Every business, big or small, needs to have a strong and consistent brand identity. Your brand identity is what sets you apart from your competitors and helps you build customer loyalty. It’s how your customers perceive your business, and it’s what they’ll remember long after they’ve made a purchase.

What is Brand Identity?

Your brand identity is the sum of all the little details that make up your brand—from your logo and color scheme to your tone of voice and tagline. All of these elements need to work together to create a consistent look and feel for your business.

Why is Brand Identity Important?

There are a few reasons why having a strong brand identity is so important for businesses:

• It builds customer loyalty: If customers can easily identify your business and what it stands for, they’re more likely to become loyal, lifelong customers.
• It differentiates you from your competitors: In today’s competitive marketplaces, it’s more important than ever to set yourself apart from your rivals. A strong brand identity can help you do just that.
• It makes you more memorable: If customers can easily remember your brand, they’re more likely to think of you next time they need a product or service that you offer.
• It helps you attract new customers: A well-designed brand identity can help attract new customers and expand your reach.
• It increases the perceived value of your products/services: A strong brand identity conveys confidence and professionalism, which can in turn increase the perceived value of your products or services.
• It communicates who you are and what you stand for: Perhaps most importantly, having a clear brand identity communicates who you are as a business and what you stand for—something that is increasingly important to consumers in today’s day and age.

How to Develop a Brand Identity

If you’re looking to create or strengthen your brand identity, here are a few key steps to take:

1. Define your target audience: Knowing who you’re trying to reach is essential for determining what kind of message you need to be sending with your brand identity.
2. Do some competitor research: See what other businesses in your industry are doing—and then make sure you’re doing uniquely something different.
3. Create (or update) your logo: Your logo is one of the first things people will notice about your brand—so make sure it’s attention-grabbing and on point.
4. Develop a color scheme: Colors play a huge role in branding—they can evoke certain emotions and convey certain messages. So, choose wisely!

Most importantly, don’t overlook the importance of clearing for use the brand materials and legally protecting everything that you are working so hard to create. Once you design the perfect logo, tagline, and other elements of your branding, talk to us about filing for trademark protection here in the United States and anywhere else that you may be doing business across the globe.

When it comes to establishing a brand identity, there’s no “perfect” formula for success—it’s all about trial and error until you find something that works best for you and resonates with your target audience.  But once you develop the right pieces, make sure to safeguard them so that they stand the test of time and can’t be hijacked by others looking to infringe on your efforts.

If you have questions or need help protecting your business or brand, please do not hesitate to reach out to our trademark attorneys for assistance.  Simply call us at (888) 666-0062 or click here to schedule an Initial Discovery Session.

DISCLAIMER: The information contained in this article is for informational purposes only and is not legal advice or a substitute for obtaining legal advice from an attorney.