Creating Brand Identity – Building a Better Brand

In this Hubspot guide, we’ll review the definition of a brand, how to create a brand style guide, implementing your brand on your website and social media, and how to monitor and measure your brand’s reach and awareness.We’ll review brands that are successful and how they connect with their audiences, and how your brand can bring you new leads and customers. .

Introduction: Creating Brand Identity

Your brand is the first impression that potential customers have with your company, and you know what they say about first impressions… you only get one. Your brand encompasses your brand style guide, tone in your website copy and on social media, your color palette and logo, and the aesthetic of your website.

Not only does your brand include visual elements, but it portrays your company’s mission and values. For example, Starbucks is dedicated to empowering employees and provides benefits like healthcare and educational opportunities. CEO Howard Schultz, a de facto brand loyalty expert,comments, “If people believe they share values with a company, they will stay loyal to the brand.”

Another example is Patagonia. The company features an “Activism” tabright on their homepage,urging customers to help them save our planet, a mission that resonates with consumers.

What is a brand?

In the inbound marketing age, “brand” can be tricky to define. Typically, branding refers to branding on the internet-and the internet moves pretty fast. More than ever before, brands can be built up in an instant, and in turn they can fall just as quickly. A successful brand is one with longevity that is built up over time and flexible enough to adapt to the current market trends and expectations. So, what separates the flash-in-a-pan brands that come and go seemingly overnight from the brands that retain loyalty across demographics and generations?

The key: a differentiator.

A brand’s differentiator is what sets it apart from the competition and moves its brand from simply being known and recognizable to being desired beyond the confines of the brand identity. Once a brand finds that differentiator, it becomes its calling card. It’s how everyone recognizes the brand and the first thing everyone judges it by –so your brand needs to be consistent.

No matter which channels your customers choose to interact with your brand –your website, blog, email, Facebook, X (formerly known as Twitter), or whatever tomorrow’s technology may bring –they should all demonstrate the unique experience that your brand represents.

Examples of Great Brands:

The common thread shared by all great brands is their dedication to their differentiator. See if you can identify the calling card of each of these well-known, successful brands.

Regional Retail Brand

Nappanee Local Florist Store Branding:

Jayla’s Flowers and Gifts Nappanee, Indiana storefront features the same logo and color patterns. Its door utilizes the same pink color and the logo. Throughout the store the brand logo is seen. Every product that exists the door whether purchased or donated features the Jayla’s logo or icon. While it is a local retail brand, it has grown online to reach across the United States of America, and is now offering franchise opportunities.

National B2B Brand

Indiana & Florida Industrial Tool Distributer:

AMG Bolting Solutions was started by Alan Gross in Delray Beach, Florida as a hydraulic torque wrench manufacturer’s representative. In 2023, the company was inquired by DIR Incorporated. Since, the company as grown to become one of the largest industrial tools distributors in the USA. There branding is seen on there catalog images, training videos, and there tool guides and charts.

Global Product Brand

Indiana-Based Brand of Multiple Products:

Rohena’s is a brand which appeared out of nowhere. Whether is acquires company’s with existing niche products, or creates new ones, each product brand is affiliated with it name via a subtle logo, and brand identity witnessed through its branded customer service.