{"id":9332,"date":"2025-05-01T12:51:32","date_gmt":"2025-05-01T10:51:32","guid":{"rendered":"https:\/\/sebastian-klammer.de\/?p=9332"},"modified":"2025-08-31T13:10:43","modified_gmt":"2025-08-31T11:10:43","slug":"brand-identity-how-a-brand-is-created","status":"publish","type":"post","link":"https:\/\/sebastian-klammer.de\/en\/brand-identity-how-a-brand-is-created\/","title":{"rendered":"Brand Identity: How a brand is created"},"content":{"rendered":"

It all starts with a business idea. Ideally, a good one! You want to sell a product the world desperately needs or you plan to offer a service that makes people’s lives easier. You have the idea \u2013 but how do you bring it to market, and how do you make people notice it? The answer is: creating a brand identity.<\/p>\n

When you start a new business, the most important thing \u2014 besides having a good business idea \u2014 is to become visible to your potential customers. After all, what good is the best product if no one knows it exists? When they hear about branding, most people will think: Sure, I need a logo! That’s true, sort of. Because what you really need is a brand! The logo is only a part of that.<\/p>\n

What is a brand?<\/h3>\n

A brand is more than just a logo or a name. A brand is the identity of your company, product, or service \u2014 the personality of your business, if you like. Its purpose is to create a certain impression in the minds of consumers. Your brand should differentiate you from your competitors, create trust, emotion, and recognition.<\/p>\n

In the legal sense, a trademark is a (protected) mark that distinguishes goods and services. Trademarks can be words, letters, numbers, images, colors, three-dimensional shapes, or sounds.<\/p>\n

A brand consists of various components \u2013 these can be visual elements like a logo, a color scheme, or a specific typography, but also verbal elements such as the brand name or a slogan. Many companies also use sounds as part of their brand. A brand also includes emotional and symbolic values: your brand personality (e.g., innovative, sustainable, luxurious), your brand values and messages (e.g., fairness in Fairtrade products), or the image you want to convey. Your image determines how your brand is perceived by the public.<\/p>\n

Functions of a brand<\/h3>\n

Your brand should have a clear and concise brand design. This helps you audience to identity your brand and ensures high recognition. Brands convey messages and values and enable a consistent presence across all communication channels. They create an emotional connection by building trust and facilitating identification. This is the purpose of brand identity. It defines who or what your brand actually is.<\/p>\n

Branding: How is a brand created?<\/h3>\n

The creation of a new brand \u2013 or a new brand identity \u2013 is a process that involves several steps. Strategic thinking, careful planning, and creativity play very important roles. The key steps in developing a new brand are:<\/p>\n