A Guide To Creating A Powerful Brand Identity

Have you ever wondered why a particular brand of lets say of detergents is more preferred over the others

? Particularly one, that is not very different, in terms of quality or pricing from its competitors.

A lot of brands are opted for over others due to their brand power or brand identity that appeals to potential customers and attracts them towards the product.

From a manufacturers point of view too, by creating a smart brand identity, half the products marketing battle is won.This article guides you on creating a brand identity that may not necessarily bring groundbreaking success but will most certainly go a long way in enhancing the product at hand and also provide individuality to it setting it apart from the others.

Name The brands name IS its identity. There is no argument here on how far a name can go in distinguishing the brand. To make your brand easily recognizable, it is important to pick a catchy and appealing name but also one that defines the product and product category well.

Tagline- This tagline or product description, made up of few words that best define the product should also be one that compliments the brand name. It must have a punch, clear to understand, fun to say and preferably easy to remember.

Logo- The brands visual identity, the logo, should be so strong that even in the absence of the name; a customer must easily be able to recognize the brand it belongs to. Also, it must be visually aesthetic. Complicated logos that take hours to decipher or understand are a big NO.

Colours- The colour(s) of a used in the logo are an integral part of the brands identity. They become synonymous with the brand, making it easy to spot, recognise and pick. If you are hiring a professional to make the logo, make sure he picks a colour that matches your brands vibrancy and personality and one that appeals to your target customers.

Uniqueness- Steer clear of similar sounding names or similar looking logos of any other existing brands. You do not want to confuse your potential customer. Make sure the brands identity is individualistic and one that distinguishes it from others, specially its competitors.

Simplicity- Keep it simple. Particularly if your product is one that is meant to target multiple people across segments and demographics. Not everybody will understand and catch fancy names and taglines.

Consistency-There should be a consistency in conveying the brand identity. All of the brands communication including the web design for the companys website should be made in tandem with its overall personality of the brand, be it in colours, visuals or otherwise.

Appropriateness-The brand identity is best when it is appropriate to the product and brand. Even if the name is not descriptive of the product, the tagline must be one which at least, explains the product category.

While there is no denying that brand preference largely depends on the product features and quality itself, a well structured brand identity can go a long way in influencing buyer decisions.

by: Clifton Jenkins

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