
¿Qué te hace ser quien eres? ¿En qué te diferencias de tus compañeros, de tu familia y de cualquier desconocido que veas por la calle? Las respuestas a estas preguntas constituyen tu identidad. Y de forma muy similar, las empresas tienen sus propias identidades.
¿Qué es la identidad de marca?
La identidad de marca es cómo deseas que se vea, se perciba y suene tu compañía. Se trata de cómo expresa la esencia de tu marca al mundo y, al hacerlo, da forma a la percepción que este tiene de tu marca. La identidad de marca gira principalmente en torno a los aspectos visuales de su marca que determinan cómo lo ve el público.
La identidad de su marca es lo que te diferencia de toda la competencia, incluso si venden el mismo producto o servicio. Aunque es útil ser consciente de los puntos comunes con tus competidores, la identidad de marca se centra en las diferencias. Encuentra y acentúa los aspectos únicos de tu marca y los comunicas estratégicamente a tu público.
Identidad de marca vs. Imagen de marca
Los dos términos, peligrosamente similares, son fáciles de confundir, pero te garantizamos que son aún más fáciles de distinguir una vez que entiendas a qué se refieren.
La identidad de marca es el conjunto de todos los elementos exclusivos de su marca que la distinguen de otras empresas, por ejemplo, el logo, el nombre, el estilo visual, la voz. La imagen de marca es la identidad de marca cristalizada en la mente de los consumidores. Es la opinión que se han formado de usted a partir de sus experiencias con su compañía.
En pocas palabras, la identidad de marca tiene que ver con usted y con la forma en que presenta su empresa, mientras que la imagen de marca tiene que ver con el público y la forma en que lo percibe. Por lo tanto, la imagen de marca se deriva de la identidad de marca. Cuando las dos se alinean, tenemos un caso exitoso de branding.

Componentes claves de la identidad de marca
Ahora que tiene una idea algo difusa de lo que es la identidad de marca, es hora de despejar la niebla hablando en detalle de sus elementos constitutivos. Como ya hemos dicho, la identidad de marca se compone de todos los elementos que dan un aspecto específico a una empresa. Veamos cuáles son esos elementos.
– Nombre de la marca
– Logo
– Eslogan
– Paleta de colores
– Tipografía
– Gráficos de la página web y de las redes sociales
Cómo crear una identidad de marca sólida
Ya sea que esté trabajando en sentar las bases de su nuevo negocio o que esté pasando por el laborioso proceso de cambio de marca, esta guía paso a paso le ayudará en el camino. Elaborar una identidad bien pensada puede parecer un proceso intenso, pero es perfectamente manejable con estos cinco pasos factibles:
- Establecer las bases
- Estudiar el sector y a los competidores
- Investigar tu público objetivo
- Diseñar
- Cuidar la identidad de marca

La identidad de marca es lo que separa tu empresa de todas las demás, destacando lo que es original y especial.
En el mejor de los casos, la identidad de marca es siempre consistente, pero nunca inflexible. La consistencia fomenta el reconocimiento de la marca, lo que hace que el diseño de su identidad de marca sea un éxito.
En la Sexta Décima te ayudaremos con el diseño de marca haciendo un logo adecuado que refleje tu visión de forma creativa. Envíame un correo a info@lasextadecima.com
Fuente: Renderforest
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