A company’s branding communicates to the world how you wish your customers to recognise and engage with your company.

Its brand is defined by more than a good, symbolic logo and catchy slogan. Across stationery, social media, websites, brochures, uniforms, vehicles and buildings – the combination of colours, designs, imagery, words and tone of voice make a statement about its values, positioning and personality. It is a symbol of how a company views itself, and equally how it wishes to be viewed by others.

5 STEPS TO CREATING A BRAND IDENTITY

Conduct a Brand Audit

Where do you stand in the marketplace and understand who your customers are? How is your company’s products and services perceived by customers? An in-depth competitor analysis and a review of their online and offline marketing, brand identities and advertising

Determine Your Value Proposition and Messaging

Identify the central philosophy of the company, its mission and values. Determining your value proposition is the base for building your brand and developing your identity and voice in the marketplace.

Develop the Creative Elements of the Brand

Having conducted a brand audit and determined your value propositions, you are now ready to develop the creative visual elements of you brand. This visual look and feel will be carried across all your marketing channels – website, brochures, social media, advertisements and packaging design. The brands visual voice will be reflected through colours , fonts and logo.

Implement Plans to Establish the Brand

Build awareness and strengthen the brand identity in the marketplace by implementing a number of strategies that communicate directly to your key audience. Accessing your target market could be achieved through concerted social media management for example, or targeted advertising and editorials through a trade publication.

Measure and Refine the Brand

To remain competitive companies should monitor their brand so that it remains in line with the mission of the company and it is still addressing the audience it is intended, refining it over time to keep it in line with you business goals.