How to define your brand identity

With the small business market rapidly digitising, branding and business brand identity are more important than ever. Without the direct human interaction received through face-to-face marketing and sales, the brand identity is what connects consumers to your business, creating the initial platform for brand and product affinity.

With 61 per cent of SMEs* now managing an online presence, a strong brand identity will set your business apart from your competitors. Equally, a weak or absent brand identity is likely to impede on business success, driving customers toward those businesses who have a brand they can relate to.

While defining your business’ brand may seem daunting, breaking down the process can make it all that more manageable and achievable.

Define your message

Amazon founder and CEO Jeff Bezos once said, “Your brand is what people say about you when you’re not in the room” – when beginning the branding process, it is important to understand what you want people to say, think and feel about your business.

It is vital to first define your target audience. Each customer will respond differently to a brand, so understanding who you are selling to will simplify the message development.

Once your audience has been defined, begin to build your brand around what they will respond best to. Immersing yourself in your audience is a great way to gauge their considerations towards branding, understand what identities they respond best to and importantly, define the message your customer doesn’t want to hear.

Create a strong logo

Once you have defined your business’s branding message, the next step is to develop the logo. A logo is the visual cornerstone of your company’s brand and as such, should act as the asset to front your business’s message.

Colour, font, size and shape are all vital elements to consider throughout this process, as this will set the visual foundation for all other branding assets associated with your business (including website design, in-store collateral and event product packaging). This process can be difficult for those without design knowledge so, just as you would hire a mechanic to fix your car, it can often be useful to engage a professional to create your logo.
Platforms such as Crazy Domain’s logo service play a large role within the branding market as they offer a low cost professional services, with guaranteed fast turn-around and fully-digital servicing, including all reviewing, feedback and approvals, for effortless assurance.

Ensure brand consistency

As with your logo, your brand guidelines must be adhered to at every level of your business. All assets rolled out in association with your business, whether a sale poster, branded car decal or even an email, from the font to the colours used, must be consistent with branding guidelines.

Defining your brand guidelines early on is the best way to ensure it flows consistently through every level of your business. Be sure to educate all employees so they are aware of all branding guidelines.

The best brands are built from a strong idea and a robust brand identity can set up a solid foundation of trust and assurance between your business and your customers. Ensuring your brand is synonymous with its services will be what sets it above the competitors and ensure customer retention.


Gavin Gibson, Chief Operations Officer, Crazy Domains

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