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Picture this. You’re attending a social gathering where a number of people have participated. You feel like a no one as you do not recognize anyone in the crowd. You’re just there standing in the middle looking at & thinking about others. But, you muster courage & decide to just go for it. You enter a group of people chatting with each other & you introduce yourself with direct eye contact with each one of them. The people welcome you with open arms & within a matter of time you have gained the spotlight with you humor & charm. You’ve successfully created an identity of yourself in the minds of the people you interacted with. Same is with a brand. Gaining authority in a market is a slow & gradual process, but it is all worth it as & when you start seeing results. Unlike the human identity, let’s see what the elements of a brand identity are:

Elements in a brand identity:

  1. Brand name & brand voice:
    A brand name is the direct identity you choose for your brand. It can be made synonymous to what you offer to the public, or how are you different from your competitors in the market. Brand names are often synonymously used by people unknowingly assuming it to be the product. E.g. Band aid. Band Aid is the name of the brand, the bandage is the product. That is the impact of the brand name on people’s minds. A brand voice should be such that it relates to what your product or service offers. Incorporating the same into the words of your business’s name make it memorable.

  2. Logo:
    Logo is the most important visual element in your brand identity process. It is the most visible elements of your brand that people will see. Many consumers these days are accustomed to see social media of a brand where the logo is constantly highlighted. Via these visuals the consumer perception is formed. The very essence of the social media content, logo & if an online store exists, all of it should be recalled by the customer if he/she visits the store.

  3. Color scheme:
    Often the color scheme helps the directly target the minds of the customers. If the psychology of the customers is hit instantly, you have a win-win situation there. If you have a competitive advantage to highlight, than nothing better than that. It also helps in brand differentiation as the color scheme is fixed into your customers’ minds.

  4. Graphics, Images & typography:
    This again boils down to visual elements. Appealing imagery, typography & graphics if used, can have a long-lasting impact. Gradients & an apt color scheme can take the brand right into the consumer’s minds. They add depth to the brand’s essence & create an individualized look. While implementing these actions, take care of avoiding visual clutter.

Steps to create brand identity:

  1. Decide on brand’s core value :
    Keeping brand consistency in mind, craft your brand’s core value. Come up with a thought about some questions to answer. The questions can be:

    a) Why does your brand exist in the market?
    b) What is the problem that you’re solving?
    c) Why should your customers not buy from your competitors?

    The core value should be such that you don’t need to work towards brand loyalty much. This includes a vision & mission statement.

  2. Identify brand’s personality traits:
    Into the brand identity crafting process, a brand personality is a core of how it will be perceived. Brainstorm on what would be the traits you would want of the brand that people should notice often. These traits often carry with them the message that the brand will emit. Be behind developing a consistent brand perception rather than anything else. You should be able to create an excitement & sense of curiosity into the target audience.

  3. Integrate your brand into your business:
    If you create some visuals like brochures or flyers to distribute to people & publish on the internet, try to inculcate your brand into the same. Craft a style guide if it suits your brand & product. Create dummy animated figures depicting how your target customer would look like when he/she uses the product. Or else, highlight the problem it solves when the product or service is used. Publish this animated film to highlight the same.

  4. Implement emotional appeal:
    Create a brand story. Creating an emotional appeal helps in implementing brand recall & brand recognition. The customer can relate to the story crafted & forms an emotional relationship with the brand. As the customer is already impressed with your products/services the emotional appeal element will prove as a cherry on the top of a cake.

Results of a brand identity:

  1. Improved brand aesthetics:
    After the thorough market research you will have an improved brand aesthetic as it will be appealing. Appealing to the eyes, suitable to the tone & voice of the brand & you have also won at brand recall amongst the customers. The brand feel, visuals & tone all are accepted by the audience that make the aesthetics of it convincing to the target audience. It enhances the familiarity of people with your brand & product as well.

  2. More authority in the market:
    Due to the recognition & increased awareness into the market, you gain an authority into the market. The customer starts to identify your brand which means your brand is standing out due to the elements which you’ve incorporated into the brand. As you’ve narrowed down the ideas into the brand aesthetics, the customers are finding it intrinsic to try your product or experience your brand.

  3. People notice the brand often:
    Your social media reach may have upsurged lately or you’re over hearing people talk about your brand. At this stage you’ve won in consumer perception. It may so happen that in no time your brand has become the talk of the town on social media & got viral for a stipulated time. This hype on social media is enough for your brand to increase the sales figures as desired. After successfully handling the first hype, it’s time for you to pull up your socks as you’ve gained the desired brand identity & how!

  4. Brand story is appealing:
    When crafting a brand identity, your brand story has worked wonders. The storyline is appealing, catchy & your target audience can resonate with it. As you’ve published your brand story after crafting it well, the emotional message passed on by you hits the right chord of your target audience. This is the power of brand storytelling.


All in all, brand identity is the very first impression people perceive of your brand. It is often said as the DNA of your brand. It makes your brand recognizable & creates a unique space in the minds of the people. Due to which a psychological similarity is required for people to relate with a brand. This can be successfully done through your social media content & the brand story which you craft. Visual elements play a vital role along the same lines. So, go out there, do a thorough study of the market & craft an unforgettable brand.