How to Create Brand Identity

There are certain products, logos, colors, catchphrases, jingles, mascots, and spokespeople we all associate with specific brands. Major brands like Target, Apple, Pixar, and others have curated a distinct look to their content that immediately triggers a familiar feeling within us. And this type of brand communication is one of the main ways that branding works. When you take the time to truly create a brand identity for your small business in Chicago, you’ll become easily recognizable, too! And even if you never reach worldwide fame like these corporate examples, it pays to be recognized in your country, state, or even just in your town.  

Building a memorable brand identity takes time and consistency in messaging. When you continually show up with the same symbols, color palette, fonts, and tone, you’ll develop trust with your customers and potential customers. Here are a few tips to help you create your brand identity: 

1. Be memorable. 

What is something that makes your company stand out among your competition in Chicago? Use brand messaging and brand communication that are effective to convey your unique selling points. Consider using a catchy phrase or slogan that will stick in people’s minds. Or make your logo simple, clean, and easily recognizable. 

2. Communicate your ethos. 

Creating a brand identity for your Chicago company is more than just visual design—it also includes your company's ethics and mission. Communicating this effectively often comes down to the quality of your content and brand messaging. How do you create trust with consumers? How do you communicate your values, your credibility, and how your products or services can fill a need and benefit people, making their lives better? Make sure you are clearly communicating these important elements in your content, and they will become part of the brand identity you’re creating for your Chicago business. 

3. Make your visuals consistent. 

While it’s nice after a long period of time, when you’ve built a strong customer base, to freshen things up a bit with some new packaging, it’s important to resist the urge to update your branding often—this may end up confusing your customers and damaging the brand recognition you’ve worked so hard to establish. In all of your marketing content, make sure your visuals are consistent. This includes your logo, color palettes, fonts, catchphrases, and packaging. 

There’s much more that goes into creating brand identity, but these three main ideas will get you started. When you’re ready to dive deep and grow your company, Chicago’s top brand identity development experts at ixperimint offer top-tier branding and digital marketing services.