Building a strong brand identity is crucial for any startup looking to establish itself in the market. Do you ask why? A brand strategy is a foundation for sustaining yourself in the market as a successful brand, and it plays a critical role in connecting with your customers.
That's why, at 26Tech, we understand the importance of creating a distinct and compelling brand identity that sets our clients apart from the competition. As an entrepreneurial marketing services provider, we specialize in helping startups build a brand strategy step by step, from social media strategy to a content calendar.
Let us take a look at this comprehensive guide to build a lasting impression on your target audience with an effective brand strategy.
Step-by-step Guide to Building a Strong Brand Identity
Crafting a powerful brand identity is essential for any business to stand out in a crowded market. Our step-by-step guide will walk you through the process of how to create a brand identity that resonates with your audience and sets your business apart.
Understanding Brand Identity
Let us first understand what is the definition of brand identity. In simple terms, brand identity is the personality of your brand. It's what sets you apart from your competitors and makes you easily recognizable. It's the combination of all the little things - from your logo to your tagline, from your colour scheme to your font choices - that make up your brand identity guidelines.
Now, let's talk about the components needed to build a brand, step by step. There are a few key elements that come together to create a strong brand identity:
1. Logo: This is probably the most recognizable element of your brand identity. It's the visual representation of your brand and should be memorable and eye-catching.
2. Colors: Your brand's colour palette should be consistent across all your marketing materials. Different colours can evoke different emotions, so choose colours that align with your brand values and personality. For instance, white denotes peace and purple represents creativity.
3. Typography: The fonts you use for your brand should also be consistent across all materials. This helps create a cohesive brand identity and makes your materials look more professional.
4. Brand voice: Your brand voice is the tone and style of your copywriting. Are you casual and conversational? Or formal and academic? Your brand voice should reflect your brand's personality and values.
5. Brand values: These are the beliefs and principles that guide your brand. They should be communicated clearly and authentically to your audience.
A strong brand identity is crucial because it's what sets you apart from your competitors. Think about it: you want people to remember your company and what you stand for, right? A strong brand does just that. It helps your business create a personality that resonates with your target audience, which in turn leads to loyal customers and a successful business.
Brand Strategy Case Study: USTRAA
One of the first brands to offer men’s beard grooming products in India, Ustraa’s strategy is one of the strongest examples of a brand identity that promotes embracing masculinity. The first step towards that was choosing the brand name and logo as an ‘ustraa," an age-old grooming product used by men. In technical terms, it is a razor blade used for a clean, shaved face.
When it came to its product packaging, the brand decided to forgo flashy graphics and put focus on the font instead. Ustraa’s Instagram page is a combination of customer-generated content and relatable posts with pictures of their products. By urging customers to share their beard pictures along with Ustraa products and a specific hashtag, the brand is able to gain more popularity and drive engagement as well.
Developing your brand identity
Understanding your target audience and their needs is crucial to creating effective marketing strategies. By knowing your target audience's demographics, interests, and pain points, you can tailor your messaging and offer solutions to their problems. Moreover, defining your unique selling proposition (USP) helps distinguish your business from competitors in the market.
Your USP should clearly state the benefits that customers can expect from your product or service and why they should choose you over others. By combining these two elements, you can create a strong marketing message that resonates with your target audience and drives business growth.
Design your brand's logo, colour palette, typography, and imagery to reflect these core values and personalities. The colours you choose can evoke different emotions and moods, while typography can communicate professionalism, playfulness, or another desired tone. Startup founders are advised to hire a graphic design or branding agency to help them define their goals and fulfil them in the most efficient way.
Communicating Your Brand Identity
Using social media to build and communicate your brand identity is a statistically proven method to increase your brand's visibility and reputation. As per recent research, 80% of social marketers say their key strategy is to increase engagement across social channels.
Furthermore, social media provides a cost-effective way to reach a wider audience and establish a strong, consistent brand presence. Startup founders are suggested to learn how to communicate brand identity on social media for a streamlined strategy that defines their brand among the masses.
Digital marketing companies such as 26Tech can help you define your messaging goals for social media. An effective social media strategy along with strong branding can lead to a fruitful engagement with your target audience.
Evolving Your Brand Identity
It is imperative to continuously evaluate and evolve your brand strategy in order to remain relevant and competitive in today's ever-changing market. According to recent studies, loyal customers spend 67% more on products and services than new customers.
Most successful brands are determined to evolve their brand identity as they grow. Brand evolution is an ongoing process of shaping a brand around changing consumer and market behaviours. In simpler terms, it refers to constantly looking for new ways to improve and grow your brand
Now that we have understood the step-by-step guide to creating a brand strategy, it is time to strengthen the basics. Digital marketing companies such as 26Tech can help you formulate an effective brand and content strategy that will help you drive towards the key elements of an engaging brand identity.