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Did you know that 95% of companies have brand guidelines in place?

It shouldn’t come as much of a surprise; branding beats at the heart of every successful business. It’s what tells the world who you are and why they need you, and it generates intense customer loyalty.

But if you don’t know the elements behind a compelling brand, it’s impossible to create one. Without a strong brand, who are you?

We’ve put together a list of the 8 key branding elements to help you create a notable identity and boost your business.

1. Brand Positioning

Before you create a brand identity, there a few things you need to know about your brand. The first is your brand positioning.

Essentially, this is your place on the market. It’s defining who your product is for and how it’s different from what’s being offered by competitors. What makes your brand unique?

For example, the new modern bank Simple directed their brand towards a younger, tech-savvy audience when they offered all-electronic banking. They have a clear audience and differentiating factor (all-electronic banking), making the process of developing their brand much simpler.


2. Brand Personality

Your brand personality is just what it sounds like. It’s the emotional and personal characteristics behind your business — just like a human personality!

Like people, personality is such a vital part of every brand. No one likes to be around a boring person. Same with a brand. A vibrant personality is what makes brands stong.

If you’re wondering ‘what is brand identity?’, it’s the fundamental element that captures its meaning.

Take Apple, for example. You might say Apple is just an electronics company that makes computers and phones — just like hundreds of others companies. However, their imaginative, passionate, aspirational, and innovative personality sets them apart from the rest. Their brand’s personality transcends their products.

Ask yourself, if your brand was a person, what would they be like? Would you like being around it?

3. Market Research

Notable brands have one thing in common, they understand their markets. This happens because they do their fair share of market research.

A deep understanding of your market influences so many things, everything from your target audience’s makeup and temperament to your competitor’s prices.

Essentially, market research involves identifying everything in the world that could affect your brand. From there, you can learn more about where your brand fits in the market, how best to interact with your audience, and what kind of brand image you should be building.

4. Iconic Logos

Brands, and their iconic logos, blend seamlessly – it’s hard to know where one ends and the other begins! When you think of a global brand, like Coca Cola or Disney, you can instantly imagine their logo.

These logos are worth millions and play an essential role in their brand identity design.

A good logo should complement your brand and enhance it. From the colors you use to the font, everything should match your ideals and your brand personality.

For example, Disney’s logo uses a fun, playful font that’s simple and memorable. Recently, they extended that whimsical design style to the Disney+ streaming service.

Not only did they perfectly match the Disney brand, it made the recent service instantly recognizable, fueling massive customer adoption.

5. Clever Color Palette

Another important brand identity design element is color. It may seem like something simple, like choosing from your favorite color palette, but you’d be wrong!

In fact, color plays a vital role in how your brand attracts its audience. This is down to color psychology and color theory. Color psychology is the science behind why we react when distinctive colors are used.

For example:

  • Dark blues evoke trust (frequently used by social media and banks)
  • Red can make us feel hunger (used by restaurants, including McDonalds, KFC, and Wendy’s)
  • Orange elicits playful and energetic feelings and encourages impulse buys

6. Consistent Content

For creating a corporate identity, you need to be consistent. 91% of consumers are more likely to buy from authentic brands. If you’re saying one thing on your website and another on social media, you’ll end up confusing your audience.

Consistency is about more than what your customers want, it’s also what they expect. According to one study, 90% of users expect brand consistency. It’s a business-must!

This means keeping your color palette, tone of voice, and content the same on every platform you use.

The easiest way to do this is with branding guidelines. Branding guidelines (e.g., brand styleguide or brand bible) set the tone for your brand, instructing how to use logos, colors, typefaces, and other design elements consistently.

7. Brand Experience

Did you know that the experience your users have is a part of your branding, too? From navigating your website to their interactions with your staff, every interaction counts towards building your identity.

For online experiences, ask yourself:

  • How you respond to social media comments?
  • How do you solve customer service issues?
  • What feelings are you trying to evoke through your content?

8. Ethics and Values

Unwavering ethics and shared values boost business profits, but they also play a critical role to your brand experience.

This is because around two-thirds of customers want to do business with companies that share their same values. Almost 50% of consumers are even willing to pay more.

Paying your workers fairly, treating your customers honestly, and using eco-friendly resources is likely to give you the competitive edge—even if you’re selling the same product as your competitors.

Global business issues, such as fair trade practices, are growing in importance to consumers.

So when you create your brand, think about the things you can do to make it more ethical. It makes for a better world and a better bottom line.

Remember These Branding Elements

There’s no doubt that creating a strong brand identity helps businesses thrive. But, if you’re still not convinced, consider this; a loyal customer is worth ten times more than their initial purchase.

Your branding elements are the key to creating this loyalty, so they’re also the key to boosting your profits.

If you think your brand or marketing strategy could use some expertise, get in touch with our team. With our help, we can help you accelerate in English-speaking markets and deliver a lasting impact with your brand.

8 Fundamental Branding Elements That Make a Business Recognizable
Kevin Mullins
April 30, 2020


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