In today’s crowded marketplace, a strong brand identity is crucial to standing out.
Brand identity is not just about your logo or tagline. It’s a reflection of your company’s core values, mission and overall personality. Your brand’s identity shapes how people perceive your business and can have a big influence on their decisions.
What makes a strong brand identity?
When you think of Bunnings, you probably think about the big green shed and red and white logo. You can see the car park in your mind and can taste the promise of a Saturday sausage sizzle. You can picture walking through the aisles and being greeted by someone in the Bunnings apron, there to help you find what you’re looking for. Maybe you’ve gone all in and have purchased a Bunnings straw hat and wear it while you’re gardening.
You can picture it all, can’t you? So you see, it’s not all about the logo. It’s about the things you remember and affiliate with the brand.
Let’s be realistic
Having said that, your visual ID (logo, colours, typography) is usually the first impression most people will have of your brand. Do you think about the green shed and large lettering first for Bunnings?
Your logo should be memorable, versatile and align with your core values. A well-crafted logo sets the tone and reinforces your identity across various channels.
Choose a colour palette that reflects your brand’s personality to invoke an emotional connection with your audience. For instance, colours like blue convey trust and professionalism. It’s the reason blue is often associated with government departments and medical services. It’s the same reason why green can symbolise growth and sustainability.
Typography is also essential. The font you use should align with your brand’s character and ensure your communications are both clear and engaging. And just on a general note – let’s avoid any use of Comic Sans. Please.
How can you build your brand identity?
Building your brand identity involves effective storytelling. Share your business’s journey, values, and mission to connect with your audience and create a sense of community. To build trust and credibility, your business’s actions must match its brand identity.
Consistency is key! Keep a consistent tone of voice and visual ID across all platforms to reinforce your message and provide a cohesive experience for your audience. Whether you’re posting on social media, writing articles, or creating marketing collateral, a unified voice makes your message clear and recognisable.
Bunnings is another prime example. Scrolling through their Instagram feed, you can see that they feature their products and friendly staff, share DIY tips, and use their green captions across their content. All of this you can find in-store – Instagram is just an extension of your experience as a Bunnings customer.
Where brand identity and digital marketing meet
In the realm of digital marketing, social media serves as an extension of your brand identity – this goes for both organic and paid advertising. Maintain consistent branding and engaging content to connect with your audience on a personal level. Ensure that all your content, from blog posts to videos, aligns with your brand’s tone of voice and visual ID.
Investing in a strong brand identity is essential for long-term success. It’s more than just having a stylish logo or an appealing Instagram feed. It’s about creating a unified and compelling presence that resonates with your audience and sets you apart from the competition. A strong brand identity lays the foundation for successful marketing strategies and helps your business thrive in the digital age.
If you want to learn how we can help create your perfect brand identity, contact Threesides today.