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What Makes a Brand? Creating a Successful Brand Identity

July 26, 2024

With how competitive today’s market can be, creating a brand that stands out is more important than ever before. But how do you build a brand? What exactly makes a brand? And what is the importance of branding? 

At Berlew, we believe that a strong brand is more than just a logo or a slogan. It’s about crafting a unique identity and delivering consistent experiences that resonate with your audience. In this blog, we’ll be outlining how to create a brand identity, how to build a brand strategy, and why building a brand involves a blend of strategic planning and creative execution.

Strategy: The foundation of your brand

To make a brand, you first need a solid brand strategy. Think of this as the blueprint for everything your brand stands for and aims to achieve. Here’s what it includes.

1. Brand values and mission statement

Your brand values are the core principles that guide your actions and decisions. They reflect what your brand stands for and what it aims to deliver. These values should resonate with your target audience and influence how your brand is perceived.

A mission statement encapsulates your brand’s purpose and what it strives to achieve. It should be clear, concise, and inspiring, providing direction for your team and clarity for your audience. It answers the question: Why does your brand exist? What impact do you hope to make?

2. Differentiation and positioning

Differentiation is about identifying what sets your brand apart from the competition. It’s the unique value proposition that makes your brand the preferred choice. This could be anything from superior product quality, exceptional customer service, innovative features, or a unique brand story.

Positioning involves carving out a distinct place in the market for your brand. It’s about how you want your brand to be perceived in the minds of your target audience. Effective positioning ensures that your brand occupies a clear, distinct, and desirable place relative to competing brands.

3. Brand personality and tone of voice

Your brand’s personality is the set of human characteristics associated with your brand. Are you fun and quirky, or serious and professional? This personality should resonate in all your communications. It’s what gives your brand a relatable and memorable identity.

The tone of voice is how you express your brand personality through words. It should be consistent across all platforms, whether you’re writing a blog post, making an Instagram post, or responding to customer inquiries. Your tone of voice should reflect your brand’s personality and values, making your communications authentic and engaging.

4. Emotional connection

The feelings associated with your brand play a crucial role in building loyalty. Consider what emotional response you want to evoke in your audience. Do you want them to feel inspired, secure, excited, or empowered?

Creating an emotional connection means understanding your audience’s needs and desires and aligning your brand messaging to meet those emotional triggers. Brands that connect emotionally with their audience build stronger relationships and greater loyalty.

Identity: Bringing your brand to life

With a solid strategy, the next step is to create a brand identity that aligns with your strategic vision. This is the tangible aspect of your brand that people see, hear, and experience. Here’s everything it involves.

1. Brand Name and Tagline

Your brand name should be memorable, easy to pronounce, and reflective of your brand values. It’s the first impression and often the lasting one. A great brand name captures the essence of your brand and makes it easier for customers to remember and recognise.

A tagline is a succinct phrase that encapsulates the essence of your brand. It should be catchy and convey your brand’s promise or value proposition. A well-crafted tagline can enhance your brand’s identity and reinforce its core message.

2. Branding Elements: Logo, colour scheme, typography, and aesthetic

Your logo is the visual cornerstone of your brand identity. It should be simple, recognisable, and reflective of your brand’s personality. A great logo is timeless and versatile, working well in various contexts and sizes.

The colour scheme and typography should be chosen carefully to evoke emotions and ensure readability. Colours can significantly impact how your brand is perceived, while typography affects readability and overall aesthetic appeal. 

The overall aesthetic encompasses the look and feel of your brand. It should create a cohesive and appealing visual experience that aligns with your brand’s values and personality.

Activation: Putting your brand into action

Once your brand identity is established, the next step is activation. This is where consistency, customer experience, and reputation come into play. Here’s what it entails.

1. Consistency

Consistency is key to building a recognisable and trustworthy brand. Your brand identity should be consistent across all activations, from your website and social media to your packaging and advertising. Consistent branding helps reinforce your brand message and creates a cohesive experience for your audience.

Consistency helps to reinforce your brand message and ensures that your audience has a cohesive and predictable experience with your brand. Inconsistent branding can confuse customers and dilute your brand’s impact.

2. Customer experience

Customer experience (CX) is about how customers interact with your brand at every touchpoint. This includes website navigation, customer service, in-store experience, and after-sales support. Every customer interaction with your brand contributes to their overall perception and experience.

A positive customer experience builds brand loyalty and encourages word-of-mouth referrals. Ensure every interaction your customer has with your brand is pleasant and aligned with your brand values. A seamless and enjoyable customer experience can turn customers into brand advocates.

3. Reputation

Your brand’s reputation is built through consistent, positive customer experiences. It’s what people say about your brand when you’re not in the room. A strong reputation enhances trust and credibility, making attracting and retaining customers easier.

Building a strong reputation takes time and requires delivering on your promises consistently. Monitor feedback and reviews, and be proactive in addressing any issues. Engaging with your customers and responding to their needs and concerns helps build a positive reputation.

In Conclusion…

By focusing on these key elements, you can build a brand that resonates with your audience, stands out in the market, and fosters lasting loyalty. Investing in your brand is investing in the future of your business.

Need help crafting your brand strategy and brand identity? Contact us at Berlew, a brand studio and graphic design agency based in Nottingham, which has over 10 years experience in creating compelling brands that drive success and growth.

With our expertise in brand design and website development, we can help you create a cohesive and compelling brand that drives success and growth.

Lewis Wilks

Creative Director
Award-winning designer with a real love for branding, web design and everything creative.

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