Expert Tips for Building a Winning Brand Identity

Anna Raventós

What is brand identity?

As consumers, we have a particular preference for brands that represent our lifestyle, i.e., our values, tastes, needs, etc. A choice that we feel in large part because of brand identity. For this reason, you must communicate your brand attributes effectively to your consumer, especially in a sector as competitive as the food and beverage industry. A strong brand identity will allow you to be present in the consumer’s mind, thus achieving a better conversion into sales. Read on to learn how to build a winning brand identity!

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Brand identity is the visual presentation. All the branding elements promote the recognition of your brand and achieve its style, defining its corporate identity. We are talking about all those features, “key visuals” of the brand, which aim to transmit its values and personality.

Keep in mind that when we talk about brand identity, we are referring not only to the logo and its set of elements (typography, color palette, graphic language, style guide, etc.) but also to the values the brand wants to transmit. All these values aim to achieve brand recognition and establish a competitive advantage through brand positioning.

Coca-Cola is a clear example, as its brand identity is not only formed by the color red, its typography, the shape of the bottle, etc. but also includes values such as “happiness,” a differential value proposition that connects with the consumer.

Difference between brand identity and brand image

Brand identity is something tangible since it’s its visual presentation; however, brand image and positioning are more challenging to define since they are those unique attributes that the consumer perceives of it. These are elements that the consumer decodes and associates according to the brand’s message communication.

Each brand has its position in the market, which results from how the consumer perceives and compares the brand with others in the same category. It’s like a mental map that the consumer creates based on brand identity, information, attitudes, brand experiences, etc.

Why is brand identity important?

Brand identity is crucial to the success of your brand. You will be at the consumer’s top of mind if you have a strong visual identity and an effective emotional strategy.

Having a well-developed brand identity and image generates brand bonding, positively impacting consumer behavior. In addition, with good positioning, you will gain the trust of consumers since you will show them that you understand them and respond to their needs and desires.

Thus, good development of the brand identity allows you to:

  • Convey the desired brand personality
  • Good brand recognition
  • Differentiation from the competition
  • Gain trust and credibility
  • Consumer loyalty, which converts into sales.
  • Segmentation of the potential target: attract new consumers.

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Creating a brand identity: key aspects

To develop and strengthen your brand identity and image, you should focus on marketing actions that allow you to communicate your brand values considering the consumer’s needs and desires. In this way, you can create a relationship and linkage with the target audience.

Key aspects of building a winning brand identity:

  1. Market analysis: you need to know the market and its players in detail to differentiate yourself from the competition and make your brand unique. Performing a FADO analysis, exposing strengths, threats, weaknesses, and opportunities, will allow you to design successful strategies.
  2. Target audience identification: since not all consumers have the same needs and desires, it is essential to segment the target. Identifying specific demands according to segments will allow you to respond better to each of them.
  3. Brand image and positioning: communicate a differentiated value proposition, ensuring that the brand conveys the desired values to be relevant and preferred by the consumer. A coherent and dynamic image that will adapt to brand strategies.
  4. Communication. All your communication must be coherent and maintain the key visuals of the brand. This includes both offline and online communication, where you can use social networks to strengthen the connection with the consumer.
  5. Monitoring. Brand monitoring allows for greater control and optimization of the investment. Having information on key metrics allows you to adjust and implement the necessary changes to strengthen your brand identity and image.

All this information is easily accessible through market research, which gives you relevant insights to develop and strengthen your brand identity and image. Consumer insights with which to connect with your consumer, achieving a greater loyalty of your target audience and a more significant competitive advantage in the market.

With the Zinklar platform, you can easily and quickly design the studies you need to build a winning brand identity. Contact us to get started today!

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