Think of your brand identity as a visual elevator pitch. Your brand identity is the face and personality of your business. Your company’s personality is shown through how you present products, communicate to customers and build relationships. Brand identity is all about how your company presents and follows through with those interactions.
What Is Brand Identity?
When thinking about brand identity, a few questions need to be asked:
What do you want people to think when they see you?
How do you want people to feel when they interact with you?
Do the expectations of your business’s personality align with the reality of your customer’s experiences?
Brand vs. Logo
A common misconception in the advertising world is that your logo is your brand. If you think that, you’re not completely off. The main difference is that brand identity is an umbrella term for your whole brand and your logo is a category under that umbrella. Your logo is like an introduction to your brand, not your brand itself.
How Do Brands Benefit Consumers?
A lot of brand identity is relationship building. Establishing your brand over time enables credibility; your brand consistency will show your personality so your customers will be able to recognize you.
What happens after recognizability? Trust. Customers want to go to a business that they trust. When you have a strong, consistent brand, your customers will feel safe and confident when they go to you for their needs.
What Is The Importance Of Branding In Business?
Your brand identity is a crucial element of your business’s success. Your brand is not only your logo and design, but it is how you interact with customers, how you advertise your products, and how you display your values, both spoken and through action. Your brand is the key identifier for customers and competitors to know the who, what, why, and how of your business. Your brand establishes your authority so that you can be a leading voice in your market.
5 Major Benefits of a Strong Brand
We know that branding is important for your business, so let’s take a deeper look at how your business can benefit from creating a strong, established brand.
1. Brand Recognition
A brand is an association with your company. When you have a strong brand identity, then customers will be able to recognize you and associate your brand with your product and services.
Brand recognition plays a big role in advertising. If you see a polar bear with a red scarf in a commercial, you’re probably going to think of Coca-Cola. If you hear soothing and emotional music in the background of an ad, there’s a good chance you’re listening to a Google advertisement. The tone and symbols adopted by a brand lead to associations we make every single day.
Branding is everything. If your customers and competitors can recognize your brand, it means your business moves to the forefront of their minds. Having a strong brand will lead to that recognition.
2. Establish Trust to Gain Credibility
Consistency is the key to trust. Credibility takes brand recognition a step further. When customers and other businesses in your market see your brand consistently, then your brand becomes one of the faces for your market.
Brand identity development will take time; credibility and trust need to be earned. A great way to earn your authority in your market is to be forward and confident about your brand. In turn, your customer base and competitors will feel confident about your business as well.
3. Confidence in Your Mission
What is your business passionate about? Why are you providing the services you are supplying? And why should people care?
Brand identity solidifies your mission. When you are confident in your brand, which again, is your business’s personality and identity, then you can stand firm in your mission. Be a business with a purpose, and let others know about your purpose, too!
4. Make and Keep Loyalty
When you believe in your business and let people know by your branding, others will hop on board. One of the many advantages of branding is if you have a brand that your customers love, they’ll want to share your business with others.
A strong brand will essentially make its own ambassadors. If your customers believe in your mission and love your branding, they’ll want others to experience it too. In this way, you’ll keep the loyal customers you already have and gain even more.
5. Importance of Personality
Establishing your personality is one of the main benefits of creating a strong brand because your personality represents what you stand for and what experience your customers will have.
Amir Kassaei, the CCO of DDB global, says “a brand is not a product or a promise or a feeling. It’s the sum of all the experiences you have with a company.”
Your brand represents who you are. Your brand tells a story through your website, products, business cards, infographics, in your stores, and during interactions with clients and customers. What do you want your brand to say about you?Establishing your brand identity is a project that involves research about your audience and time to develop your identity. Branding your business also does not have to be done alone. Our SEO, marketing, and design experts are here to work with you. We’re here for you if you have just a quick question about your brand or if you need help starting the whole process! Connect with us for a chat, we’re looking forward to hearing from you!