How To Create A Strategic Brand Identity Design (From Strategy)

We’ve all heard the old adage: a brand is not a logo (or a strategic brand identity).

And we all understand that a brand is far more than just the visuals, but that doesn’t mean they are irrelevant.

In fact, when coupled with strategy, the visuals become more important, as they become part of a cohesive system that shapes the image of the brand in the mind of the audience.

In this article, you’ll learn how to create a strategic brand identity design.

We’ve all heard the old adage: a brand is not a logo (or a strategic brand identity).

And we all understand that a brand is far more than just the visuals, but that doesn’t mean they are irrelevant.

In fact, when coupled with strategy, the visuals become more important, as they become part of a cohesive system that shapes the image of the brand in the mind of the audience.

In this article, you’ll learn how to create a strategic brand identity design.

Create A Brand Identity Design
[Brand Strategy Process]

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Brand Identity Design Evokes Feelings

What we do as brand builders when creating a brand and trying to connect that brand with the audience, is try to create an image in the mind of the audience so that they feel something for the brand.

And if we can identify the feeling that they want to have, then we can design an identity that can help to evoke that feeling. 

In this article, you’ll learn how to create a strategic brand identity design

Step #1 Become The Audience

Within the brand strategy development, one of the major tasks is to develop an audience avatar, because everything within the brand strategy is developed from that avatar.

When it comes to the brand identity design, it is the exact same. You need to step inside the shoes of the audience so that you understand them. 

You need to understand what journey they’re on, where they’re going through, the challenges they have long in front of them, and, of course, the feelings attached to those challenges. 

When you’re able to step inside the shoes of your audience, you can get a sense of empathy for what they’re feeling, and that helps you in the design of the strategic brand identity.

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Step #2 Uncover The Brand Persona

Once you’ve identified who the audience is, and you start to understand them in terms of: 

Their personality 

What they’re attracted to 

What they want from a brand, 

then, you can start to develop the personality of your brand.

Here are some questions to consider:

How So, how is your brand going to turn up to the market? 

What kind of personality is it going to have? 

How is it going to look, sound, feel?

The answer to these questions should provide a set of characteristics the audience can feel connected to.

That’s how we connect with other people and with other things: through the characteristics that we see (and whether or not we’re attracted to them!). So really identify the human brand persona.

That your brand is going to show up to the market too. And what characteristics are behind that persona?