Why do we love Ryan Reynolds? It’s his personality. His charisma. Wit. Humor. Sincerity. Love for his wife and kids. It’s just how we identify him from the crowd. Now imagine the same for a brand. From the tagline to the color of the logo, from the packaging to the jingle. From the mascot to the PR blunder. Everything that a brand does and that happens to a brand, builds a perception - an identity - of that brand. That’s called brand identity. 

Ryan has loyal fans and followers, all thanks to his ‘brand identity’. Likewise, brands also develop a fanbase through their well-defined identity. Well-defined is the key. Remember it. It helps in differentiating a brand from its competition. Attract customers. Make sales. Build a fanbase. 

Let’s learn how you can create a well-defined identity for yours. 

Brand positioning:

Positioning means how you introduce a brand using its unique selling proposition. It involves identifying what your brand is really, really good at. And how is that different from its competition? Once this is locked, find out how your audience will understand it. Do they have a specific term? Is there a problem where you can be of help? Are they accustomed to jargon? Or jingle? 

Here are a few things to keep in mind:

• Identify your target audience and understand their needs, preferences, and pain points.
• Differentiate your brand from competitors by highlighting your unique selling points.
• Develop a clear and compelling brand promise that communicates the benefits customers can expect from your brand.
• Consistently deliver on your brand promise to build trust and credibility.
• Ensure your brand keeps people, planet, and profits in mind. Losing any one will tarnish your brand’s identity. 

Brand storytelling:

Humans love stories. And when a brand tells a good, captivating story, we love it even more. We remember that brand by the story. By the emotions that were evoked. By the feeling of being in that story. By the bond we felt listening to or watching the story. This art is called brand storytelling. It involves crafting a narrative that communicates your brand's values, mission, and purpose. 

Here are a few tips to keep in mind when crafting your brand’s story:

• Stick to the true origin story. No faff. No spice. No Hollywoodism. Just the truth. The whole truth. And then tell that truth in an interesting way. In a way that your target audience understands. 
• Make the story as human as possible. It helps in building a relatable and authentic image. 
• Give the story some purpose. Some meaning that rewards the audience. Use your brand’s values and mission statements to create purpose and meaning. 
• Know where your audience lives. Meet them there with your story. And dress up according to the platform they are on. 
• Tell a story you know you can live up to. Stories are promises. And promises are meant to be kept. ethics, darling. 

Visual identity:

We are visual creatures. We like to see or watch images. Colors. Curve fonts. Patterns. Symmetry. This is where visual identity plays a crucial role in brand recognition and recall. It includes elements such as logos, colors, typography, and design. It gives a face to your brand. Dresses it in shades only your brand wears. 

Here are a few tips to keep in mind when designing your brand’s visual identity: 

• A logo is your brand’s signature. Make it attractive. Memorable. Make it signify what the brand is.
• Color psychology is extremely important. Pick colors that evoke the desired emotions and align with your brand's identity.
• Achieve visual consistency through typography besides colors and design. It helps build coherence across all touchpoints. 

Brand voice:

How your brand speaks is what brand voice is. Is it arrogant? Humble? Knowledgeable? Authoritative? Friendly? Relatable? It helps your target audience to speak to you more personally. It helps create a consistent and recognizable brand personality. 

Here are a few tips to keep in mind when designing your brand’s voice:

• Define your brand's personality traits (e.g., friendly, professional, playful) and align your voice accordingly.
• Use language that resonates with your target audience and reflects your brand's values.
• Maintain consistency in your brand voice across all communication channels, including website content, social media posts, and customer interactions.
• The world needs more kindness. So be kind. To the people. The planet. And see how it rings the box office. Cha-ching! 

Impact of branding on customer loyalty and perception:

Who would you trust more: someone whose personality remains constant or someone whose personality keeps changing? You know the answer. A strong brand identity has a significant impact on customer loyalty and perception. When customers have a positive perception of your brand, they are more likely to become loyal advocates. 

Here's how branding can influence customer loyalty and perception:

• We love consistency. And consistent branding creates a sense of familiarity and trust, leading to increased customer loyalty.
• It helps you stand out from your competition. Makes you more memorable and desirable.
• Positive brand experiences and emotional connections foster customer loyalty and encourage repeat purchases.
• When you like someone, you splurge. Well not always, but you do often! A well-defined brand identity can command premium pricing and attract customers who value the brand's reputation and quality.
• Influence attracts action. Use it for good. Make the world a better place. Make the planet greener. make people love and live. Influence in the right direction. 

To sum it up, building a strong brand identity is a lot like dressing up for that first date. You focus on how you’re going to introduce yourself. What you’re going to wear. The specific topics you’ll talk about. The tone, voice, speed, flair. Feels like high school prom? Building a brand is like high school prom. And if it’s done right, ‘my prom turned into my sweetheart.’ forever and ever! 

Hit us up to learn how to make your strategy profitable too.

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