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How can you create a brand identity that is both timeless and relevant?

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Creating a brand identity that is both timeless and relevant is a challenge for any business. A brand identity is more than just a logo, a name, or a color scheme. It is the visual representation of your values, your personality, and your promise to your customers. It is what makes you stand out from the competition and connect with your target audience. But how can you design a brand identity that can adapt to changing trends, customer preferences, and market conditions, without losing its essence and consistency? Here are some tips to help you achieve this goal.

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Rimsha Ali

MSc Marketing | Seeking graduate roles in Digital Marketing | Queen's University Belfast | Ex-Marketing Intern

1 Know your purpose

Before you start designing your brand identity, you need to have a clear vision of why you exist, what you stand for, and what you want to achieve. This is your brand purpose, and it should guide every decision you make about your brand identity. Your brand purpose should be simple, authentic, and meaningful. It should reflect your core values and your unique selling proposition. It should also resonate with your customers and inspire them to choose you over others. A strong brand purpose will help you create a brand identity that is both timeless and relevant, because it will not depend on fads or gimmicks, but on a deeper connection with your audience.

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Yittse Vallenilla

Redactora SEO Senior/ SEO Junior/ Consultora de marca personal (Espec. en LinkedIn). Hablo de emprendimiento y de lo que no debes hacer en LinkedIn (para evitar baneos).
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Para crear la identidad de marca hay que reconocer cuáles son esos elementos que la hacen única, es decir: qué es lo que la hace diferente de sus competidores y cuáles son sus valores. Ahora bien, en este proceso la identificación del propósito es fundamental, porque el propósito responde a la pregunta del para que se está creando la marca, o sea, que solución aporta a determinado problema de su audiencia.

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2 Define your style

Once you have your brand purpose, you need to translate it into a visual style that expresses your personality and tone of voice. Your style should be consistent across all your brand elements, such as your logo, typography, color palette, imagery, icons, and graphics. Your style should also be appropriate for your industry, your audience, and your goals. For example, if you are a professional service provider, you might want to use a more formal and elegant style, while if you are a creative agency, you might want to use a more playful and dynamic style. Your style should be flexible enough to adapt to different contexts and formats, but not so generic that it loses its identity and distinction.

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3 Research your market

Another key factor to consider when creating your brand identity is your market. You need to understand who your customers are, what they need, what they want, and what they expect from you. You also need to analyze your competitors, their strengths, their weaknesses, and their positioning. This will help you identify your niche, your differentiation, and your value proposition. You will also be able to spot the gaps and opportunities in your market, and tailor your brand identity accordingly. By researching your market, you will be able to create a brand identity that is relevant and appealing to your audience, and that stands out from the crowd.

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Rimsha Ali

MSc Marketing | Seeking graduate roles in Digital Marketing | Queen's University Belfast | Ex-Marketing Intern
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To add to this, I would say the brand should stick to the initial brand positioning it had created in the minds of the consumers. And if the brand wishes to expand, it should expand vertically instead of horizontally. A good example of this is LG. The brand failed miserably when it launched an LG shampoo to penetrate into the FMCG market while positioned as an electronics brand in the minds of consumers. Therefore, sticking to your core values and offering is crucial.

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Yittse Vallenilla

Redactora SEO Senior/ SEO Junior/ Consultora de marca personal (Espec. en LinkedIn). Hablo de emprendimiento y de lo que no debes hacer en LinkedIn (para evitar baneos).
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Es importante identificar las características específicas del mercado, al cual se debe segmentar según estas características (edades, gustos, intereses, dolores, etc.), con el fin de hacer llegar la propuesta de valor al público objetivo.

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4 Test your ideas

Before you launch your brand identity, you need to test it with your customers and stakeholders. You need to get feedback on how they perceive your brand identity, how they react to it, and how they relate to it. You can use various methods to test your ideas, such as surveys, interviews, focus groups, or online tools. You can also create prototypes or mockups of your brand identity and see how they look and feel on different platforms and devices. By testing your ideas, you will be able to validate your assumptions, measure your impact, and refine your design.

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Yittse Vallenilla

Redactora SEO Senior/ SEO Junior/ Consultora de marca personal (Espec. en LinkedIn). Hablo de emprendimiento y de lo que no debes hacer en LinkedIn (para evitar baneos).
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En este punto puede ayudar muchísimo observar cómo reacciona la audiencia en las redes sociales, ya que la gran mayoría de las personas hacen uso de estos canales y allí es posible observar cómo responden ante la presencia de la marca.

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5 Evolve your identity

Finally, you need to remember that your brand identity is not a static or fixed entity. It is a living and breathing organism that needs to evolve and grow with your business and your market. You need to monitor your brand performance, track your customer feedback, and measure your results. You also need to keep an eye on the trends, the changes, and the innovations in your industry and your audience. You need to be ready to update, refresh, or redesign your brand identity when necessary, but without compromising your core purpose and style. By evolving your identity, you will be able to create a brand identity that is timeless and relevant, and that can last for years to come.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you create a brand identity that is both timeless and relevant?

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6

1 Know your purpose

2 Define your style

3 Research your market

4 Test your ideas

5 Evolve your identity

6 Here’s what else to consider

Content Development

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How can you create a brand identity that is both timeless and relevant?

1

2

3

4

5

6

1 Know your purpose

2 Define your style

3 Research your market

4 Test your ideas

5 Evolve your identity

6 Here’s what else to consider

Content Development

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