Design for brand identity is really more about asking the right questions in order to come up with a winning game plan. Whether you’re branding a product or a company, you need to have a good understanding of not only who your target market is, but who you are in order for people to relate to your business on a more personal level.
The same types of questions we ask in order to understand who your target audience is can be applied introspectively to discover who you are as a brand;
• What kind of company are you trying to build?
• Who are your potential customers and why would they be interested in you or your products?
• Is your business model replicating that of another business or many other businesses?
• What makes you different and what makes your product better?
A strong brand is more about your “like-ability” than your product. When we talk about like-ability as a brand, what we’re really talking about is how your company and product are perceived by your targeted community. How people view your business in terms of personality directly impact the growth of “unaided awareness” of your brand as well as market perception and product differentiation.