The steps a company or brand should take to build a strong, cohesive, and consistent

Brand Identity will vary, but a few points apply broadly to most:

1. Analyze the company and the market. A complete SWOT analysis that includes the entire firm—a look at the company's strengths, weaknesses, opportunities, and threats—is a proven way to help managers understand their situation to determine better their goals and the steps required to achieve them.

2. Determine key business goals. The brand identity should help fulfill these goals. For example, if an automaker is pursuing a niche luxury market, its ads should be crafted to appeal to that market. They should appear on channels and sites where potential customers are likely to see them.

3. Identify its customers. Conducting surveys, convening focus groups, and holding one-on-one interviews can help a company identify its consumer group.

4. Determine the personality and message it wants to communicate. A company needs to create a consistent perception rather than trying to combine every conceivable positive trait: utility, affordability, quality, nostalgia, modernity, luxury, flash, taste, and class. All brand elements, including copy, imagery, cultural allusions, and color schemes, should align and deliver a coherent message.

1. Research your target market
   
2. Determine your brand’s voice and personality
   
3. Choose your business / brand name wisely
   
4. Write your brand story
   
5. Create a brand style guide
   
6. Design your logo and brand assets
   
7. Apply your branding across your business