Four Things Every Marketer Should Know About Building Brand Identity

Four Things Every Marketer Should Know About Building Brand Identity
SHARE
THIS



Brand identity gets thrown around a lot in the industry, but how do you know if you’re doing the right thing? Peter Harris (pictured below), CEO of franchise marketing platform Digital Stack, breaks it down for you, dear reader.

Peter Harris

Brand identity is not a new concept – it’s a fundamental part of any marketing strategy and has been for decades – but enforcing brand guidelines across new business models and evolving channels throws up new challenges.

Brand identity is the reason you haven’t changed phone brands in five years, why you won’t think twice about getting into a stranger’s car instead of a taxi, or how CRM sales software became sexy.

We all know its purpose and importance – what a good branding strategy can do for your bottom line – yet so many companies are getting it wrong.

Chris Murphy, creative director at branding agency Motherbird, puts it well: “A truly successful and powerful brand must do much more than look pretty – it must define your entire business, touching every aspect of it and all those who interact with it.

“It must be succinct, inspirational, memorable, measurable, and consistent.”

Here are four elements that are key to building an effective brand identity:

  1. Know your customer

Too often, brands don’t actually know who their target market is, beyond a few unfounded assumptions. The most important asset to a business is its customer. If you don’t know who they are, you can’t expect to build a strong brand identity that resonates with them. This is where market research is key. Speak to your customers, learn about who they are and what values they hold. Generate data sets about your customers, understand the trends and build them into your brand identity.

  1. Don’t over complicate it

Don’t waste your time on complicated, text-heavy brand guidelines and regulations. Instead, define the audience of your guidelines before you put pen to paper, keep the document focused and only include practical, relevant content.

Your brand guideline should be an easy-to-navigate resource that covers brand vision and mission, logos, colour palette and fonts, tone of voice for different purposes, approved templates, and basic procedures. It should be malleable and evolve with your company. Most importantly, it should empower the reader, whether it’s your marketing team, agency, staff or customer service team.

According to Murphy, marketers should “always consider who the guidelines are being created for, their technical capabilities, experience and their purpose. Effective guidelines should work in parallel with branded templates and should facilitate efficient, consistent and impactful application of your brand”.

  1. Be firm on the ‘non-negotiables’

While brand identity can be fluid and grow with the company, it’s important that it contains some ‘non-negotiables’. Consistency across messaging, tone and all external-facing content is key, particularly if multiple parties are responsible for brand management. Ensure you have a framework that can be easily replicated at scale. Something as simple as uniformity across fonts or logos can greatly impact the perception of the company. For example, Subway’s iconic yellow and green arrows are instantly recognisable despite thousands of global franchises.

Credibility and identity go hand in hand, so it’s important marketing teams act as custodians of the brand. Being too lenient will skew your image, but too many rules and regulations will throttle creativity.

All the non-negotiables – the logos, colour palettes, fonts and tone of voice – should be locked down, with some flex allowed for local content and offers.

Turn staff into brand evangelists by giving them the tools (such as templates, image libraries and buzzwords) to create approved content that aligns with the company image, but enough leeway to engage with customers genuinely.

  1. Give real-world examples

Where possible, don’t leave things open to interpretation. You can’t afford to have your brand misrepresented across different locations or franchises. Using staff as brand ambassadors is great for engagement, but keep in mind they aren’t marketing specialists and can use brand guideline gaps as excuses for going rogue.

The best brand identity guidelines give ‘show, not tell’ examples of brand-compliant executions, especially for channels like social media or customer service.

With the right research, frameworks and tools, branding can transform the way your company is perceived by customers and, most importantly, drive business growth.

Please login with linkedin to comment

Latest News

Tropfest Film Challenge Winner Launches Agency-Focused Production Company
  • Media

Tropfest Film Challenge Winner Launches Agency-Focused Production Company

An award-winning filmmaker has launched a production company which partners exclusively with advertising agencies looking to produce commercials and online content for brands. Ben Kumanovski (pictured above) recently won the Holden 7 Second Film Competition at Tropfest for his film In-Laws, about a defiant wife serving up fairy bread for lunch to the in-laws. The […]

AI: Not Just A Marketing Buzzword
  • Marketing
  • Opinion
  • Technology

AI: Not Just A Marketing Buzzword

In this opinion piece, Mick O’Brien (pictured below), Datorama’s managing director for the Asia-Pacific region, explains why AI will empower, rather than replace, marketers. With the media currently bombarding CMOs and CEOs with messages of how AI will impact the workplace, the c-suite are facing the critical question of how much their employees’ work will […]

Opinion

by B&T Magazine

B&T Magazine
Image lead story UnLtd’s ‘Big Clash’ Raises Over $120K, With Media Owners & Media Agencies Crowned Champions
  • Advertising
  • Media
  • Technology

UnLtd’s ‘Big Clash’ Raises Over $120K, With Media Owners & Media Agencies Crowned Champions

With over 50 companies taking part, the fourth annual Big Clash cricket tournament has been the biggest yet, raising $124,000. The event once again brought the industry together for a great afternoon of cricket, drinks, music, and charity activations. This year, the event was expanded to have Media Owners, Media Agencies, Techies and Creatives all […]

SCA’s Profit Drops 21% Due To “Years Of Heavy Lifting”
  • Media

SCA’s Profit Drops 21% Due To “Years Of Heavy Lifting”

Southern Cross Austereo (SCA) has experienced a negative first half of the 2018 financial year, posting a dramatic drop in overall profit and a slight drop in revenue. The group’s net profit after tax fell 21.2 per cent to $48.5 million in the six months to 31 December 2017 (compared to the previous corresponding period), […]

by B&T Magazine

B&T Magazine
Lord Of The Fries Pays Homage To Kanye West & Kendrick Lamar In Clever Ads Via Milkman
  • Advertising
  • Campaigns

Lord Of The Fries Pays Homage To Kanye West & Kendrick Lamar In Clever Ads Via Milkman

Creative digital agency Milkman has helped Lord of the Fries (LOTF) pay homage to two of the fast food outlet’s favourite artists through a series of clever art poster adverts. Milkman re-created the latest album covers of Kanye West and Kendrick Lamar with a LOTR vibe to highlight the brand’s hip-hop roots and its favourite albums […]

Keep Left Wins PR Account For Greening Australia
  • Marketing

Keep Left Wins PR Account For Greening Australia

PR and content marketing agency Keep Left has been selected by proactive conservation organisation Greening Australia to raise public awareness of its flagship programs and national footprint. The relationship began in 2017 when Greening Australia engaged Keep Left in support of Reef Aid, a project launched with corporate partner Virgin Australia to improve water quality […]

Toyota Partners With Women’s Health To Support Next Generation Of Female Sporting Talent
  • Marketing
  • Media

Toyota Partners With Women’s Health To Support Next Generation Of Female Sporting Talent

Women’s Health has unveiled its latest Women in Sport (WinS) mentoring initiative, ‘Life After Sport’, together with principal partner Toyota. The initiative saw high-profile sporting identities and industry leaders, from business to media, share career wisdom and experiences with some of Australia’s elite female athletes, imparting advice on how to maximise their potential and set […]

Heineken Creates Facebook Chatbot To Show Off The Formula 1 Lifestyle
  • Campaigns
  • Marketing
  • Technology

Heineken Creates Facebook Chatbot To Show Off The Formula 1 Lifestyle

Beer brand Heineken has launched its very own chatbot on Facebook Messenger that invites consumers into the world of Formula 1. The chatbot provides quick-witted consumers with the chance to prove their chat is worthy of winning a VIP Heineken Saturday experience at the Formula 1 2018 Rolex Australian Grand Prix. Running across three stages, […]

New Online Directory To Help Companies Mitigate Data Breaches
  • Advertising
  • Marketing
  • Media

New Online Directory To Help Companies Mitigate Data Breaches

The Association of Market and Social Research Organisations (AMSRO) has launched an online directory for its Trust Mark in the wake of a significant amendment to the Privacy Act regarding data breaches. The directory helps to guide companies seeking market and social research to choose a research company that protects its reputation and minimises risk, and only […]

Now Screen Repositions Organic Care Brand With New Campaign
  • Advertising
  • Campaigns

Now Screen Repositions Organic Care Brand With New Campaign

Aussie agency Now Screen has teamed up with Organic Care to reposition the brand in what has become one of the most competitive FMCG spaces. The new campaign, ‘Caring Comes Naturally’, celebrates what Organic Care has created since its inception: products that are as good for your body as they are for the environment. In […]

Can You Speak Data?
  • Marketing
  • Opinion

Can You Speak Data?

We're certainly fluent in gibberish, balderdash and claptrap here at B&T, but sadly data isn't part of the lexicon.

Opinion

by B&T Magazine

B&T Magazine
Social Change Maker Profile: Emma Heath
  • Advertising
  • Marketing
  • Media

Social Change Maker Profile: Emma Heath

B&T has partnered with UnLtd to showcase industry heroes! Well, it's arguably more heroine in the case of Emma Heath.

by B&T Magazine

B&T Magazine
Ad Fraud: A Problem We Can Solve
  • Advertising
  • Opinion
  • Technology

Ad Fraud: A Problem We Can Solve

Unlike B&T's mystery office farter, this columnist argues ad fraud is a problem that can possibly be solved.

Opinion

by B&T Magazine

B&T Magazine
Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years
  • Marketing
  • Opinion

Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years

In this opinion piece, Gavin McDonough (pictured above, co-founder and managing partner of Urban, shares through his own experience some valuable advice for independent specialist agencies. In November 2017, my brother Ryan and I celebrated 15 years in business. We started business out of my front room in Melbourne in 2002 – not with any grand […]

Opinion

by B&T Magazine

B&T Magazine
W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges
  • Advertising

W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges

Susan Hoffman, co-chief creative officer at Wieden+Kennedy (W+K), has been appointed chair of judges for the 39th AWARD Awards. Known to challenge the status quo, Hoffman is behind some of W+K’s most memorable and game-changing ads, including Nike’s ‘Revolution’, Old Spice’s ‘The Man Your Man Could Smell Like’ and Chrysler’s Super Bowl spots starring Eminem and Clint […]

Experiential Agency Kreate Gets Bought Out By Staffers
  • Marketing

Experiential Agency Kreate Gets Bought Out By Staffers

Leading experiential marketing agency, Kreate Australia is embarking on an exciting growth strategy following its purchase by three of the agency’s existing management team from its UK founder, Steve Evans.

Hurry! B&T 30 Under 30 Entries Closing Friday!
  • Advertising
  • Marketing
  • Media

Hurry! B&T 30 Under 30 Entries Closing Friday!

This is a clarion call for B&T 30 Under 30 entries, although it's probably more mariachi band than angelic harbinger.

by B&T Magazine

B&T Magazine
The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast
  • Media

The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast

Southern Cross Austereo’s Hit Network has announced that rising radio star and comedian Tanya Hennessy will take over hosting duties for its weekend breakfast slot in 2018. Hennessy will bring content to the airwaves each Saturday and Sunday morning from 7am to 9am with a regular rotation of guest co-hosts. The self-described talker, not walker […]

Straight Up PR Wins Five New Clients
  • Marketing

Straight Up PR Wins Five New Clients

Health, wellbeing and lifestyle PR agency Straight Up PR has welcomed Changing Habits, Unichi Wellness, enerGi, SleepX, and Healthie Hampers to its client portfolio. Straight Up PR’s projects will include bespoke PR services and influencer marketing packages specifically focusing on communications strategy and execution, media and influencer relations, PR launch events, product seeding and gifting, […]

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia
  • Advertising
  • Campaigns
  • Marketing

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia

Independent creative agency March One has developed a new fundraising event for White Ribbon Australia that turns a social moment into a social movement. Starting on Thursday 22 March and going until Sunday 25 March, Cheese for Change will ask Aussies to create a cheese platter that matters by gathering friends, family or co-workers together […]

Sixth Annual IGN Select Awards Winners Announced
  • Marketing

Sixth Annual IGN Select Awards Winners Announced

The winners of IGN Australia’s sixth annual Select Awards were revealed during a huge special event at the Australian National Maritime Museum in Sydney on Friday, February 16. Some 225 Media & Game Publishers alongside 320 IGN Community Gamers attended the annual event. 2017 was absolutely crammed with terrific games and several categories were extremely tightly-contested. The top […]

Meet Your Mentors For B&T Bootcamp 2018!
  • Advertising
  • Marketing
  • Media

Meet Your Mentors For B&T Bootcamp 2018!

When it comes to an industry "who's who", you'll find there won't be too much who-ing with this impressionable lot.

by B&T Magazine

B&T Magazine
ANZ Unveils Its 2018 GAYTMs
  • Marketing

ANZ Unveils Its 2018 GAYTMs

Mardi Gras is only weeks away and B&T has already hoisted the mirror ball and donned the hotpants to bring you this.