Brand identity is a collection of elements that a company uses – through logos, colors, and more – that convey their “image” to the consumer. Brand identity is what makes your customers recognize your business against all other competitors. That’s why it’s so important – it becomes the driving force behind customer loyalty and relationships.
So how do you develop a brand identity that operates the way you imagine it to? Where do you start? The truth is you don’t have to be a brand new business or a start-up to start developing a branding identity.
Know Your Business
The first step is actually sitting down and acknowledging who you are and what your business is about. Ask yourself these questions:
● What is our mission?
● What do we believe in?
● How do we communicate?
● What makes us unique or special?
When you start answering these questions, you start to reveal the brand identity traits that your company possesses. Maybe you’re focused on a creative, millennial approach to connecting with consumers. Or maybe you’re a more traditional, highly corporate-focused business. These acknowledgments are your “starting ground” – and you need ground to stand on before you start building.
Understand the Elements of an Identity
A brand identity is not just a logo. The “identity” of a company is its ability to be consistent with their “brand” across the board. Typically, that means in a variety of cues and visual aides like:
● Products and Packaging
● Marketing Materials (Flyers, Posters, Stationary, etc.)
● Apparel and Uniforms
● Messages and Missions
All of these elements combined together form the branding identity. It is not enough to design a logo, upload it to your social media page, and expect your company to move mountains when it comes to customer loyalty and recognition. The identity of your company is a combination of several elements, coming together to form traits and messages about your business that is unique to it.
Why It Matters
Remember, a branding identity is more than just making sure everything looks the same and that your company is recognizable. A brand identity tells your customers what they need to know about you! Look at a major company like Apple. They’ve developed a branding identity that tells their customers all of their products are sleek, elegant, and high-tech. Whether that’s true or not, their marketing and identity across the board are consistent. Their customers already trust and respect the message that they convey: sleek products with innovative tech.
When your identity is cohesive, it makes it easier to roll out new campaigns, new products, and see consistent profit. Your customers are loyal to your message and want to support you.
For more information on brand vs. branding identity, check out: http://blog.brandisty.com/brand-management-blog/the-difference-between-a-brand-and-a-brand-identity/