Nowadays, a brand must have a branding identity that makes them stand out compared to competitors. Moreover, for brands in the culinary business. The reason is, there are so many similar culinary products on the market, that buyers are confused about making choices when buying. Take a small example of snacks like potato chips. If you visit a supermarket, there must be lots of choices of potato chips for sale, right? So, when you are faced with many choices, but already have a brand preference, branding identity is the secret!
Branding identity is all elements or parts of a company that function to shape people's perceptions of a brand. Everything included in branding identity is related to a product, service or company. Some of the elements in question are name, logo, tagline, typeface, color, form of communication, taste, and many others. In order for a perception of a brand to be formed, branding identity must be displayed consistently. Of course, so that consumers or audiences can recognize your brand. Maintaining this consistency can be easy or difficult, depending on how much experience or knowledge you have regarding branding identity.
Returning to discussing the culinary business, branding identity is the secret key to the success of many culinary brands in Indonesia, even in the world. As previously discussed, branding identity is all the elements related to the brand. One of the elements is the tagline. When you see the tagline "I'm lovin' it" what comes to your mind? Of course it's McDonalds, right? Now this is a real example of the power of branding identity. Even though the tagline does not mention the product being sold or the brand name, the audience already knows what brand is meant. To create a strong brand identity, careful planning is needed. In this article, we will try to explore the secrets of how big businesses like McDonalds can create a successful branding identity!
The key to Branding Identity is Creativity
The aim of creating a branding identity is to form a strong brand image in the eyes of consumers. To achieve this goal, creativity is needed in all marketing activities carried out by the brand. How do you create a creative branding identity? Below we summarize three points that are important for you to know when creating a branding identity!
Different
When creating a branding identity concept, make sure you have researched as far as possible, so that the brand identity you design may not be the same as a competitor's brand. Because branding identity is the hallmark of your brand, make sure that everything you design can show that your brand stands out and attracts people's attention. In the culinary business, you can even apply this research to develop a menu!
Easy to remember
After getting consumers' attention, make sure that they will remember your brand for a long time. Because, the goal sought in designing a branding identity is to gather loyal customers. To create a brand identity that is easy to remember, there are two elements that are usually emphasized more, namely the logo and tagline. As mentioned above, McDonalds is one brand that has successfully implemented these elements for their brand identity.
Cohesive
In designing a creative branding identity, one aspect that must not be neglected is cohesiveness. Cohesiveness is continuity between all elements in branding identity. Which means, all elements or parts have properties that complement each other. In order to be cohesive, what must be conceptualized in branding identity is brand value. By having values, the message or communication conveyed by the brand will be clearer.
The three points above are aspects of creativity that you can explore in designing a successful brand identity. With so many competitors in the culinary business sector, designing a branding identity should be easy! Because, there is a lot of material or references that you can study. Starting from the international scale or from the local MSME scale.
Change Your Mindset When Designing Branding Identity
After knowing the three points above, it can be concluded at the outset that designing a branding identity is not an easy job. There are many aspects that must be considered before the branding identity concept can be implemented for a brand. Especially, implementation for promotional or marketing purposes. In balance with the three points above, we also summarize the important things you should remember when designing a branding identity. Put this mindset in when you design your branding identity!
You are promoting a brand, not a product.
Different from when promoting a product, the purpose of branding identity is to promote the brand. If when creating product branding the main focus is the product itself, branding identity requires more targeted and comprehensive communication, because it must represent the brand as a whole.
Branding identity must reflect brand values.
Branding identity is the embodiment of the company's image. Therefore, all elements in branding identity must be in line and reflect brand values. As discussed in the point above regarding cohesiveness, brand value has a large role in shaping consumer perceptions of a brand or company.
Branding identity is a process.
Finally, you need to remember that designing a branding identity is a process that will never stop. Because the world continues to change and develop, of course as a brand you must be able to be flexible in facing these changes. So, you don't need to be afraid of rebranding if it has to be done later. Don't think that the branding identity that you have designed is useless just because at some point it has to change! In fact, rebranding is sometimes necessary so that consumers don't get bored, and it could be that the results of your rebranding can make your business even more successful. In the culinary business itself, you know how many times Starbucks has changed their logo, right? This is done because they continue to follow developments in the world.
Let's Design a Branding Identity
That's an explanation of branding identity and tips that you can use when designing a branding identity for your business. If you're hesitant to start because it seems too complicated, don't worry. Indeed, designing a branding identity is a very complex job. Therefore, instead of racking your brains over designing a branding identity, you can work with digital marketing agency Peter&Co.!
Peter&Co. is a full service digital marketing agency that has been operating in the world of digital marketing since 2010. Branding identity is one of the services we offer for your company. We have experience designing branding identities for various companies from various industrial fields, especially the culinary business. Our work includes everything your company needs, from logos, packaging, taglines, menu sheets, hampers, to other branding elements. Everything is done with dedication by teams who are experienced in their respective fields.
Not only branding identity, we also provide other digital marketing services such as social media management, website development, photography, videography, and many other services. For further contact and information, you can find out by visiting our website at this site. Come on, contact us and start designing your company's branding identity with Peter&Co.!
