Helping You Reach Out Better to Your Customers
Imagine the first thing that would spring to your mind when you hear the word ‘health’; what would it say to you? Well-being, happiness and zen. The digital age that we are currently living in is a great example of the identification that a good brand drives. For instance, there is a popular health app called Lifesum which takes you through a journey to adopt a much healthier lifestyle and achieve all your health goals. As you open the app, you would notice that the colour tones that they use fall in a very subtle, yet bright spectrum. This colour voices the brand’s working, gentle happiness, something that is not too loud and yet not too faded, something which strikes a gentle balance to elevate your experience and have an indication which takes away your stress or worries.
We take this as a classic example of how brand creation can be seamlessly integrated with your product to bring out the best of both worlds. It is essentially important in the startup world, where you are just starting to project the new venture that you aim to draw your customers to the most thrilling aspect of your business. This would mean that you have to carefully pick out things such as colours, mood boards, fonts, icons and so on, which would all be in vain without clarity in your brand philosophy. A brand’s soul will not only communicate the core business values but also the vision of the entrepreneur, which only adds to the belief system.
Since a Brand Identity is the consumer’s perception of your brand, the vision for communication, therefore, should reflect a blend of emotions, intellect and knowledge. The message meant as information should be able to spread the know-how of it. The style of communication in itself can make a substantial difference. What it should document, is the brand encounters with your customer, and what it is that they remember about your brand. Thus, it is these expectations from the customers from which everything originates, and then later gets tied into the Brand Identity. There are several crucial elements which form the core of a good Brand Identity. They are:
- Your vision
- The ethics that drive your company
- The human traits that your brand aspires to have
- The USP of your brand
- If your brand were a human, what would be its tone and personality
In essence, all these elements along with some other elements as well come together to create a Brand Identity, which would lead to the creation of your brand story. This is to assist you in putting forward all the key points as you design a fruitful experience for your consumers, stakeholders and employees, which would all be built around your brand. Think of this story as your Bible as you prepare to market your product/service or as you decide to convey your business to the world. And not just externally, all these features must be communicated well equally to your teams and vendors alike, which would go a great way in setting up your standing in your industry and your function. When you build a smart identity, you are already developing yourself into more than just a fancy logotype; it needs to be reliable and consistent, as well as being multifaceted at the same time, as explained by Emma Thomas and Kirsty Carter, founders of A Practice for Everyday Life, a design studio in London, in their writeup, ‘What makes smart branding?’.
In the end, it’s what you make of the brand's identity. How successful your brand’s identity would be, and how it would evolve depends on a host of factors, for which you need a well-known branding agency to accomplish this feat. It would come in the form of an all-round package, which would consist of various elements such as design, communication and an in-depth interpretation of your brand. The Brand Identity is what provides brand value through various art forms, which is where the ‘belief system’ and the behaviour of the brand is derived from in the first place.