How to make Brand Identity work

The engagement of an audience with a brand’s look and feel begins by developing brand identities and concepts that are grounded in a solid brand strategy. This involves gaining a deep understanding of the target audience, keeping up with key market trends, and staying updated with the latest in design and technology.

In my process of crafting a successful brand identity, these factors are crucial. They help determine the most effective way to position a brand within its market. From this strategic base, I translate the brand’s position into a powerful brand identity.

As Otl Aicher eloquently put it, “Good art inspires; Good design motivates.” This belief is at the heart of my approach. A strong brand identity extends beyond just the logo; it includes brand symbols, color schemes, typography, and other identifiable elements that collectively influence how the brand communicates visually with its audience.

Market research reveals that over 85% of consumer buying decisions are influenced by a brand’s visual appeal. The choice of typography—be it creative, modern, personal handwritten, or robust corporate styles—also contributes to defining a brand’s character. In today’s crowded market, where Amsterdam has 600 clothing brands and Singapore boasts 800 restaurants, a brand’s style is critical for differentiation. It’s about selecting an identity that resonates, understands, and engages the ideal and a clearly defined customer.

First impressions, whether they are conscious or subconscious, are incredibly important. Brand identity plays a major role in this respect. It should be distinctive, immediately recognizable, and speak directly to the intended audience. While the significance of a strong brand identity is well-understood by large corporations and experienced business owners, it is equally important for smaller companies. Investing in a well-conceived brand identity can lead to enormous benefits, setting a brand apart in a marketplace filled with choices.