4 Tips For Building A Solid Brand Identity

Creating a brand identity is the process of conveying a distinct and consistent message to the targeted consumer through visual representations, such as a logo or color schemes. Brand identity is essential for a company’s survival and the success of its marketing program.  

Your brand identity should be apparent in many aspects of your business. So, before you can decide on who will provide you with professional packaging supplies for your products, or the overall design of your business website, you should establish a solid strategy to build a strong brand identity. In this article, you’ll learn more about the importance of brand identity and how you can create a solid one.

What Is Brand Identity? 

A brand identity is the distinct and standout perception of a business from other similar businesses. A brand is nothing more than a name, tag, or symbol that identifies one seller’s product or service separately from others.  

Brand identity development works towards identifying business goals and objectives, marketing strategies, operational strategies, marketing tools, regulatory requirements, and business development objectives. Branding enables a company to differentiate itself from competitors and effectively present its products and services to a target audience. 

How Do You Build A Solid Brand Identity? 

Brand identity is more than mere recognition. It involves the understanding of how people make sense of brands and their meanings. How can you create a solid brand identity to increase brand awareness and, in turn, boost your business sales? Here are some tips you should follow:  

1. Understand Your Audience 

Creating a strong brand identity should start from conducting market research. Market research will help you discover what your target audience needs and wants to purchase. This method enables companies or organizations to find out their target audience, gather information relevant from that audience, and make strategic decisions. 

A crucial role of a market researcher is to determine the strengths and weaknesses of the company’s offerings to formulate strategies for future development. At what aspect is the company lacking today? How can the company start building a solid brand identity based on the needs and expectations of its target customers? When all of this information is available, the company can create strategies for a brand identity that sticks with its target customers.  

2. Research Your Competitors 

Competitive research is the process of identifying your competition and studying how they achieve success. It also helps the company understand the various opportunities and threats posed by its competitors. 

Once you have identified which companies are performing above you, you can then fine-tune your strategies accordingly. You may find that your current methods are working just fine, but you may not be making enough sales to get ahead of the competition. By conducting a detailed search on your competitors, you will know exactly which strategies are effective for your business and which ones are ineffective and impractical. 

Brand Identity

3. Create A Memorable Logo And A Tag Line 

Using a logo or tagline that reflects your business logo is part of your advertising design concept. As long as it helps people identify your business, your design concept should be attractive and unique enough to catch the attention of the target clients.  

How do you create a memorable logo? You should remember that a powerful logo has the following features:  

  • A solid and balanced image 
  • All visual elements, colors, and typography are organized 
  • Communicates your business vision and mission 
  • Works well with your brand name 
  • Looks good in black and white, and also in color 

Your business logo and tagline must be memorable and interesting enough to encourage people to take action. You can use humor to trigger a reaction or a call-to-action related to your brand for your tagline. Your tagline must appeal to the emotion of your target so they can easily remember your brand identity.  

4. Advertise On Social Media 

After creating the visual elements of your brand, you need to spread the word about it and advertise. If you want to boost brand awareness without spending too much money, you should also promote your business on social media. By creating ads using these social media platforms, you’ll be able to connect directly with your customer base. By engaging with your followers on social media, you’ll be building relationships, which in turn, will lead to increased engagement. This increased engagement will ultimately lead to greater overall visibility for your brand or company.  


In today’s highly competitive business market, establishing your brand identity early can mean the difference between success and failure. Knowing your market will allow you to design a brand identity that effectively connects with consumers and draws them to your products or services.  

It also helps when you understand how your competitors are leading because of their brand identity. Understanding your competitors can help you create one that works well with your target audience.  

Next, you should create a memorable logo and tagline. Your logo and tagline should always be included in your marketing efforts. Lastly, if you want more people to learn about your brand, it’s beneficial to advertise through social media.

Dragan Sutevski

Posted by Dragan Sutevski

Dragan Sutevski is a founder and CEO of Sutevski Consulting, creating business excellence through innovative thinking. Get more from Dragan on Twitter. Contact Dragan