Why does brand identity matter?

Brands differentiate from one another due to different brand identities. All the distinguishable brand elements are used in order to promote the brand, based on specific set guidelines and consistency.

Brand identity is really important as it includes all the visual elements which enhance the brand experience.

Brand Image

The brand identity is the actual outward expression of the brand. The inner customer perception of the brand is the brand image. The development of a brand image is based on a strong brand identity.

The main challenge of any marketer is to generate a brand image similar to its identity.

Differentiation

A brand differentiates itself from other players through its identity. Differentiation is highly important in positioning strategies within the marketplace.

Consistency

Consistency is the most important aspect of branding and can be supported through a strong brand identity, within specific set guidelines. Consistent communication depicts high quality standards and professionalism, not to mention the power of habit created in consumers’ behavior.

Personality

A brand identity is the visual representation tool to express a brand’s personality. In this same way, a brand is the persona of a company, and it will support the customer’s first impression.

The Key Items in Branding

Branding is the big holistic image. It describes the expected results of a product, service or individual. The essential element is setting clear, accurate expectations of what is being offered and why. Image and consistency play a huge role, as well.

When it comes to a product or service offered, the quality is quite often the branding technique referenced. If the quality decreases, the branding process results in a false image and the brand reputation gets diminished.

Rebuild and Repair

Establishing and building a brand is really simple compared to repairing and replacing a damaged brand or image.

When the brand image of a product, service or person is damaged by a defective product, poor quality or reckless activity, a reputation management company may be solicited to reconstruct and repair the damage. However, repairing is not always advisable, and a lot of times re-branding is the best solution.

Common Mistakes in Branding Processes

When it comes to branding it’s not uncommon for companies to make mistakes that weaken their branding efforts. The most common mistakes include:

  1. Inconsistency in communication
    • Consistency in messaging is key when it comes to building your brand. A lot of times companies work to brand certain components really well, while forgetting to do the same with others that might seem less important at the first glance.
  2. Lack of internal training
    • There are a lot of companies that launch a new brand, but fail to train their employees and get them onboard. The employees are the walking billboards of a brand. Therefore, they have to understand not only the
  3. Lack of updating marketing materials
    • Always ensure marketing material refresh and that all materials are on message, so that the brand is front and center. It’s not necessary to redo all marketing materials, but it's vital that to create updated materials that share core services and offerings.

Tips and tricks for continuously developing a strong brand identity

  1. Sell the brand, not the product
    • People don’t buy what you do, they buy why you do it. Therefore, what will keep your leads with you long enough to convert to sales stems from the impression, the perception, the story, the values you cultivate, which basically enclose your brand.
    • The quality of the product or service will easily go unnoticed with poor customer experience. The brand has to excite your target audience. Otherwise, they will simply go elsewhere.
  2. You are only as good as your art and copy
    • Art and copy play a huge role in making up brand identity. Any landing page should have descriptive copy that potential clients can relate to, with design that reflects modern UX best practices. This applies no matter what the business is and how big it is.
  3. It’s OK to rebrand
    • It’s perfectly okay to rebrand, especially if there is a real need to change a company’s perception in the eyes of potential clients.
    • If the rebranding is done sensibly, no audience is going to be frightened away. On the contrary, the business will grow.

If you need more brand identity advice and consultancy, please reach out and we’d be happy to assist with any inquiry. 

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