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Building a Brand Identity

5 years ago

Brand Identity

Have a think of some of your favourite big name stores that line our high streets with their bold signs and appealing window displays. We as consumers love these stores with figures suggesting the UK parted with over £339 billion last year, be it online or on the high street.  What do all of these dazzling high street names have in common that makes us trust them enough to buy from them?

They have a brand identity.

Brand identity is how a business wants to be perceived by consumers. The components of the brand are designed to reflect the service, values and culture of the company in a manner that appeals to its customers.

Our favourite brands have agonised over different designs, layouts, themes and colours. They’ve spent time building their brand identity, ensuring it appears on all offline and online marketing which guarantees consistency and enables us to immediately associate their products or services with their values.

An appealing and memorable brand is an effective marketing tool. Used in the correct way it can help businesses stand out from competitors and build ‘brand power’. But developing a lasting brand that appeals to the target consumer involves a lot more than simply redesigning a logo.

One of the first aspects of designing your business brand should be to define your product or service. What do you offer? What makes it unique and how does it improve the lives of your customer? This should be crafted into a concise, clear message that your customers can understand and relate to.

Another important step to think about when designing your business brand is how you want your customers to see you. Having the right image is important as is appealing to the right audience. Whether it’s the fun, quirky alternative brand on the market or the serious but trustworthy brand, your customers will often subconsciously pick a business that relates to their personality so it’s vital you know who you want your business to attract.

The more obvious stages of branding your business include creating a design theme and a tone of voice. Your design should be professional whilst still reflecting your message. The tone of voice should be clear and adapted so that it targets your customer.

Every business needs a strong brand identity. This will ensure the business continues to grow and strengthens its position in the market. Building a suitable and successful brand identity takes time and effort. Apple did not become a household name overnight!

At Prime Mix Marketing we can help you with all aspects of building your brand identity, with as little or as much input and support as you require. For more information on how we can assist you in successfully designing your business brand, email info@primemixmarketing.co.uk.

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