Building a Powerful Brand Identity

When we hear certain company or product names, a particular image is instantly brought to our minds.  For some names it might be the company logo, while other names conjure up images of a team of majestic horses, a white “thumbs up” symbol on a blue background, or a certain catchy jingle.  Not all companies have a brand identity that brings the company itself to the forefront of your mind, yet there are many immensely successful and popular companies that have such a strong brand identity that they are instantly associated with something tangible.

Building a powerful brand identity does not start with the tangible, however.  You don’t start with a logo and develop your identity around it.  In fact, your company’s logo is just one part of your identity, and it may be the smallest component or the largest.  Your brand identity is the very essence of your company – who you are, what you do, what you want, and what you stand for.  It incorporates your values, mission, ideals, purpose, and goals in one neatly wrapped identity that sums “you” up without any fuss or fluff.

The most important element of your brand identity is what you stand for.  What do you want people to think of when they hear your name?  You need to identify the characteristics or attributes that you want to be known for before you can create a brand identity that encapsulates those attributes.  This requires thought, strategy, and compromise.  Why compromise?  Because you might want to be known for things that may not market as well as other ideas, or because some characteristics might have the potential for less than ideal association with other concepts, thoughts, or things.  Your brand identity should be able to positively reflect what you stand for without any negative detritus dragging it down.

A powerful brand identity has a well-developed foundation and the ability to last as long as your company does.  It should also deliver an immediate awareness of your core values, and those who encounter it should be able to reflect on your company’s name, products, or services without apathy or ambiguity.  It may sound like a daunting task to build a powerful brand identity, but the most basic requirement for doing so is that you know how you want your company to be perceived in the eyes of the public and your future clients or customers.