How strong brands keep their promise.

Rick Callahan

A strong brand identity is the foundation of any successful business. As we like to say at Krative, “a strong brand is a promise kept.” It’s a representation of your business’s personality, values, and mission. A strong brand identity helps you differentiate yourself from the competition, establish credibility and trust with your customers, and build a loyal following.

To create a brand that truly reflects your business, start by defining your brand’s core values and personality.

EXAMPLE: If your business is an eco-friendly fashion brand, your core values might include sustainability and ethical manufacturing practices. Your brand’s personality might embody traits like creativity and individuality.

Brand Strategy First

Once you’ve defined your brand’s personality and values, develop a brand strategy that communicates these elements in a compelling way. Create a comprehensive brand strategy that covers all aspects of your business, from your visual identity to your messaging and tone of voice.

EXAMPLE: For your eco-friendly fashion brand, your brand strategy might include messaging that emphasizes the importance of sustainable fashion and the positive impact your business has on the environment.

Your Brand’s Visual Identity is a lot More than Your Logo

When developing your visual identity, consider elements like color, typography, and imagery that reflect your brand’s personality and values.

EXAMPLE: Your visual identity might include earthy colors and natural textures that reflect your brand’s commitment to sustainability. Imagery of natural landscapes or elements like leaves and flowers might also be incorporated. Your typography might be modern and clean to reflect your brand’s commitment to contemporary design.

Define and/or Refine your Tone of Voice & Messaging

Develop messaging and a tone of voice that’s consistent with your brand’s personality and values, and speaks directly to your target audience.

EXAMPLE: For your eco-friendly fashion brand, your messaging might include taglines like “Fashion with a Conscience” or “Sustainable Style for the Modern Woman.” Your tone of voice might be conversational and approachable, reflecting your brand’s commitment to building a relationship with your customers.

Brand Consistency is Key

To ensure your brand identity is consistent across all channels, create a style guide that outlines your brand’s visual and verbal identity. This should include guidelines for using your brand’s primary color palette and typography across all marketing materials. It might also include guidelines for your tone of voice and messaging style, as well as examples of imagery and design elements that should be used consistently across all channels.

Brands Grow and Evolve

As your brand becomes established and continues growing its reputation, it is important to remain flexible and adaptable. Your brand identity should evolve with your business, reflecting any shifts in your goals, values, and target audiences. Continually monitor and evaluate your brand’s effectiveness, and make changes as needed to ensure your brand remains relevant and resonant with your customers. Remember, “a strong brand is a promise kept.”

You’re Not Alone in your Branding Journey!

As a branding, design, and marketing agency, we share these tips so that you can create a brand that truly reflects your business’s unique personality and values – to not only help your brand stand out in a crowded marketplace but to establish credibility and trust with your ideal customers, and build a loyal following. A following that is based on trusting your brand to keep its promise.Want help with developing your brand’s strategy, identity, or marketing plan? Reach out to us and let us know!