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Brand Identity - What is the core identity of your brand?

Core Identity

Think of this as your brand's anchor. It's that steadfast, ageless spirit that defines your brand's DNA. Regardless of the new styles or collaborations you roll out, this core essence is unwavering.

Example: Consider Vans shoes. At its core, Vans exudes a sense of rebellion, skate culture, and a laid-back Southern California vibe. Whether it's their classic slip-ons or a high-top skate shoe, this vibe is consistent.

Vans Shoes
Old School Vans Ad

Extended Identity

Now, while the core is your brand's compass, guiding its direction, the extended identity adds the zest. It dives deeper into the nuances that are rooted in the core but brings out more texture, characteristics, and specifics.

Example: Diving deeper into Vans, their extended identity might encompass their involvement in skate parks, music festivals, and collaborations with artists or pop culture icons. These elements strengthen their core identity of skate culture but add a broader perspective to what the brand represents.

In a nutshell, the core identity is your brand's unwavering soul, while the extended identity brings out its vibrant personality.

How Do You Develop Your Brand Identity?

Developing a brand identity isn’t just about picking a logo or choosing a catchy tagline; it's a deep dive into the essence of what your brand stands for. Here's a step-by-step guide to help you shape yours:

  1. Define Your Brand's Purpose: Before anything else, ask yourself: Why does your brand exist? What problems does it solve or what values does it represent?

  2. Understand Your Audience: Research and identify who your target audience is. What do they value? What are their needs, preferences, and pain points? This will help you tailor your brand identity to resonate with them.

  3. Develop a Unique Voice and Tone: Just as individuals have unique ways of speaking, your brand needs its own voice. This voice should reflect your brand's personality, whether it's casual, professional, playful, or authoritative.

  4. Choose Your Visual Elements: This includes logos, color schemes, and typography. Remember, each color and design choice communicates something different, so ensure they align with your brand's essence.

  5. Stay Consistent: Once you've defined your brand identity elements, consistency is key. Ensure that every touchpoint, whether it's your website, social media, or physical products, reflects your brand identity.

  6. Feedback and Evolve: As with anything, it's essential to get feedback. Understand how your audience perceives your brand and be open to evolving based on that feedback. Remember, while your core identity remains stable, the extended elements can adapt over time.

Thanks for reading!

-The Newton Agency


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