Having a cohesive brand identity is incredibly important for the success of any brand, especially ecommerce brands that are up against a mountain of competition. Not only do you need to have a great product, responsive website, and exceptional customer service (just to name a few), you need all other details, both large and small, to be executed perfectly as well.
Let’s discuss what exactly your brand identity is, as well as the steps you should take to ensure you’ve got a great one in place.
What is a Brand Identity?
First off- what is a brand identity anyways? It encompasses many different elements, including numerous visual elements. Your entire brand identity isn’t just summed up in your logo (even though it is a crucial part- which we will discuss later). Instead, a brand identity includes other elements that describe what your brand is, what values you have, the type of experience you want your customers to have, and more.
Your brand identity, ultimately, can set you apart from your competition. Your mix of values, products, and visual elements all combine to form who you are and what your brand is. A positive, cohesive identity can help your business succeed, while a negative identity can have you headed for failure quickly.
As you think about your brand and how to form your brand identity, there are several things you should keep in mind and steps you should take to ensure your brand identity is complete and conducive for success.
Research Your Industry and Competition
Before you actually start designing, or enlist the help of a designer, you need to take plenty of time to research and understand the industry you are going into. Specifically, you need to understand who your target audience is and what they expect from a brand. Your customers (or lack of customers) determine your success, so their needs should be a huge part of the decision making process.
Are you targeting millennials? Baby boomers? Are you a fashion company, tech company, or food service? All of this information will help you shape what you want, and need, your identity to be. For example, if you are targeting recent college graduates, you likely want an identity that is modern and fun, a unique website, and to utilize popular social media platforms like Snapchat and Instagram. As for a color scheme- you might want to include modern colors like grays, muted pastels, or the popular millennial pink.
Research your competition and see what is working for them. There is no harm in seeing what similar brands to yours are doing. While you want your brand, and therefore your brand identity, to be unique, you have to also keep in mind what your customers want and what their expectations are. Finding that perfect balance will help you create a winning brand identity.
Design a Quality Logo
Of course, there are plenty of visual elements that help form your brand identity, with the most important visual element being your logo. This image will be (or should be) present across all of your marketing material and is an initial glimpse at who you are.
The importance of a good logo cannot be understated, which is why it is highly recommended that you hire a professional graphic designer who can design a logo that doesn’t just look nice, but helps to visually and accurately represent your brand. A good designer will take into consideration what you want, along with their own understanding of what you need based on your brand and your industry.
Enlist a Qualified Web or App Designer and Developer
A well-designed, responsive website or app is another important element of your brand identity. Your specific user experience will help dictate what your brand identity is. For example, if you develop a new app that is supposed to make grocery shopping more convenient, it is crucial that your app is incredibly functional and easy for anyone to use. Convenience is a part of your identity, and that should be present in more than just your actual product or service. Your website or app should be just as convenient.
As a business owner, it is rare that you will have the time and knowledge to develop a website on your own. Instead of creating a basic website that won’t inspire your customers, enlist a qualified developer who has the skills to give you exactly what you want. You will have more time to focus on your business, and will have a much better product that will help enforce your brand identity.
Finally, part of a great brand identity is being consistent. If your audience reads varying messages and sees different appearances across your website, app, social media, and print marketing, they aren’t likely to remember your brand or want to become a customer.
More than that, an inconsistent brand identity can actually result in customers having a negative view of your brand. To avoid this, you should have a consistent identity present everywhere. This includes having one logo, a set color scheme, and a consistent brand message.
Developing a brand identity is no easy feat, but it crucial for your success. Instead of taking this task on yourself, consider hiring Uhsome to take care of everything for you. We will work closely with you to ensure you are completely satisfied with the final result- whether we design your logo, develop your website, handle your social media, or even all three! We are at your service and are ready to help you take your brand to the next level. Please contact us today to receive a free quote.