We want to discuss the concept of branding and some techniques on how to properly build your brand identity. But before we get to those techniques, you must understand what branding is and how it differs from marketing.

Marketing is simply the tools you use to promote or push your product. Whether it’s a website, social media, paid ads, retargeting, whatever it may be, this is marketing.

Brand identity is a little different. Your brand is letting people know who you are. You are letting them in on who you are and what you are not. It’s kind of like trying to make an emotional connection with your audience. Simply put, the brand is who you are and what your audience thinks of you.

And believe it or not, although you determine the voice and the look of your brand, it’s ultimately determined by your audience, and how they connect with what you are putting out there. How your audience associates themselves with your product or service is what determines your brand identity. So let’s take a quick look at some techniques to build brand identity.

Differentiate Yourself

If you want great brand awareness, you have to separate yourself from the rest of the crowd. You have to connect with your audience and make them feel like you have something to offer that no one else can. Take a look at your competition and determine what you can offer that the rest of the competition cannot.

Know Your Audience

Understanding your audience is essential to brand identity. Again, you’re trying to connect with your audience on an emotional level, and the only way to do that is by knowing their concerns and needs. What is it that your product can offer that will alleviate these concerns or fulfill their needs? Figure this out and your brand identity is on it’s way.

Build A Foundation

Your company has to believe in something or have some type of morality when it comes to offering people your product or service. Establish something you believe in or create a foundation that encompasses your overall business and product. This, again, goes back to connecting with your audience on an emotional level.


Once you begin creating your identity, people will take note and begin following you, whether it be on social media, your website, or other marketing channels. Once this happens, people will want to feel comfortable with your brand, and to do this, you need to remain consistent with your tone and identity. By establishing a consistent tone and design scheme, your followers will make a connection every time they see your content.

Branding Is the First And Final Step

Before you communicate with anyone or even begin a new project, you should always start by thinking about your brand identity. Stick to the tone and design scheme you’ve always used. Again, once you get followers and loyal customers, they will connect with your brand identity and expect the same on whatever content you’re releasing online.

And finally, think outside box and don’t be afraid to try new things. But, as always, if you do decide to be daring and step outside the lines of normality, remain consistent with your brand identity.