Brand identity is the way a company presents itself to the world. It refers to messages, logos, and website landing pages, logos, product packaging, and all the elements that can be used to convey the essence of your business to customers, such as the appearance of colors, fonts, shapes, and language.

5 Steps to Build a Unique Brand Identity

1) Survey audience

Think deeply about the types of customers if you want to build a unique brand identity. If you don't know your marketing target, then trying to grow your business may fail.
Research with Alexa tools can provide powerful insights for your current or potential audience. Alexa's Audience Overlap Tool helps target customers understand where they get information and inspiration and buy products and services.
In addition, Alexa's Competitor Keyword Matrix tool can help you understand the top keywords that send search traffic to competitors' websites. As you will learn in the next step, most of the work defining your brand comes from understanding what your competitors are doing to your brand.

2) Audit existing brands

To build a unique brand identity, you first need to understand what your logo looks like today. You can use logo design services. You may be astonished to know that you already have a consistent brand experience between your website and product packaging. Or you might find that you need to update your marketing to comply with the new guidelines.

To review existing brands, check online brands (such as websites and social media) and offline brands, including packaging, event materials, and physical promotional materials. Take a closer look at these brand factors.

• Your logo
• Your slogan or slogan
• Your tone, voice, choice of words, and sentence structure
• Color and font selection
• Choose an image, illustration, or photo

It may be useful to make a spreadsheet to record audit results and effectively track which channels have used specific colors, logos, or wording and which need to be updated. It also records inconsistencies between marketing channels to make the necessary updates in the final step of the brand recognition process.

3) Analyze the brand positioning of competitors

Knowing how your competitors position your brand can help you build a unique brand identity. You should not imitate the brand strategy of your competitors, but analyzing what your competitors are doing and what they are not doing will highlight market gaps and provide you with new opportunities to reach your audience.

To analyze the brand strategy of competitors, please take a closer look:

• The marketing channels they use, such as websites, social media, events, etc.
• The tone and voice of their communication-for example, do they speak confidently or passively?
• The type of photo or image you use and its style-for example, color or neutral?
• Their logo, slogan, or slogan

4) Define the unique selling proposition (USP) of the brand

How is your company different from all of your competitors? What do they have? It is your unique sales offer or USP, and you should strive to build a unique brand identity.

When developing USP, consider your resources, personality, and customers. Ask the following questions:

• What is your motivation? (Money, status, social career, family, health, and other factors)
• Or what is bothering you?
• Why customers choose (or need to choose) our products or services instead of competitors.

5) Create brand information

USP is expressed in words and visually. In other words, the language you communicate, the pictures and graphics you use, the colors you choose, and so on. After determining this aspect of your brand identity, you need to create brand messages and elements online to build a unique brand identity.

Author's Bio: 

Zak Brooks for the designing department in a UK logo design firm. He is well known for his management and writing skills. He often writes articles for firms' magazines to educate junior employees.