3 Keys to Brand Identity & How To Implement Them

Having a strong brand identity shapes your business individuality, builds audience engagement and trust. Having top-tier branding will make you stand out, make an impact, and help you reach your business goals.

These are the 3 key elements to creating and upkeeping your brand identity:

• Visual Assets ​

These are what most people think about with branding; logo, colors, fonts. It is really important to have a recognizable logo that has pleasing colors and definitive fonts. However, they shouldn’t be chosen randomly - they should have a relative meaning. For example, we have our fake donut business, Big Bite Donuts. (Please don’t ask us for donuts). The bright colors and donut character represent fun, personality, and also promotes the product. 

• Personality
  This element really plays into the visual assets and voice elements. Think of your brand and what the core values are, characteristics, and beliefs. The fundamental values that your brand has, along with those characteristics and beliefs will shape your own brand’s personality. This allows consumers to relate deeper to the brand. There are few instances where it is ok to break the personality, but being as consistent as possible will build a relationship with consumers. Based on the personality of your brand, the voice can be determined and conceived.
  
  
  
• Voice
  The voice of your brand sets the tone of your business and fosters engagement. Is Morgan Freeman narrating your communication, or is Spongebob Squarepants? Okay, maybe that isn’t a great example. On a real note, you can choose how you want your business’s voice to be perceived. Do you want to be friendly, approachable, and have some jokes? Or do you want to be serious, formal, and straight-business? Neither is right or wrong, there is a perfect fit for your business based on personality! Once you determine that voice, it is  very important to stick to it. Just like brand personality, being consistent will harbor engagement with consumers.   ​
  

Alright, so you understand these key elements. What do you do now? Well, here are a few steps you can take to implement your brand:

1. Make sure your brand is known by all staff and those who associate with your business. Making and having a comprehensive brand guide that is accessible to everyone will help reduce any content that does not fit your brand. A brand guide is a document that contains your logo, brand colors, text, voice, personality themes, etc. While it might not completely rule out any off-brand errors, having it accessible and known will let others be able to share and distribute on-brand 
2. ​Have all visuals and messages be universal among different platforms. From your website and your social media to print collateral, there should not be different fonts, colors, or logos associated with your brand. Stick to one to create familiarity and consistency. 
3. Everyone starts somewhere! Implementing the new/updated brand can be intimidating. But it is an exciting change for consumers and for your business! Try to be as consistent as possible and start as soon as possible with it. Mixing the old and new brand may get confusing for you, your staff, and consumers. 
   

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Your business deserves a strong, individualized identity. Your brand sets you apart from your competition! 
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At Superior Effect Marketing, we have branding down to a tee. If you want your business to stand out with a fresh, captivating brand, contact us today!