Brand identity development
Now that you have your marketing strategy set you should define your brand identity.
- Start with describing your brand using 4-6 brand values: simple adjectives that define your brand's personality.
- As a further exercise it is recommended to further define your brand like you would define a person.Try the following excercise. Ask yourself the following questions and write the answers that best describe your brand. If my brand was a person....
- what gender would it have
- how old would it be
- what would be is profession
- where would it live
- what would its marital status be
- what are its hobbies
- what kind of car would it drive
- what kind of shoes would it wear
- etc..
This exercise will help you get a detailed picture of your brand. This will serve as a guide for brand identity development.
Next you will get into the concrete work of developing a visual identity for your brand.
- What color(s) represent your brand the best
- what shape(s)
Based on all the information above you should be able to brief a designer to create a logo, define brand colors and font styles. Make sure your logo and other visual attribute are:
- easy to recognize and remember
- well differentiated from your competition
- avoid negative associations in your target geography
- reflect the brand identity you have created with the exercises above.