand, such as color, design, and logo that identify and distinguish the brand in consumers’ minds.
- Building a positive brand image can bring in consistent sales and make product roll-outs more successful.
- Building a positive, cohesive brand image requires analyzing the company and its market, and determining the company’s goals, customers, and message.
