Introduction

Creating a cohesive brand identity is key to ensuring long term success, and for attracting customers who are aligned with your brand values. A strong and cohesive brand is one that is easy to recognise, and that portrays your values clearly and consistently to your target market. Here’s a step-by-step guide to building a cohesive brand identity:

Key Steps to Creating a Cohesive Brand Identity

Brand Mission & Values

  • Key Points:

    • Start by clearly defining your brand's mission, and purpose.

    • Identify your brand’s core values, and what you stand for.

    • Ensure that your brand values are genuine, and accurately reflect the philosophy behind your business.

Target Audience

  • Key Points:
    * Understand your target market, and their values, preferences and purchasing habits.

    • Use data to gain insights about your target demographics.

    • Ensure your products and branding are aligned with your audience’s needs and desires.

Brand Personality

  • Key Points:

    • Develop a unique and recognizable personality for your brand.

    • Consider various options, and see which one best fits with the products that you offer.

    • Use adjectives that accurately represent what your brand feels like.

Brand Voice

  • Key Points:

    • Create a clear and consistent tone of voice that is used across all of your marketing materials, and any customer facing communications.

    • Use language that is easily relatable to your target audience.

    • Ensure your voice is consistent with your brand personality.

Visual Elements

  • Key Points:

    • Choose a consistent palette of colors, fonts, logos and imagery.

    • Use these elements throughout your branding, so your site is easily recognisable.
      * Make sure all of your visual elements are cohesive and that they all work in tandem with each other.

Brand Story

  • Key Points:

    • Craft a brand story that connects with your target audience on an emotional level.

      • Explain why you started your business, what your goals are, and what motivates you.

      • Use clear and easy to understand language.

Consistent Messaging

  • Key Points:

    • Use consistent messages and keywords across all of your different marketing platforms.

    • By using consistent messaging, you will ensure that your audience is seeing the same message across all channels.

    • This will help build brand awareness, and also improve trust.

User Experience

  • Key Points:

    • Ensure that your website, and all other online platforms, are designed to keep your branding in mind, and that they accurately represent your overall aesthetic.

    • Try to make all of your different platforms feel like they are part of the same overall brand.

    • Use consistent colours, typographies and brand elements.

Brand Guidelines

  • Key Points:
    * Document all of your branding elements and guidelines into a clear and concise style guide.
    * Make sure that your brand guidelines are easy to understand, and easy to implement.
    * This will ensure that your entire team are able to use your branding correctly, and consistently.

Brand Evolution

  • Key Points:

    • Be willing to review, and adjust your brand, as and when needed, and try not to be too rigid in your approach.

    • As your business grows and changes, ensure your brand is able to grow and change alongside it.

    • By consistently evaluating your approach, you will always be working to ensure that your brand stays relevant and engaging.

Conclusion

By taking all of the above information into consideration, you will be better equipped to build a brand that is strong, easily recognisable, and that can more effectively communicate your values with your target market.