As a small business owner, standing out can feel as challenging as being a mom-and-pop shop on a street full of big-box stores. But here’s the thing: your brand identity is your not-so-secret weapon. It’s what makes customers choose you over the Goliaths of your industry.
Think of your brand identity as your business’s personality: the friendly face that greets customers, the unique voice that speaks to them in emails or on social media, and the special, personal touches that keep people coming back. Whether you’re a specialist online boutique or a local coffee shop, your brand identity is what sets you apart.
But how do you craft a memorable brand? And one that packs a punch and is both true to you and irresistible to your target market? It’s not about having the biggest budget or the flashiest ads. It’s about blending authenticity, consistency and creativity to find the sweet spot between who you are, and what your customers need.
What is brand identity?
Picture your business as a party guest. Brand identity is everything you choose to wear, say, and do to make an impression. The carefully curated outfit, the practiced introduction, the planned topics of conversation—they’re all designed to present a particular image.
To continue the analogy, branding is the act of getting ready for that party. It’s the process of picking out that outfit, rehearsing that introduction, and deciding on those conversation topics in an active effort to shape how others will perceive you.
The brand itself? That’s what happens after the party – the impression left in people’s minds, the stories they tell about you, the feelings they associate with you. How the world sees and remembers your business might not always match up perfectly with the identity you’ve crafted, but consistency helps create a lasting impression is critical to brand recognition.
A survey from 99designs by Vista found that 86% of small business owners consider visual branding critical to their overall success. Even more telling, 78% report that it significantly boosts their revenue growth. These numbers show that investing in your brand’s visual identity isn’t just about looks—it’s a key driver of business success and financial growth.
Figuring out who you are
Before you dive into the visuals, you need to nail down your core brand strategy by identifying the following:
- Mission: your driving purpose
- Values: your brand’s guiding principles
- Personality: the human traits of your brand
- Positioning: what sets you apart in the market
- Voice: how you want to communicate with your customers
These elements form your brand’s foundation. To help clarify them in your mind, ask yourself (and your team, friends or family):
- Why did we start this business?
- What are our core beliefs?
- What’s our unique strength?
- How are we different?
- How would someone describe our brand in three words?
- How do we want customers to describe us?
Once you’ve pinned down your brand’s essence and your core strategy (there are some great online resources to help guide you through this brand strategy process), it’s time to craft the visual identity that will breathe life into it. This is how you’ll showcase your brand’s personality to the audience that matters most – your customers. Creating a visual identity is about translating your brand into tangible elements that resonate with and attract your target market.
Bringing your brand to life
To bring your brand to life, it needs to become a visual experience expressing everything you’ve identified in your brand strategy. Once you’ve defined your brand, it’s time to create the visual identity to communicate and share it with the world. This includes everything from your logo, key brand colors, website design, product packaging, social media graphics, and even your office decor. These elements work together to create a cohesive image that helps connect with and resonate with your target audience.
Creating an effective visual identity is a strategic process that can significantly impact your business’ success. A well-designed brand identity helps you stand out in a crowded market, builds customer trust and recognition, and reinforces your company’s values and personality.
So, how do you develop a visual identity that truly captures your brand? It starts with establishing some fundamental design principles. Before you create any specific assets, you need to define the basic visual guidelines that will inform all your design decisions.
Here are the key elements you’ll need to establish:
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Typography: the font (or type) you choose for your branding materials
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Color palette: decide which colors you will use throughout your branding
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Form/Shape: the shape of your logo
By setting these foundational elements first, you’ll ensure consistency across all your brand materials. This consistency is crucial – it helps make your brand recognizable and builds trust with your audience.
The final step
With your brand’s visual foundation laid out, you can roll up your sleeves and get creative. This is where you’ll partner with a skilled designer to transform your brand into concrete design elements that will help you show up confidently, and ultimately grow your business.
Every business is unique, and so is every brand identity. The specific assets you’ll need depend on your industry, target audience, and marketing strategy. Some common brand elements include:
- Logo
- Website
- Social media templates
- Email design
- Product packaging and inserts
Remember, you don’t need to create every possible asset right away. Start with the essentials for your business and expand as you grow. The key is to ensure each creative element and design is consistent, aligns with your brand guidelines, and effectively communicates your brand’s personality.
Small Business Currents Blog op-ed by Patrick Llewellyn, CEO of 99designs by Vista.
Brand identity stock image by Kaspars Grinvalds/Shutterstock