How to Build a Strong Brand Identity from Scratch

An impressive brand identity is necessary in achieving differentiation and building relationships with one’s prospects and customers. This is the view of the brand from the customer’s perspective and the way that you stand out from the competition.
The process of creating a unique brand image from the ground up can be a daunting task, however by taking it step by step, you should be able to lay a proper groundwork that will lead to the eventual success of your brand.
In this blog, we will share the principles which if applied hands on, will build a brand identity that draws the customers in and keeps them loyal. Also, how qualifications from the IMM Graduate School can assist you in the practical realisation of those skills to turn the vision of the brand into a desired state.
Step 1: Understand Your Target Audience
The first step of making a brand identity strong is knowing the target audience.
This means understanding their needs, preferences, and problems. This means you must conduct some market research as well as surveys and focus groups to figure out who the ideal customers for your business are and what is the most relevant for them.

Step 2: Define Your Brand Mission and Values
The brand mission and values of your brand are the most key factors contributing to your identity.
The brand mission statement describes the functional purpose of the brand and the goals that it looks to fulfil.
Values, on the other hand, are the principles that determine the way you conduct yourself and relate with your customers. When looking at your brand mission and vision, ask yourself: What need does your brand fulfil? What are your beliefs?
Step 3: Develop Your Brand Positioning
Positioning of a brand means creating and defining a unique space for your brand within the minds of your target audience. It involves declaring what your brand stands for and how is it uniquely suited to suit your ideal customers.
Some of the examples are determining and highlighting your unique selling points (USPs), creating emotional connections with your audience, sticking to your brand promise, and staying true.

Step 4: Choose Your Brand Voice and Tone
A brand voice is a brand’s persona and how they interact with their audience. The tone may be casual, formal, or congenial, but it should fit with the brand’s aims and beliefs.
This is perceived as trust by the customers interacting with the brand over time.
Step 5: Have Unique Logo Design and Visual Identity
Your business logo design is the most significant feature of your company.
While constructing your business logo design, pay attention to the colours, shapes, and typography that will depict the character of your brand best.
For instance, confident values might be in the form of bright temperature colours while calm values might be in pastel colours.
The font that you choose must also match with the tone of the brand archetype that you have in your business whether it is classy which has more of a modern looking or is respectful which portrays old and reliable.

Step 6: Develop a Consistent Brand Message
Consistency is important when crafting brand messaging. The brand message should define the brand’s purpose across all platforms.
Step 7: Establish an Online Presence
It is important to have an online presence professionally.
A user-friendly website and social media profiles is an advantage to help promote the positive image of the brand to other people.
Remember that your online presence is an extension of your physical image, right from the layout of your website to the language you use in your social media profiles.

Introducing the IMM Graduate School
Should you wish to develop your marketing skills further and know how to establish a brand, look no further than the various qualifications provided by the IMM Graduate School.
One of our most sought-after programmes is the Postgraduate Diploma in Marketing Management as it provides a detailed analysis of marketing strategy, consumer behaviour, and brand management.
This qualification is placed at NQF Level 8, accredited by the South African Council on Higher Education, and can be done within a single calendar year (or completed in four years should circumstances dictate).
Conclusion
Creating a brand identity calls for a careful and creative approach. There is a process that must be followed, and it must be clear, coherent and creative.
Knowing your customers, how to communicate your message and objectives, how to create an eye-catching image and voice, and keeping all of them working harmoniously will help forge a customer-friendly image that will easily grab attention in the already crowded market. In advance to taking your marketing competencies a notch higher by knowing how to build a brand from scratch, the IMM Graduate School offers the qualifications that you need for a successful career in this ever-changing industry of marketing.