A Business’s Guide To Building A Unique Brand Identity

A Business’s Guide To Building A Unique Brand Identity _ MediaOne Marketing Singapore

Maintaining a head start over the competition requires a strong brand. This means you should know what makes your firm unique and different from others in the market.

Customers in your target market will feel a stronger connection to your brand and be more likely to choose it over competitors offering similar goods and services.

There’s a need for a distinct brand identity in this context. This makes it easy to tell apart one offer from others in the market by emphasising its unique selling points.

This can include things like your company’s core beliefs, the way you interact with customers, and the impression you leave them with when they work with you.

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If you want your company to stand out from the crowd, here is a detailed seven-step method to creating a distinctive brand identity:

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Decide on a Catchy Name for Your Company

You need to settle on a company name before you can move forward with the rest of your branding efforts. This will be the name under which your brand is introduced to consumers and the world wide web.

However, you should use a catchy name for your organisation to increase the likelihood that customers will recall it.

Discussing potential company names with close associates will help you find the most fitting one.

When doing so, you should steer clear of picking a name that is too similar to those of your rivals.

The public’s impression of your company and its products could suffer if they suspect that what you’re offering is fake.

Find Out What Your Company’s Purpose Is

Once you select a name that resonates best with your offer, you must establish your company’s objective. 

Making people’s life easier through the creation of products, establishing yourself as a pioneer in your profession, or educating the public are all examples of this.

When you know why you’re in business, you can make that passion the backbone of your brand’s character.

One option is to craft a company mission statement.

If you’re in the health food business, for instance, you could declare that your ultimate mission is to develop groundbreaking remedies for common ailments.

This could assist you choose which products fit within this category and how you should sell them.

Determine Who You’re Trying to Reach

Your brand identity should resonate strongly with the preferences of your target audience.

Investigate their wants and needs to get a better understanding of them. 

As a result, you may tailor your brand and marketing efforts to the preferences of your target demographic.

Market research is a great tool for this purpose. This can be done by conducting interviews, focus groups, and surveys with target audiences.

By doing so, you’ll be able to determine what’s working for clients and how you may improve upon it to serve them better.

You may change their minds about your brand and establish yourself as reliable and responsive to their needs by doing so.

Check Out Who Else Is Out There

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Researching the offerings of similar businesses is another great strategy to find your brand’s niche in the marketplace. 

To learn more about their online marketing strategies, you may check out their websites and social media profiles. 

By identifying their flaws, you may leverage them to strengthen your own brand.

It’s possible that one of your rivals is providing a special price cut on a scarce good or service. Offering discounts may inspire clients to look elsewhere for the lowest price available, which may cause you to reassess the best way to provide these deals.

However, especially as a new business, you run the risk of losing customers if you provide such discounts. 

As an alternative, you might provide free shipping after a certain purchase threshold is met by the customer.

You can stay ahead of the competition by providing excellent value to your clients and encouraging repeat purchases.

In order to design your brand’s visual identity, you must first complete the preceding four phases. This is crucial since it could improve your ability to connect with your target audience, which in turn increases the likelihood that they will make a purchase from you.

To persuade your ideal customers that you’re worth their time and money, you need a design that really works. 

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Consult professional designers for their input. They can assist you in developing a brand image for your business that encourages customers to make a purchase.

The following is a list of all the parts of your brand that will go into creating its visual identity:

Palette of Colors

Using one dominating hue for all marketing pieces and then using its complementary colours as accents is a great method to ensure that your brand’s colour scheme is consistent across all of your promotional materials.

You may also use two or three tones of one primary hue to create contrast between the body copy and other text on your website or blog post.

If blue is your primary hue, you can use it as the base for all of your promotional materials and accent it with black or white writing. 

This will add dimension and hierarchy to the visual representation of your brand.


Your logo’s typography plays a significant role in the design of your brand by conveying your message to consumers. 

Therefore, you should make sure the typeface you use is classic, uncomplicated, and legible. Many alternatives exist for logo typefaces, including serif, sans serif, display, and cursive.

Make sure the tone it sets is consistent with the one your brand represents.

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Business Cards

Business Cards | MediaOne Marketing Singapore
Image Credits: Arco.Nl

Since it’s the thing people notice immediately when they hear about your company, this part of your brand identity is crucial. 

The goal is for it to be understated and elegant, but still catchy.

One side should include your firm name, while the other showcases your logo or other artwork. This can help clients recall your business and know how to locate you in the future.

Brand Identity Creation

Your logo is a potential customer’s first impression of your business, therefore it should be well-designed and stand out from the competition. 

The designs can be used as a signature for several types of advertising activities, including events or social media posts.

Make sure the logo you choose effectively communicates your brand’s values and mission. Avoid intricate patterns that need a lot of mental effort to interpret.

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You need a logo that is instantly recognisable, whether it is displayed digitally on a person’s computer screen or printed in a magazine or newspaper.

Website Construction

Brand consistency is essential on your website. Your website needs to be well-organized and simple to use, while still providing all the details potential customers are looking for.

Consider the steps that customers go through, from signing up with their email address to making a purchase and receiving a brochure.

Product Packaging

Make sure that the products you provide to customers are packaged in a secure and environmentally responsible packaging. 

When possible, you should also seek out opportunities to reuse and recycle the resources you use.

This will demonstrate consumers and potential investors that you appreciate sustainability, which can also be part of your brand identity.

Those who come into contact with your logo and other printed materials will form an impression based on how professional they are designed to look. 

For this reason, it’s crucial to make sure these six components work well together to project a positive picture of your business.

Create a Distinct Selling Point for Your Product

Create a Distinct Selling Point for Your Product | MediaOne Marketing Singapore

Establishing a company’s identity requires identifying its USP. This distinguishes you from rivals while also guaranteeing that you’ll be able to keep your commitment. 

Without a clear understanding of your unique value proposition (UVP), you may struggle forever to connect with clients, partners, and investors.

Your unique selling proposition will not be fully formed until you have reviewed market research results and identified common pain points experienced by consumers. 

Problems with other online retailers may include slow customer service responses, poor product selection, and convoluted checkout procedures.

If that’s the case, you must be able to produce products or services that’ll resolve these pain areas. 

For instance, if the majority of your target market prefers to use credit cards for purchases but most competing brands don’t, you might want to think about expanding your payment options.

This manner, you can accommodate consumers who don’t like to use cash while still helping those who do like to use cash.

Invent a Catchy Tune

After choosing the visual features of your brand, you may build a jingle that’ll leave the listeners inspired and interested in your brand. 

You’ll utilise this to advertise your brand on television, radio, and social media.

The tune should be memorable and easy to remember so that people would want to pass it along to their loved ones.

If you want people to remember your business and come to your website, you might want to incorporate some information about your firm and the services or products you offer. 

You may add your company’s name at the end of each line or keep it simple by adding only one word per line.

History of Brands

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Throughout time, brands have been used to distinguish one product from another. 

Branding is thought to have been employed by traders around the year 2000 B.C. to distinguish their commodities from those of competitors. 

In those days, it was a standard method for establishing who was the rightful owner of a certain item or piece of property.

The practise of branding dates back to ancient times. 

The Italians introduced watermarks to paper about the 13th century as a means of product identification. 

Cattle owners use distinctive scars burned into the hides of their animals to identify their herds from those of other farmers.

One of its most widespread applications, though, was in less-urbanized parts of the United States. 

Branding is a term commonly associated with the practise of branding cattle for identification purposes by ranchers. In an effort to set themselves apart from competitors, businesses in the 19th century began packaging their goods, a move that sparked the rise of brands.

Type of Brands

Whether a company uses a generic or industry-specific brand is a matter of personal preference. 

Some of the most prevalent types of brands include:

  • Brands for Businesses: Marketers use corporate branding to position their products and services as superior to those of rival businesses. As part of this process, they settle on crucial factors including price, purpose, audience, and core beliefs.
  • Names as a Business Model: As was previously noted, branding is no longer reserved for corporations alone. People use mediums such as social media to cultivate their own identities and consequently promote their respective brands. Posting frequently, uploading photos and videos, and hosting in-person get-togethers are all examples of this.
  • Manufacturers of Different Products: Marketing just one thing is what this branding strategy, often called merchandise branding, is all about. In order to successfully brand a product, it is necessary to do market research and identify the ideal consumer base.
  • Brands of Services: Since services cannot be shown in a tangible way, this type of branding necessitates some ingenuity.

Creating a Brand: 10 Questions to Ask

Creating a Brand: 10 Questions to Ask | MediaOne Marketing Singapore

The question is, “Why?”

Every company ought to stand for something bigger than just producing money.

This reason for doing something is your “why.”

Make business decisions based on your company’s why. 

It should guide the language you use while promoting your business. You want it to strike a chord with those who share your values and inspire them to buy from you.

Your company’s “why” should be its compass, the point it always comes back to when making decisions.

It’s the story that resonates with people on an emotional level, drawing them in and convincing them to join your cause.

Check out this great TED Talk by Simon Sinek to learn more about the significance of your “why.”

Who do You Consider to be Your Most Loyal Client?

In business, you can’t win over everyone. It would be fruitless to try, as well as an excessive expenditure of time and effort.

You may tailor your messaging to your ideal client by first identifying who they are.

Customers are more likely to buy from you if they have a positive impression of your brand and feel it speaks directly to them.

Who, Then, Would You Say Is Your Company’s “Best Customer”?

An ideal client is someone who has an immediate and pressing need for your offerings. 

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Your ideal customer is someone who empathises with and appreciates your company’s ethos. And that person has the financial means to purchase your wares.

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If you’re just getting started as a personal trainer, for instance, picture your ideal client. You can’t target just everyone; instead, you must hone in on a restricted audience. 

Maybe it’s rich mothers in their 30s who are attempting to get back in shape after having children. 

Your brand’s message should be adjusted for this audience, as opposed to, say, high school players.

To What Extent do Purchasers of Your Goods or Service Benefit?

Individual customers are more concerned with themselves than with your company.

For this reason, you should be well-versed in the advantages your product or service will provide to your target market and make these advantages the focal point of your initial communication with them.

These merits should be associated with your brand. 

And if you take the time to outline them now, you can start incorporating them into your brand’s marketing immediately.

Avoid equating intangible customer benefits with aspects of your product or service. 

Both are necessary, but the one that emphasises the customer’s experience is more important than the other.

Which Principles Will Serve as the Foundation for Your Company?

A standard set of ethics should be followed by all businesses.

However, the principles closest to your heart will inevitably have a greater impact on your company.

You won’t even notice that your decisions are informed by these principles. 

You also want your personnel to act in accordance with these principles so that you can provide a consistent experience for your clients.

Therefore, it is essential to determine and express the values that will serve as the foundation for your company. 

If you consistently uphold these principles, your brand will come to be linked with people who value those same things.

What Makes You Different from the Competition?

There must be something special about each product or service offered (or UVP).

Your unique selling proposition is one sentence that expresses what makes your product or service stand out from the competitors.

When faced with a wide selection of similar products, your UVP will assist customers zero in on what sets yours apart. 

And maybe it’ll assist others recognise that what you’re offering is the greatest choice available.

Your unique value proposition (UVP) will serve as the backbone of your advertising efforts. In fact, it’s likely to become a defining characteristic of your company’s name in its own right.

Find out immediately so you can use that knowledge to direct your brand’s messaging from the get-go.

In reality, if you want to convince investors and lenders that your firm has a chance at success, you need to highlight your company’s unique value proposition in your business plan.

What Are Your Company’s Strongest Points?

Your company’s identity should play up its strengths. 

The UVP is distinct from these qualities. They are a representation of your company as a whole, not simply a single offering.

These benefits will assist in demonstrating why clients should work with you. 

Find out what it is that your company excels at. Don’t forget to mention them in your brand’s marketing materials.

As you offer them, keep your buyer in mind. Just what are the advantages that they will reap from these qualities?

Who Are You Up Against?

The marketplace will be crowded with rival businesses.

In order to evaluate how well your brand is doing, you need to be familiar with your competitors.

Don’t let the actions of your rivals define your brand. You may find out more about your competitors, including their strengths, shortcomings, and brand identities, by doing a competitive analysis.

To stand out in the market, you can now adjust your brand’s visual identity.

Which Adjective Best Describes Your Company’s Character?

Developing a distinct persona for your company can boost customer engagement.

Don’t confuse “cultivate” with “make out of thin air,” though. The most effective brand voices are faithful representations of the company’s founders or key employees.

Especially in today’s social media-driven society, brands appear more personable than ever. And if your presence is genuine, it will be much more well accepted.

How would you describe yourself? For which of these characteristics do you think your target audience will have an affinity? Which of these qualities do you wish to promote with your company?

Your company’s identity will be comprised of these traits.

When Compared to Rivals, What Makes Your Company Stand Out?

Customers need to be convinced that you provide them with something unique and better than the alternatives.

Unique selling propositions (USPs) outline the ways in which a product or service stands out from the crowd. However, this is merely a fragment of the whole picture.

Your product or service needs to have a name and visual representation that set it apart from the competition.

In That Case, What Sets Your Company Apart From the Rest?

Is your company more welcoming? Is it true that you’re cheaper? Perhaps you are more forthright and prioritise the needs of your clientele.

Your brand should emphasise the qualities, stances, and practises that set your business apart from the competitors.

Who Exactly are You as a Brand, And How do You Speak?

Thinking about how your brand would talk is the next step after developing its character.

Maintaining a consistent tone of voice that reflects and promotes your brand’s personality attributes demonstrates self-awareness and commitment to the persona you’ve presented to the public.

In a one-on-one conversation with a consumer, how would you communicate with them?

That is where your brand voice needs to begin.

The Main Point

Differentiating yourself in a crowded market is impossible without a strong brand. 

In order to succeed as a business owner, you need to establish a distinct identity for your company.

By adhering to these seven guidelines, you’ll have a brand logo that people will recognise and a memorable catchphrase that will win over the masses in no time.

Make branding techniques that speak to your ideal customers and you just could turn them into devoted brand advocates. 

In this manner, you may keep ahead of your competitors while maintaining a robust market presence.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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