Apple’s logo—an apple with a bite taken from the right side—is synonymous with innovation and imagination. But why?  

How can simple images like the Apple logo, McDonald’s golden arches, or Nike’s swoosh evoke such powerful emotions?  

The answer lies in the meticulous work companies put into developing, refining, and protecting their brand identities. So, let’s explore the essential elements that make a brand identity unforgettable. By the end, you’ll have a solid foundation for establishing your own distinctive brand.  

What Is Brand Identity?  

A brand identity is the essence of your brand, encompassing numerous elements that come together to create a compelling image that resonates with your audience, or customers, whenever they interact with your brand.   

While an eye-catching logo is important, it’s only one piece of the puzzle. Amazon founder Jeff Bezos notes: “A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.”  

A brand identity is composed of these key components: 

  • Brand name: What a brand stands for. 
  • Purpose: How a brand creates an emotional connection with its audience. 
  • Positioning: How a brand differentiates itself from its competitors. 
  • Voice: How a brand communicates with its audience. 
  • Visual identity: The “face” of a brand.  

Google, Amazon, and Disney are globally recognized brands not for their excellence in any one specific area but because they align every aspect of their brand with a unified vision.  

Why Is Brand Identity Important? 

“People don’t buy what you do; they buy why you do it.” This quote comes from Simon Sinek, and if you want to make it in marketing, you’ll want to remember it. It highlights that customers are motivated by a company’s purpose, cause, or beliefs.  

Imagine you own a watch company. You and your competitors both sell high-quality watches. So, how will customers decide which company to give their business to? They’ll choose the company with a brand identity that speaks to them on a deeper level. Fingers crossed, your “why” will be powerful enough for them to choose you.  

How to Create a Memorable Brand Identity 

Creating a memorable brand identity requires careful consideration and planning. Before launching your brand, you need to ask yourself some important questions.  

Who Are We (and Who Are Our Competitors)?  

Start by defining what your brand stands for. Discover the “why” that drives you and your company. And don’t forget to take your audience and competition into account.  

When researching your audience, consider creating buyer personas: fictional representations of your audience segments. This will help you think of your target audience as real people, rather than data points.  

Knowing your competition is essential for positioning your brand in your industry. Analyze how they reach their audience and what they’re saying. Learn from their successes and mistakes. Remember, your brand doesn’t need to be better than their brand; it just has to resonate more deeply with your audience.  

Now that you know what your brand stands for, you’ll be able to position your brand effectively and develop a meaningful brand name and purpose.  

What Do We Sound Like?  

Find your voice. Determine the tone and style of your brand’s communications. Is it serious but not pretentious, or is it confident and welcoming? Many brands model their voice after a celebrity or fictional character. For example, if you want your brand to come across as funny and relatable, you could take inspiration from Ryan Reynolds, who is coincidentally a marketing genius.  

Alternatively, you can select a brand archetype: common personality types ascribed to companies. If your brand aligns with the Innocent archetype, for example, you’d want your messaging to be optimistic, charming, and honest.  

What Do We Look Like? 

Now you’re ready to work on your brand’s visuals, which will consist of your logo, typography, and color palette, as well as any other visuals associated with your brand. You don’t have to be a graphic designer to get started. Tools like Canva and website builders like Wix can help you create professional-looking designs.  

Consistency is crucial in all your marketing efforts. Whether your messaging appears in ads, emails, or social media posts, it must all seem like it’s coming from a singular entity.  

We’ve Only Scratched the Surface  

With these questions answered, you should have a clear understanding of your brand’s “why.” Still, you have much work ahead of you to ensure your brand stands above the competition. To fully grasp the power of branding, you’ll need to take a deeper dive into the marketing world.  

BBA in Marketing 

The University of Texas Permian Basin offers an online Bachelor of Business Administration in Marketing perfect for aspiring business owners who want to effectively market their goods and services. This program is entirely online, allowing you to study anytime, anywhere.  

Not interested in a BBA? We also offer an online undergraduate certificate in digital marketing that can be completed in tandem with any of our undergraduate bachelor’s degree programs.  

MBA with Emphasis in Marketing 

Then there’s our online Master of Business Administration with emphasis in marketing. This program takes a deep dive into subjects like marketing analytics, strategy, and management, providing the knowledge needed to oversee all aspects of a business, particularly its marketing efforts. 

At UT Permian Basin, you can pursue a prestigious degree while networking with other like-minded professionals. Ready to take the next step? Learn more about earning an online undergraduate or graduate marketing degree from our University.  

Sources: 
https://blog.hubspot.com/agency/develop-brand-identity#brand-identity
https://blog.hubspot.com/blog/tabid/6307/bid/31739/7-components-that-comprise-a-comprehensive-brand-strategy.aspx
https://sproutsocial.com/insights/how-to-build-brand/