Define Your Brand Identity in 3 Steps

Developing your brand identity is far more than just a logo.

learn more about Kumar Arora

By Kumar Arora

UpperCut Images | Getty Images

Opinions expressed by Entrepreneur contributors are their own.

A brand identity consists of the business values, and how the brand communicates those values through its products and services. It's what the brand says, how it is visually represented with images and design, and what the brand intends customers to feel when they interact with its products. Essentially, a brand identity is the physicality and personality of your business.

A brand identity is important for a few reasons. It's a template for your promotional assets, which means everything your customers are going to see from the logo on your business's social profile to the product description copy on your e-commerce website. A well-defined brand identity, which aligns with the company's values, helps build trust.

A strong brand identity is especially important for online businesses that lack the physical elements that represent your brand. Good branding, like good wine, is going to take some work and time. Let's take a look at how you can start to build your brand identity in three simple steps.

Related: 4 Key Strategies Small Retailers Need for a Healthy Business

Branding starts with people

Branding starts with customers. Customers find out about the brand much like the way they get to know someone. It's the first impression and the first few exchanges that get them intrigued about the brand. Once they're excited to know more about your brand, they're in the game--they're ready to become customers and feel the sense of belonging that comes with identifying with a brand.

Branding starts with your employees. They're the first brand ambassadors of your company. Internal branding, from designing the team structure to training the people who make up the teams, is also a part of building a brand identity. Internal branding brings the company's core culture onto the employees at all levels so that they can be the true representatives of the brand to the customers.

Related: What Vans Can Teach Us About Influencer Marketing

Branding maintains its intrinsic values

A brand identity aligns with the company's values, and it must maintain the core values, however redefined, as the brand grows. The logo and catchphrase of a brand may evolve over time, but they evolve with consistency in mind-- consistency to brand identity. And the company values give depth and direction to the brand identity.

A brand identity should not be in the customer's face, but it shouldn't be inconspicuous either. The brand identity should be communicated through the brand's logos, typography, colors, packaging and messaging. For instance, an organic baby food company could try to stimulate the five senses in their brand identity. Parents and the babies could salivate over the lickable product images of cross sections of fruits on a jar of organic fruits. Their logo and typography could communicate cleanliness and perhaps a dose of cuteness and warmth. Its product copy could read singsongly. The ideas are endless.

Let your customers experience your brand identity from the start to the end of a customer journey. Consistent brand identity and design tone and manner increases brand consistency, which is a stepping stone for brands to build awareness and develop trust and loyalty with customers.

Related: Connecting the World with Your Vision: 5 Expert Tips to Brand Your New Business

Kumar Arora

CEO of Arora Ventures & Trust Foods

Kumar Arora is a serial entrepreneur, investor and shark on CNBC’s hit show “Cleveland Hustles,” produced by Lebron James. Currently, he serves as CEO of Arora Ventures along with Trust Foods, an emerging startup CPG brand. He also serves as a consultant and advisor in a variety of industries.

Related Topics

Editor's Pick

This 61-Year-Old Grandma Who Made $35,000 in the Medical Field Now Earns 7 Figures in Retirement
A 'Quiet Promotion' Will Cost You a Lot — Use This Expert's 4-Step Strategy to Avoid It
3 Red Flags on Your LinkedIn Profile That Scare Clients Away
'Everyone Is Freaking Out.' What's Going On With Silicon Valley Bank? Federal Government Takes Control.
Leadership

How to Detect a Liar in Seconds Using Nonverbal Communication

There are many ways to understand if someone is not honest with you. The following signs do not even require words and are all nonverbal queues.

Science & Technology

How ChatGPT and Generative AI Can Transform the Way You Run Your Business

Let's take a high-level overview of how generative AI might transform your fledgling business. The benefits of this technology innovation remain crucial for any entrepreneur to grasp.

Living

Streaming Free: The Habits of Happy People

Now streaming on EntrepreneurTV, 'Habits and Hustle,' which shares the stories, habits, and rituals of people on their journey to living fulfilled lives.

Business News

Carnival Cruise Wants Passengers to Have Fun in the Sun — But Do This, and You'll Get Burned With a New $500 Fee

The cruise line's updated contract follows a spate of unruly guest behavior across the tourism industry.

Leadership

Bringing the Neighborhood Back to Business: Lessons From Mr. Rogers

What potential could a business unlock if the message it gave to every employee was, "You don't ever have to do anything sensational to belong here?"

Business News

Amtrak Introduces 'Night Owl' Prices With Some Routes As Low As $5

The new discounts apply to some rides between Washington D.C. and New York City.