BRAND STRATEGY & IDENTITY

Let's look at the differences between brand identity and brand strategy, shedding light on their unique roles in shaping a perception.

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Brand Identity:

Brand Identity is the visual and sensory representation of a brand. It encompasses the tangible elements that consumers encounter and remember about a brand. This includes the logo, colour palette, typography, imagery, and other design elements. Essentially, Brand Identity is the outward expression of a brand's personality and values.

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1. Logo:

   • The logo is a central component of Brand Identity, serving as the symbol that instantly connects consumers to the brand.

   • It should be memorable, versatile, and reflective of the brand's essence.

2. Colour Palette:

   • Colours evoke emotions and convey meaning. The chosen colour palette should align with the brand's personality and resonate with the target audience.

3. Typography:

   • Font styles and sizes contribute to the overall visual identity. Consistency in typography helps in building recognition and trust.

4. Imagery:

   • The visual elements associated with the brand, such as photography or illustrations, play a crucial role in shaping the overall perception.

 

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Brand Strategy:

Brand Strategy, on the other hand, is the comprehensive plan that outlines how a brand will achieve its objectives. It involves a deeper understanding of the brand's purpose, target audience, and competitive landscape. Brand Strategy is not just about the visual aspects; it's about the overall brand experience and how the brand communicates and engages with its audience.

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1. Brand Positioning:

   • Identifying and establishing a unique position in the market that sets the brand apart from competitors.

2. Target Audience:

   • Understanding the demographics, behaviours, and preferences of the target audience to tailor messaging and communication strategies accordingly.

3. Brand Voice:

   • Defining the tone, style, and language used in communication to ensure consistency and authenticity across all touchpoints.

4. Brand Messaging:

   • Crafting compelling and relevant messages that convey the brand's values, benefits, and unique selling propositions.

5. Consistency Across Channels:

   • Ensuring a cohesive brand experience across various channels, be it social media, advertising, or customer interactions.

 

So, while Brand Identity focuses on the visual elements that create recognition, Brand Strategy is the holistic plan that guides a brand's overall direction. A successful brand integrates both aspects seamlessly, creating a cohesive and memorable experience for consumers. Understanding and balancing Brand Identity and Brand Strategy is vital for building a resilient and impactful brand in today's competitive business landscape.

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Questions to ask yourself about your business, before you even think about what colour your logo might be:

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• Why do you exist?

• What is your mission in business?

• What is your big-picture vision?

• What are the values that guide your business?

• Who are your ideal clients?

• Who are your competitors?

• What is your unique value proposition? (I.e., what differentiates your business from competitors).

• How does your brand communicate? (I.e., brand messaging).