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How to create your own identity?

Posted: Tue Feb 18, 2025 8:37 am
by monira444
All leading companies work on a unique style by which customers will recognize them. But creating interesting visual elements for brand identification is the final part of the work. To create it, you need:

Create a briefing if the development will be done by a third party, or a technical task for your own department. This document should reflect the company's principles, philosophy and values, so that all participants in the development process have a common understanding of these issues.
Study competitors - brands that offer similar products or services. You need to analyze what corporate colors they use, what slogans, etc. Competitors are selected both by geographic principle (if it is a local business) and by price.

Study your consumers. You need to determine what target audience or segments your business is working with. The more information you gather about your customers’ behavior, habits, and lifestyle, the easier it will be to establish communications and find an approach that will evoke an emotional response.

Analyze the trends that have developed in your market segment. For example, in the market of dietary supplements and eco-products, it is common to use minimalist packaging design, simple fonts, and georgia mobile database craft paper. Some manufacturers do not even print the logo on the packaging, but put a stamp, which limits the use of color. Bright disposable packaging and a catchy logo will attract the attention of buyers, but are unlikely to increase sales. Because such wastefulness does not speak in favor of a company producing eco-products.

At the final stage, you need to think through the positioning and lay the brand platform (define values ​​and principles). This will help to form a holistic idea of ​​the brand. Positioning will tell the client what your business is ready to give them, and values ​​will emphasize general life attitudes and create emotional attachment. After that, you can move on to visual and verbal elements.
Competitor analysis: how and why to do it?Read the article
Examples of successful identity

Western companies are usually cited as examples, but Russian businesses also have memorable logos and successful rebranding cases. For example, in 2018, Rostelecom changed its corporate style (and identity in general), replacing the logo and the approach to its use. Before that, the company's rounded logo was compared to an ear or a shrimp. This element was replaced with an angular ribbon, and instead of one color for the logo, they began to use a palette - each service has its own shade. The ribbon has become a symbol of digital technologies, the flow of information, because communication is no longer associated only with a telephone conversation.