Entrepreneurs plus business owners usually understand what type of products or services they’re going to offer plus who they’re likely to target.
However they often overlook the basis that will ensure strong growth for the future—identity.
Defining a clear company identity helps separate you through the competition and engage with your customers at every touchpoint.
Brand details are more than just a logo or mission statement—your identity will resonate with your audience and define your brand.
Whether you are launching a start-up or rebranding an existing business, this guide provides you with how to define your own brand from scratch.
The Easy Parts of Defining Your Company Identity
Lots of people think it is hard to define a brand identity from scratch simply because they don’t know where to begin. But this is actually simpler than it appears at first glance.
Whether you understand it or not, you already have an idea for the brand identity in your mind. Now it’s just a matter of consuming that idea plus turning it into a reality.
There are tons of great brand identity templates on the web that you can follow. These templates make it easier to put your ideas in writing and even convey your identity using pictures.
Canva any of my favorite equipment for this.
Canva is a web-based graphic design tool which allows anyone to create world-class visuals without any design experience. The platform provides thousands of templates designed for presentations, social media, advertising materials, office materials, and more. So you can very easily use it to determine your identity in house and externally throughout multiple channels.
There are even specific templates designed for brand name identity. The platform makes it simple to collaborate with others and share almost everything with ease.
Canva’s free plan includes 250, 000+ totally free templates, and the Pro plan starts just $9. 99 each month. You can try the Professional plan for free for 30 days.
Subsequent by example is another easy part of defining your company’s identity from scratch. There are hundreds of brands across every industry that have excellent success by determining their identity.
You can use these different success stories to inspire your own identification.
The Difficult Parts of Defining Your business Identity
While the concept of creating a firm identity is simple, the exact implementation has the fair share of challenges.
An organization identity is more than the logo or a objective statement. It defines who you are as an company, how you operate, and what type of impact you would like to make in the world.
Think of your brand as a living, breathing individual using its own personality. It goes beyond taglines, slogans, and names—it must be actionable.
One of the most difficult parts of defining your company identity is getting individuals to buy-in. Successful company identities start with people, from the highest-level professionals all the way to basic employees working the particular register or answering the phones. Everyone must have a clear understanding of the company’s identification definition and use its concepts on a daily basis.
From there, it eventually gets recognized by prospects and clients. This isn’t something that occurs overnight. It’s a continuous process and demands lots of effort.
It can be annoying if people not understand your vision. But it’s also really worth noting that corporation identities evolve over time. Determining whether or not it’s time to make changes can be difficult as well.
Some aspects of your own brand identity will be out of your hands. Such things as media attention or even a viral video can make a certain perception of your company’s identity that could or may not format with your initial description. When that happens, you are able to either resist or roll with the your punches.
The first step : Research Your Target Audience and Find Inspiration
Market research is a important step for things like business plans, application, marketing campaigns, and much more. But it’s also extremely important for defining your own company’s identity from the beginning.
If your identity doesn’t resonate with your target audience, it’s ineffective. Your identity must speak to them on the human level, so that they want to support your brand.
You need to ultimately establish a persona for your company that consumers will relate with.
The market research for brand identification will differ from the research you’re doing just for other purposes. Within this scenario, you’re not trying to see whether or not the market will accept your product or service. Instead, you have to determine what feelings, emotions, and triggers will draw prospects for your brand.
Find Your Unique Selling Point
What makes your organization different?
Think beyond the surface of products, solutions, or pricing. Try to find marketplace gaps in your industry that fulfill the wants or requirements of your target audience. Is there something you can offer that other companies can’t? This thing is your Unique Selling Point (USP).
For example , let us say you’re running a bakery. There could be a large number of other bakeries in the region selling the exact same items as you. But every one of them might not sell gluten-free cupcakes using in your area sourced products.
Appealing to nutritional restrictions and helping other locally possessed businesses in your region could be the USP that’s the foundation for your corporation identity.
Start with this, then slowly continue to construct from there.
Get Inspiration Through Successful Leaders
Narrowing down your specific selling point and how this appeals to your potential audience is just the beginning. You now need to take that concept and use it to determine your identity.
A sign on your own door saying “we sell gluten-free cookies using locally found materials” isn’t enough.
How can you actually put this into action? Turn to big names in different industries to see just how they’ve defined their identities. See which ideas work well for your vision, and try to replicate that success.
Look at a global giant such as Starbucks. Part of their brand identity can be personalization and developing relationships with their clients. One way they achieve this is by handwriting names on cups.
Even for a corporation with 30, 000+ locations worldwide, this intimate touch offers that local coffeehouse feel for customers.
This identity can be found all over the Starbucks internet site and other branding materials. Check out this little excerpt from the web site page about the company culture and beliefs:
The highlighted pathways all mirror exactly the same identity portrayed simply by writing names on cups.
Now let’s circle back to the bakery example. You could follow the lead of Starbucks and put stickers or labels on your product packaging with information about the local farms that the items were sourced from.
Probably your blueberry muffins might use berries from a different plantation than the carrots inside your carrot cake, but you chose those 2 different farms just for specific reasons.
This is only one example of how customer research and inspiration from others may help you start defining your company’s identity from scratch.
Step 2: Create Quality Copy plus Visuals
Following the first step, you need to have a clearer vision of the identity you want to create. Now it’s time to create different visuals that display your identity.
Instead of starting with a blank canvas, visit Canva and pick a brand identity design template.
I like making use of Canva for this step because the templates are incredibly versatile. They have brand name identity templates intended for presentations, social media, advertising materials, and more.
Start out with a presentation, as this can force you to move through different steps to formalize the company identity.
From there, you can take that will information and turn it into website content material, social media posts, brand new hire onboarding components, and other shareable content material.
One more why I like Canva so much is it’s just so easy to utilize. I don’t have any kind of graphic design encounter, but I can quickly navigate my way through the templates plus customize everything with my own content.
To show you how easy it is to establish your brand identification with Canva, I can walk you with an example using one of the templates.
Select a Template
Here is a basic overview of Canva’s interface when you are working with a design template:
The template provides 25 different web pages in a brand recommendations presentation. You can experience each slide on the left side of the screen and just include the ones you want to include for your brand identity.
A person won’t necessarily require all of them, but I encourage you to use as much as possible. This will pressure you to define different aspects of your company identity from different perspectives.
Define Exactly what Your Company Stands For
As you continue to undergo these template webpages, you’ll find different slides that assist define your brand identity. Here’s the slide that essentially asks you to explain what your brand name stands for in just the sentence or 2.
This next glide takes the identification phase one stage further, getting a lot more specific with your objective statement, brand, beliefs, and tagline.
These slides are 100% customizable. So you simply need to click on the text and fill it in with your own copy.
You can exchange out the visuals for custom images as well.
Select Brand Colours and Typography
A brand’s identification can easily be conveyed using colors and fonts. The colors plus typography of a skin icon shop or club will likely be different from a brand selling dolls in order to five-year-old girls.
This Canva design template walks you with the process by asking you to define your own company’s main color, primary color, and complementary colors.
As soon as your colors are already established, continue using the template to establish your typography.
Again, just click on the textual content to edit the information with your unique brand name identifiers.
Add a Face to Your Identity
Consumers don’t want to connect to a nameless, faceless company. By adding confronts to your identity, it will help establish a personal connection between you and your customers.
You can also include a exclusive bio for important players on your group.
Let’s stay with the bakery instance we’ve been using all through this guide. Maybe your face chef grew up on the local farm plus learned to prepare only using the materials harvested on-site. Or perhaps your entire team is usually from the local area, reinforcing the idea of community plus supporting small businesses.
Define Visual Requirements, Social Media Logos, and More
We are not going to go through almost all 25 slides at the template. But this would give you a good understanding of what you can achieve with Canva.
Other brand identity components that you can use the particular template include:
- Logo needs
- Logo design variations
- Social media branding needs
- Digital photography guidelines (cropping, lights, filters, etc . )
- Brand hierarchy structure
- Brand strategy
Canva really lets you personalize all of this stuff along with audio, visuals, graphs, backgrounds, and so much more.
Step 3: Connect and Share Your Company Identity
Once you have finished customizing your brand identity template, you can use that as your north star to use. To do this effectively, you need to get everyone on a single page.
You have to share the identification with your team and make the identity visible to the public. The particular materials you use right here will vary for each section.
Sharing Together with your Staff
Pertaining to employees, you can simply discuss the presentation that you’ve already constructed with Canva. Once you are done, just click the Discuss or Existing icons at the top of the display, depending on the channel you’re using.
This kind of presentation is great for onboarding new employees. It will help get everyone on a single page from 1, so they have a complete understanding of your company identification.
If your workers can’t buy in, then you’re going to have trouble placing your identity to action in the real-world. So ask for feedback and invite important players on your employees to collaborate with you as you’re working on this.
Sharing With Clients
Putting your own brand identity in the public eye is a bit more challenging. Customers are not going to watch the slideshow or display to find out who you are. Therefore you’ll need to get creative here.
Fortunately, you can still make use of Canva for this. Use your initial brand identity template as a guidebook as you’re producing other materials for your web site, social media platforms, storefront signage, etc .
Canva provides templates for everything from posters to flyers, business cards, and much more.
Another important aspect of defining your own company’s identity can be consistency. The message and actions should be the same across all of your pages and stations.
This helps drive the information home, and it when calculated resonates with your audience.
Here’s an excellent example of consistency applied to Vuori’s website.
Vuori is a clothing brand, which is obviously a highly competitive space. However homepage stands out by appealing to an market that’s interested in nature and travel.
Check out some other screenshots from the website that will emulate the same identification.
Every web page of the website is usually plastered with visuals and copy that will drive home Vuori’s identity. This actually helps resonate with current and prospective customers.
The identification is consistent across all channels, including social media, email, packaging, and in-person storefronts.
As previously mentioned, it’s continually a good idea to follow the lead of other productive brands. You can use this as inspiration for your own company’s identity.