Your brand identity defines the unique \u201cpersonality\u201d of your business. It\u2019s the way through which you paint a pretty picture of your company\u2019s ethos, goals, and unique selling point (USP), and show it off to the waiting eyes of the world. Brand identity is how you forge that essential link with your audience, what people will buy into \u2013 how you\u2019ll win new customers, re-engage with existing ones, and turn one-time buyers into lifelong brand ambassadors.<\/p>\n
In a digital space now more saturated than ever before, brand identity is what helps your business stand out from the rest. If that is, you get it right.<\/p>\n
So let us help.<\/p>\n
Below, we walk you through everything you need to know to research, design, and implement a bankable brand identity \u2013 then monitor the traction it gets on the slippery streets of the online space.<\/p>\n
We\u2019ll also cover the basics \u2013 what brand identity is, why you should care about it, and what you shouldn\u2019t do \u2013 as well as dive deeper into some of our favorite real-world examples of brand identity<\/a>.<\/p>\n Dictionary.com<\/a> defines \u201cidentity\u201d as \u201cthe unique set of characteristics that can be used to identify a person as themselves and no one else\u201d \u2013 as denoting \u201ca person\u2019s sense of self,\u201d or \u201chow they view themself compared to other people.\u201d<\/p>\n Brand identity, then, is just that \u2013 but for your business.<\/p>\n A brand identity is how you utilize a range of specific signifiers to establish your business as unique vis a vis the competition.<\/p>\n These can include:<\/p>\n Just as you might express your own identity through the clothes you wear or the music you listen to, so too can you use words and design to cultivate the character and flavor of your brand.<\/p>\n Your brand identity isn\u2019t just how your business looks to people, but how it speaks to them.<\/strong> It\u2019s how your brand makes your audience feel: The kind of associations they make with it, the characteristics they attribute to it, and the way in which they forge a \u2013 hopefully longstanding \u2013 relationship with it.<\/p>\n Though your logo, palette, and tone of voice are all key, developing a strong brand identity doesn\u2019t come from words or colors alone. It\u2019s about the bigger picture \u2013 how you use storytelling techniques<\/a> and visual consistency to build a narrative around your brand and draw a connection with consumers.<\/p>\n Brand identity has a role to play at every stage of the customer lifecycle: whether that\u2019s winning new business, nurturing your current customers, or \u2013 ultimately \u2013 keeping them!<\/p>\n Here are three reasons why you should prioritize building a strong brand identity in 2022.<\/p>\n In a world where there\u2019s always a business selling similar products at lower prices, a solid brand identity can be all that separates you from the wannabes.<\/p>\n The best brand identities serve as marks of trust; as beacons of familiarity and reliability that customers can use to separate the wheat of your brand from the chaff of the competition.<\/p>\n With a strong brand identity, you can make more meaningful connections with your customers.<\/p>\n By writing in a way that resonates with them, and using color and design to effectively get your message across, the more likely they are to believe in, buy into, and bookmark your brand.<\/p>\n As we\u2019ll get to shortly, consistency is key for a good user experience.<\/p>\n Whether your customer is reading one of your social media posts, emails, ads, or blogs, they need to feel like each one\u2019s been written in the same tone and style. Defining this voice, then \u2013 both from a visual and verbal perspective \u2013 will be a vital part of establishing your business\u2019s distinctive brand identity.<\/p>\n With the what and why of brand identity neatly dispatched, let\u2019s get to the heart of the issue \u2013 the how.<\/p>\n All good things start with thorough audience research<\/a>. So before you whip the color wheel out \u2013 or start sketching logos \u2013 you\u2019ll need to hit the books, first.<\/p>\n Start with a clear understanding of your audience. Remember, brand identity is all about building bridges; about spanning the gap between your company and your customer. If you don\u2019t know who those customers are, exactly, how can you ever hope to develop an identity that speaks to them?<\/p>\n To begin, you\u2019ll need to drill down into your website\u2019s demographics<\/a> \u2013 something Similarweb makes simple.<\/p>\n If you\u2019re building out your brand identity from scratch \u2013 you can use our Web Industry Analysis<\/a> tool to explore age and gender demographics for your industry\u2019s audience. If you\u2019re a more established business \u2013 and your brand identity work is an overhaul, rather than a start-from-scratch job \u2013 you can grab audience demographics from your own site, too.<\/p>\n Plus, with in-depth demographic audience analysis<\/a>, you can not only learn more about your exact target market<\/a> but also create accurate buyer personas<\/a>. These are archetypes that represent your ideal customer, taking real-world estimates of their gender identification, location, age, income, and education to give you a clear picture of who you\u2019re selling to.<\/p>\n Once you have a better sense of the kind of crowd you\u2019ll be targeting, you can reach out to them directly with a few market research questions<\/a>, such as:<\/p>\n Of course, audience analysis<\/a> tells only half of the story. To build a strong, unique brand identity, you\u2019ll also need to develop a crystal clear understanding of where that audience spends their time online \u2013 a.k.a. your competition. Not only will this provide inspiration for your own burgeoning brand identity, but help you identify untapped niche audiences<\/a>, as well as gaps in your rivals\u2019 offerings.<\/p>\n This is also an area where Similarweb can help. Our competitor intelligence analysis tools<\/a> let you benchmark your brand\u2019s current engagement metrics<\/a> against the rest. You can zoom in on the leading websites in your niche and figure out what they\u2019re doing well, then use this insider knowledge to inform your own brand identity.<\/p>\n To build a brand identity, then, you\u2019ll need to know who you\u2019re selling to, and who you\u2019re up against. But you\u2019ll also require an iron-clad idea of who you are, too.<\/p>\n This can be neatly summarized by your business\u2019s \u201cNorth Star\u201d \u2013 that is, its mission, vision, and values.<\/p>\n Most of us, for instance, are familiar with Swedish homeware provider IKEA\u2019s selection of modular, easy-to-install (at least in theory) furniture. What less of us know, though, is that this is all a product of IKEA\u2019s mission \u201cto offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.\u201d<\/p>\n Vision statements are allowed to be a little more ambitious. Consider Amazon\u2019s goal \u201cto be the world\u2019s most customer-centric company\u201d, Walmart\u2019s pledge \u201cto become the worldwide leader of all retailing\u201d, or our own (slightly more humble) objective.<\/p>\n However, vision statements are also a great place to underline your commitment to something beyond profit or growth. Consider, for example, Unilever\u2019s promise to \u201cmake sustainable living commonplace\u201d, or Kellogg\u2019s vision of \u201ca good and just world where people are not just fed but fulfilled\u201d.<\/p>\n Your brand identity should be the physical manifestation of your values and vision \u2013 so it\u2019s impossible to build one without knowing exactly what you stand for.<\/p>\n If you\u2019re a company of one, this process could be as simple as sitting down with a pen and paper and jotting down some ideas. For larger enterprises, it may be more intensive and involve roping in board members and stakeholders.<\/p>\n Ask yourself (or your stakeholders) some of the following questions to get started:<\/p>\n If you have an existing brand identity that you want to change, conduct a thorough audit of what your business means to people right now. Only with a proper understanding of what you don\u2019t like about your current brand can you take your business in a new, exciting direction, and avoid the pitfalls of the past.<\/p>\n Armed with a grasp of your audience, competition, and brand values, it\u2019s time to bring them to visual life \u2013 choose a color palette for your brand and design its logo.<\/p>\n But just how do you go about selecting a color for your brand? Is it as simple as choosing your favorite, or closing your eyes and picking one at random?<\/p>\n Spoiler alert: It\u2019s not.<\/p>\n There are no accidents in the world of business. Every touchpoint you have with a brand is a product of years of strategic planning \u2013 including color. Our brains make implicit associations with different colors, and these have long been utilized by companies to \u2013 quite literally \u2013 \u201dpaint a picture\u201d of their brand.<\/p>\n As a general rule<\/a>:<\/p>\n Of course, few brands rely on a single color alone. Distinctive brand identities almost always use a combination of several colors and hues, mixing together different styles in a clever cocktail of character. We\u2019d recommend starting with three colors \u2013 a base, an accent, and a neutral \u2013 but you can begin to build your brand identity around up to five different shades.<\/p>\n Take the classic red\/yellow branding of McDonald\u2019s, for instance. Why is it so effective?<\/p>\n For starters, red comes with associations with being active and stimulated, and yellow evokes happiness. Yellow\u2019s also the easiest color to spot in daylight, while red can increase heart rate (and, ergo, appetite). Recently, however, McDonald\u2019s has been pioneering being greener in its store branding \u2013 a colorful representation of its push towards healthier and more sustainable approaches.<\/p>\n For an example of just how potent the perfect palette can be for developing your brand identity, take a look at the following logo-less color schemes of famous businesses.<\/p>\n How many of the brands below can you name? Find the answers at the end of this section.<\/p>\n Of course, the color scheme is only part of it. To develop a really strong brand identity, you\u2019ll also need a logo. For this, we have a few quickfire tips:<\/p>\n Answers to the brand color questions: Starbucks, Google, 7-Eleven, Slack.<\/p>\n They say a picture\u2019s worth a thousand words \u2013 and if you get it right, your logo will be worth even more.<\/p>\n That\u2019s not to imply that words don\u2019t matter. In fact, the content your business puts out will go a long way to help build your brand identity and forge those all-important ties with your target audience.<\/a><\/p>\n For a modern business, content takes many forms. You\u2019ll use words to educate your customers about your product, generate interest, convert leads, and increase your brand\u2019s industry authority. Think:<\/p>\n Whether you want to grow organically via SEO-focused web articles<\/a> or more quickly through paid advertising, content is the common denominator.<\/p>\n So what does all this have to do with brand identity?<\/p>\n Well, with all the channels you\u2019ll be writing for, it\u2019s vital to ensure consistency. Despite how many different writers you may have working for you, everything your business publishes needs to sound like the same entity, the same person. In other words, it needs to feel authentic to come across as both real and unique.<\/p>\n This is why defining your brand\u2019s tone of voice is so important. Your tone of voice is less about what you say, and all about how you say it. It\u2019s the way you address your audience, the language you use, and how you express yourself. Your tone of voice can also portray how your business feels about what you\u2019re talking about, which helps like-minded consumers connect with your cause and character.<\/p>\n Your brand\u2019s tone of voice will be directly tied to your mission, vision, and values \u2013 so it should be unique.<\/p>\n The tone of voice is also inextricable from what your company does. If you\u2019re an independent Vancouver-based microbrewery, for instance, you\u2019ll likely have a tone of voice that\u2019s much different from a nationwide chain of supermarkets. Similarly, the \u201cfun\u201d tone of voice of, say, a party supplies business will differ from the more somber style of a funeral home.<\/p>\n So how do you nail your tone of voice and devise a style that best reflects your unique brand identity?<\/p>\n Here are our top tips:<\/p>\n Once you\u2019ve figured it out, outline your brand\u2019s tone of voice in a style guide. This should keep everyone working on your company\u2019s content \u2013 be they freelancers or in-house writers \u2013 on the same page.<\/p>\n At the very least, your style guide should include:<\/p>\n Ultimately, drawing up your brand\u2019s tone of voice should be a fun exercise. So if you\u2019re stuck, try visualizing your brand as a real person. What would their name be? Where would they live? Which restaurants would they eat at, and how would you describe their personality?<\/p>\n Here\u2019s an example of Similarweb\u2019s Tinder profile, taken from our own tone of voice guidelines\u2026we\u2019d swipe right!<\/p>\n Great work! With your business\u2019s logo, color scheme, and tone of voice in place and rolled out across your website, content, and advertising, your brand identity is ready to go.<\/p>\n So what now? Sit back, relax, and enjoy a cup of joe? Not exactly.<\/p>\n The process of creating your brand identity doesn\u2019t end when your website goes live, or after you\u2019ve finalized your tone of voice guidelines. Instead, it\u2019s a dynamic, ever-shifting series of refinements, iterations, and optimizations. You\u2019ll need to keep checking in on your brand identity regularly to monitor its uptake and effectiveness, amongst both your customer base and the public at large.<\/p>\n Essentially, you\u2019ll need to keep tabs on three metrics: brand reputation<\/a>, brand loyalty<\/a>, and brand mentions.<\/p>\nWhat is brand identity?<\/h2>\n
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![\"Maya](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2022\/02\/Maya-Angelou-quote-representing-the-importance-of-how-your-brand-makes-people-feel.-scaled.png\")
<\/p>\nThe importance of brand identity<\/h2>\n
1. It differentiates your business<\/h3>\n
2. It helps you connect with your customers<\/h3>\n
3. It enables you to provide a meaningful user experience<\/h3>\n
How to create a brand identity: 5 steps to success<\/h2>\n
1. Research your audience and competitors<\/h3>\n
![\"Target.com](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2022\/02\/Target.com-versus-walmart.com\u2019s-website-demographics-as-proven-by-Similarweb-data..png\")
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![\"Website](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2022\/02\/Website-engagement-metrics-for-ecommerce-companies-in-the-U.S.-according-to-Similarweb-data.png\")
<\/p>\n2. Audit your existing brand and figure out what you stand for<\/h3>\n
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![\"Ikea\u2019s](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2022\/02\/Ikea\u2019s-brand-identity-statement-as-an-example..png\")
<\/p>\n![\"Similarweb\u2019s](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2022\/02\/Similarweb\u2019s-mission-statement-to-be-the-official-measure-of-the-digital-world..png\")
<\/p>\n![\"Kellogg\u2019s](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2022\/02\/Kellogg\u2019s-brand-statement-and-mission..png\")
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3. Design your logo and pick a color scheme<\/h3>\n
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![\"Coca](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2022\/02\/Coca-cola-brand-logo..png\"){kind=logo}
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![\"Nickelodeon](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2022\/02\/Nickelodeon-brand-logo..png\"){kind=logo}
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![\"Whole](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2022\/02\/Whole-foods-brand-logo..png\"){kind=logo}
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![\"American](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2022\/02\/American-Express-brand-logo..png\"){kind=logo}
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![\"Cadbury](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2022\/02\/Cadbury-brand-logo..png\"){kind=logo}
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![\"Nike](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2022\/02\/Nike-brand-logo..png\"){kind=logo}
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![\"Chanel](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2022\/02\/Chanel-brand-logo..png\"){kind=logo}
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![\"Best](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2022\/02\/Best-Buy-brand-logo..png\"){kind=logo}
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![\"UPS](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2022\/02\/UPS-brand-logo..png\"){kind=logo}
<\/p>\n![\"An](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2022\/02\/An-image-of-4-brand-colors-posing-the-question-if-you-can-recognize-a-brand-by-their-color-scaled.png\")
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4. Define and implement your brand\u2019s tone of voice<\/h3>\n
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![\"Top](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2022\/02\/Top-5-branding-tips.png\")
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![\"Similarweb\u2019s](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2022\/02\/Similarweb\u2019s-Tinder-profile-as-an-example-of-brand-identity..png\")
<\/p>\n5. Monitor public perceptions of your brand identity and reputation<\/h3>\n
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![\"4](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2022\/02\/4-common-branding-mistakes-dive-in-too-early-make-promises-you-can\u2019t-keep-copy-the-compet.png\")
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