Creating a Brand Identity in a Competitive Business World

It is important to create and maintain innovative strategies to capture the attention of your target market. All it takes is a little element that separates you from the rest of your business competitors in this world of sameness. Strong brand identity will give your company a competitive advantage.

Brand identity is built over time, and it is a crucial tool in marketing your business to your audience and how they relate to you amidst the competitive business world. Hence, it is necessary to take conscious steps in creating your brand identity.

The look of your business brand, from your logo and typography to your packaging and customer relation, can both attract and influence your buyer’s personas or turn off and make them choose your business competitor over you. Why then would you not invest greatly on your brand identity?

Branding is not just about your company’s concepts, name, and logo. It is also about your company’s reputation, how your company’s products and services are advertised, and your company’s values.

Having a great brand identity, one which is consistent and cohesive makes it easier for the audience to connect with your business. This means you need to create the right visuals and content that suits your brand; the right tone and consistent style that represents your business brand.

What does it take to create a Brand Identity in Business Competition?

Although there are peculiarities in brand identity, based on the industry you belong to or the products/services you render, this article deals with general features that stand you out and give you a competitive advantage.


The images your company shares, the messages you publish on your website, the content on your marketing materials, your presentations and booths at conferences, and your social networks posts all culminate to make up your brand, hence, creating a brand identity that stands you out is very important. 

For instance, Nike created a global brand identity by redefining itself from a simple shoemaking company to an athletic and fitness lifestyle brand.

The Nike “Swoosh” is one of the most recognized logos in the world. Designed by Carolyn Davidson in 1971, it is an ideal example of an abstract logo that perfectly conveys the brand’s identity.


Your brand lives in your company’s interactions with customers and prospects. You have to be proactive and deliberate in shaping your customers and prospects’ perception of your brand and your products/services. You can’t afford to leave your brand identity to chance, else, you lose the ability to shape your brand’s conversations.

Consistency is key to creating a strong brand identity. It can be evaluated with your customers’ experiences (from feedback) as well as from your visual (your overall brand outlook). You need to be deliberate in the portrayal of your company. This establishes credibility and trust with your customers and prospects and in turn stands you out in a competitive business world.

An example of a consistent brand identity is Coca-Cola. You don’t wonder what it will taste like because the brand ensures it tastes the same.


Many businesses make a lot of promises to gain the loyalty of their customers, while this is good, it is better to keep to these promises to gain their trust and loyalty.

Your company’s brand is a promise to your customers and prospects. A promise about your products, your services, and your company must be kept to the latter as this can give you a competitive advantage.

To crown it all, your brand identity takes disparate visual elements and other strategies and unifies them into a complementary system. Resultantly, whenever your brand identity elements are seen, they are consistent in their appearance, use, scope, color, feel, and in their impression on your audience.

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