Brand identity: how to develop a successful image?

Many companies do not care about identity. It is a very important requirement for the configuration of your business image. Companies could not be more wrong, after all, it is by the image that your company will be perceived.

In today’s article, we’ll go into more detail on the process of building a brand identity. Check it:

What is identity and how is the image formed?

The best way to explain what an identity is is to think of a company as a person. Imagine a very famous company. You can probably assign several characteristics and traits to it.

Maybe a famous diner is a cheerful and fun person, always willing to liven up your day. Already that high-level bank, located in the financial center of the city, may look like a powerful businessman in a well-cut Italian suit, elegant tie, and a leather briefcase.

Brand identity is that. It adjusts the way consumers view the business and format the image.

What does it take to develop a brand identity?

Developing a brand identity is a long task. You have to build a perception of the company in the head of the public and this can take some time. But the rewards are huge.

Below, we have prepared a small guide with the necessary ingredients to build a strong brand in the market:

Clear and unique visual identity

A message has to be communicated in some way. According to Rule 7-38-55, by Albert Mehrabian, only 7% of our understanding of communication comes from words, while the other 93% come from other factors. Therefore, more than words, your message has to be visual, through its visual identity.

One of the most objective tips for building your visual identity is the application of color psychology. Each color arouses certain kinds of reactions in our brain. Red, for example, can be dangerous, but it can also be energy, passion and intensity. Already the green, is a more accepted color, more friendly, calm, relaxing. It is “cool” compared to red.

Analyze now the colors of the visual identities of the top companies around you. See how these colors talk to you.

Coherence throughout communication

The first step is to understand that your identity covers product quality, employee behavior, everything is communication.

Imagine a company that wants to communicate that its brand is friendly, cheerful and companion, however, its employees are always discouraged and bad-tempered. The image vs. reality incoherence breaks the brand’s construction, causing all the effort to go down.

Now, imagine a company that has an entire visual identity focused on professionalism, seriousness and competence, but its product has a poor quality, the delivery is horrible and the packaging is sloppy and difficult to open. You can not believe that mark, correct?

Generate positive feelings in people’s minds

In addition to efficient communication and consistency in all aspects, your brand should help to awaken in the customer a specific feeling. To be successful, the intrinsic characteristics in the identity must create connection with the stakeholders.

Branding is the same thing: if there is no connection that supports what the business promises, all the work will be useless.

The Importance of Branding for Building an Identity

Behind a successful brand there is always a branding. And you know why? Because Branding is responsible for structuring the positioning in the market and all strategic value of your brand, manifesting in the visual identity.

“Branding: persuading outsiders to buy and persuading those within to believe” – Wally Olins

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