The Brand Identity Book – How to Build and Design a Brand Identity

If you belong to the wonderful world of the branding advertising agency, I am sure you have faced a big dilemma when a client, either existing or new approaches to your branding agency and ask you to help him to start the adventure of building a new brand identity for their service, idea, product or company. For a moment you have to admit you feel sort of daunting. As everything in life either simple or complex you have to combine different life views, knowledge or skills acquired, this including your design or art career. These are the first fundamentals. In order to create something new for your client you must understand some tips shared through time among different experts of the field.

Here I want to share some ideas based on my experience:

  • The need for a sustainable and consistent marketing branding approach: strategy.

Each agency pretends to have a “brand identity book” in itself so to speak, the truth there is not such thing unless it is the branding book of your client’s brand. The corporate branding strategy needs to first strategize and strategize from the very beginning. From the very start!

  • Creative design research

Doing research is the second main step here. Have met your brand? Have you had a date with it? Do you know what is its personality? Have you delved into its ethos and deeply rooted function same as strength, weakness and potentials? Try to snatch all the information given by your customer. Enquiry how different targets perceive the brand? How stakeholders, shareholders, end consumers perceive it? Enquiry how these targets would like to have it formatted, also the outlets suggested or perceived to advertise it

  • Competitor research

What colours, fonts, visual identity style either in the corporate branding design or product design is used by the competition? Do benchmarking but create a unique masterpiece and discuss together all the time

  • The brand identity agency briefing

There is no need to work subjectively in this field, of course creativity and perceptions will always be there but remember there is also money involved, therefore a document that document every single step of the brand such as design concepts, is mandatory, this must overview both the client and the creative team’s approaches. The brief should outline a broader vision of the brand and a clear brand strategy which will help both outline rational results and decisions.

  • Communication with the customer

Remember the old adage: Customer is always right? It’s not the exception here! He knows the product better than you, it is time for you to be humble and listen, listen and listen in spite of your experience and huge visual data you may have in your brain. It is all in your client’s expectation and goals.

One of the main important step that a good advertising branding agency can do is understanding the client’s need, do not limit all the available technical resources and your own expertise, it is simple putting on your client’s hat for moment. You are designing and brand building, branding services in other words, you are creating a product for an audience. We are creators. We are designers. And all in a way depend on us in this magnificent creative design agency or creative advertising agencies world.

Digital Marketing, Search Engine Optimization and Marketing

Digital marketing or online marketing as it is popularly known is a tool to carry on marketing for our product online.

Direct email marketing, search engine optimization and search engine marketing are few of the tools which come under this category. They are becoming more and more common in the online world. It is a very popular form of advertising,

Media is important now because we have access to a large number of data and more and more people are having access to this large data. They often view and review the data pertaining to customers tastes, ever changing choices, etc.

Other forms of marketing include text messaging, mobile apps, electronic billboards, digital television and radio messages. All are powerful tools to enhance our visibility to the customers.

Digital marketing is an umbrella term for all of your online marketing efforts. Businesses leverage digital channels such as Google search, social media, email, and their websites to connect with their current and prospective customers.

From your website itself to your online branding assets — digital advertising, email marketing, online brochures, and beyond — there’s a huge spectrum of tactics and assets that fall under the umbrella of digital marketing. And the best digital marketers have a clear picture of how each asset or tactic supports their overarching goals.

So What Exactly is Digital Marketing?
It is an umbrella term for all of your online marketing efforts. Businesses leverage digital channels such as Google search, social media, email, and their websites to connect with their current and prospective customers.

From your website itself to your online branding assets — digital advertising, email marketing, online brochures, and beyond — there’s a huge spectrum of tactics and assets that fall under the umbrella of digital marketing. And the best digital marketers have a clear picture of how each asset or tactic supports their overarching goals.

Here’s a quick rundown of some of the most common assets and tactics:

Assets

Your website
Blog posts
eBooks and whitepapers
Infographics
Interactive tools
Social media channels (Facebook, LinkedIn, Twitter, Instagram, etc.)
Earned online coverage (PR, social media, and reviews)
Online brochures and lookbooks
Branding assets (logos, fonts, etc.)
Tactics

Search Engine Optimization (SEO)

The process of optimizing your website to ‘rank’ higher in search engine results pages, therefore increasing the amount of organic (or free) traffic that your website receives. (Read this post to teach yourself SEO in 30 days.)

Content Marketing

The creation and promotion of content assets for the purpose of generating brand awareness, traffic growth, lead generation, or customers. (Learn what goes into a modern content marketing strategy here.)

Inbound Marketing

Inbound marketing refers to the ‘full-funnel’ approach to attracting, converting, closing, and delighting customers using online content.

Social Media Marketing

The practice of promoting your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads for your business. (Discover 41 resources for learning how to leverage social media marketing here.)

Pay-Per-Click (PPC)

A method of driving traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of PPC is Google AdWords.

Affiliate Marketing

A type of performance-based advertising where you receive commission for promoting someone else’s products or services on your website.

Native Advertising

Native advertising refers to advertisements that are primarily content-led and featured on a platform alongside other, non-paid content. BuzzFeed sponsored posts are a good example, but many people also consider social media advertising to be ‘native’ — for example, Facebook and Instagram advertising.

Marketing Automation

Marketing automation refers to the software that exists with the goal of automating marketing actions. Many marketing departments have to automate repetitive tasks such as emails, social media, and other website actions.

Email Marketing

Companies use email marketing as a way of communicating with their audiences. Email is often used to promote content, discounts and events, as well as to direct people towards the business’ website. (Check out these 15 successful email marketing campaigns for inspiration.)

Online PR

Online PR is the practice of securing earned online coverage with digital publications, blogs, and other content-based websites. It’s much like traditional PR, but in the online space.

What’s the Difference Between Digital Marketing and Inbound Marketing?
On the surface, the two seem similar: Both occur primarily online, and both focus on creating digital content for people to consume. So what’s the difference?

The term ‘digital marketing’ doesn’t differentiate between push and pull marketing tactics (or what we might now refer to as ‘inbound’ and ‘outbound’ methods). Both can still fall under the umbrella of digital marketing.

Digital outbound tactics aim to put a marketing message directly in front of as many people as possible in the online space — regardless of whether it’s relevant or welcomed. For example, the garish banner ads you see at the top of many websites try to push a product or promotion onto people who aren’t necessarily ready to receive it.

On the other hand, marketers who employ digital inbound tactics use online content to attract their target customers onto their websites by providing assets that are helpful to them. One of the simplest yet most powerful inbound digital marketing assets is a blog, which allows your website to capitalize on the terms which your ideal customers are searching for.

Ultimately, inbound marketing is a methodology that uses digital marketing assets to attract, convert, close, and delight customers online. Digital marketing, on the other hand, is simply an umbrella term to describe online marketing tactics of any kind, regardless of whether they’re considered inbound or outbound.

Does Digital Marketing Work for All Businesses? B2B and B2C?
Digital marketing can work for any business in any industry. Regardless of what your company sells, digital marketing still involves building out buyer personas to identify your audience’s needs, and creating valuable online content. However, that’s not to say that all businesses should implement a digital marketing strategy in the same way.

Digital Marketing – What Is in Store for 2017 and Beyond

The arena of Digital marketing is extremely competitive and highly volatile… During the start of every year the strategists in the field of digital marketing sit at their desk to design and discuss upcoming trends, challenges and opportunities to bring out strategies to take the marketing techniques to the next level!

The traditional methods that were used few years back are no more a fashion. In the ever changing market these techniques, either became outdated and vanished or evolved itself as new strategy. The techniques that were used last year may not be finding the same importance, relevance or order of preference!

After studying and analyzing the emerging trends, the strategists have lined up the most effective marketing techniques that is going to shake the field this year and beyond!

Digital Marketing Strategy is one word that is echoing everywhere!

Mobile phone centric

We all know that Google has phased out all websites that are not mobile phone friendly. Not only Google, remaining search engines and other digital platforms will also start doing this! The websites and applications that are mobile phone optimized only will remain!

Apart from mobile phones, other handheld devices, wearable technologies like smart watches and other smart devices will find top a place in digital marketing techniques.

Videos to rule!

Videos are already a rage on digital platforms. In the coming years, video based advertisements, and other marketing techniques are going to dominate the scene and heavy investments will be pumped into!

Like YouTube and Facebook, many other social media websites will be fitting that plug-ins for those video streaming.

Content matters

Content, as it is called the ‘King’ of digital marketing, is going to reach another level of importance. Well devised, high quality content will always command a respect in the market. Creativity, skill and knowledge on the written subject will make a huge difference! Interactive content has already found its way as the best digital marketing strategy…

Just not writing, in-depth discussion and analysis of things in the content is what that is expected from the marketing strategists!

Mobile Apps

Every smart phone user will have at least 5 or 6 apps in their handset. Apps are now designed to cover every aspect of the day-to-day life activities… From necessities to fun area, from people of all walks of life to profession, Apps are there for everything! Slowly, websites will be replaced by these apps!!

Social Media

Social media sites are already enjoying an enviable position in the marketing arena. It will remain as one of the most favourite hangout places of the younger generation… Twitter like sites are expected to lose its place in digital marketing, and Facebook and other video supporting sites will come out with various innovations, creating a revolution in digital marketing strategy!

Conversion Rate Optimization

CRO or Conversion Rate Optimization, visitors becoming consumer, is going to be used as one of the major techniques of future digital marketing strategies. This system, at present, is still at the beginner level, but is expected to find its right place soon!

Search algorithm will change

Google is the search engine that is widely utilized by the internet users. People are already searching with other engines, which uses a different way of search optimization. Google itself is slowly changing some basics, and in coming years, a new wave of search algorithms will make a stride in its own style!

Chatbots and AI

Chatbots and other Artificial Intelligence based technology and techniques are also expected to rule the roost, and future will be more interactive based techniques like these. Interaction is the key. It always pays good results in marketing campaigns. These techniques are sure to evolve to another level paving way for a dominant role in digital marketing!

SMS

SMS and other text based tools and techniques will continue their influence in digital marketing for next few years. Interactive text messaging and smart phone supported other text messaging services will also make their mark in the marketing arena!

The Consumer

The ever changing psyche of the consumer is the one of the major key elements that is going to decide, and design any future digital marketing strategy! After all, consumers are the final receivers of any service, for that matter!