Your brand’s identity is important to the success of your business. We frequently define brand identity as the branding choices that comprise your visual marketing.
On the other hand, brand identity encompasses more than just branding decisions. You can apply all of your brand values to any visual elements used to promote your business by creating a brand identity. There is more to a brand’s identity than just a logo or a sign.
A strong and influential brand identity serves as the foundation for all your brand awareness activities and may be crucial in marketing your company, services, and products. Your brand identity is also affected by external variables, such as how the public perceives your organization.
What exactly is a brand?
A brand is the emotional and experiential aspects that feed others’ perceptions and beliefs about a company. It is a constant tone or visual voice that expresses the company’s competitive advantages and market position.
A brand is evaluated from two perspectives –
- The brand’s desired perception.
- What does the client think about it?
The company’s side of the narrative is represented via its brand identity. It is how the corporation believes consumers should view it. Efforts such as building a brand image, design, and personality are some techniques used to make the brand stand out from the crowd of competitors.
What is a Brand Identity?
The importance of brand identity in communicating goals cannot be overstated. It is divided into three primary parts: color, design, and logo.
As a result, advanced branding software generates design concepts to assist your company in developing a strong identity. It is critical to comprehend the business market niche to develop the company’s actual identity, which will be strengthened by an outstanding brand identity design.
You can create a brand identity through the branding process: a collection of tangible expressions of your company, such as your logo, colors, typography, and voice. The more distinct, unique, and unified these characteristics are, the more likely they will build a diverse, recognizable, and admired brand.
So, while creating your company’s brand identity, be deliberate and ensure that each aspect contributes to the overall impression you want to leave with your customers. Simply remembering the distinction and importance of the often-confused terms—brand, branding, and brand identity—is a step on the right path toward developing the next cult brand.
Why Brand Identity is Important?
Aside from the premise that brand identity is what distinguishes a brand in the market, below are some reasons and benefits highlighting the importance of brand identity:
1. Raises Brand Awareness
Since your brand is featured in your marketing materials, a strong brand identity helps improve awareness of your services and products. This increases visibility and leads to more potential buyers seeing your brand and boosting sales for your company.
2. Distinguishes Your Product from the Competition in the Market
Brand identity is critical in distinguishing your company from the rest of the market competition. It differentiates your company and helps it stand out from the crowd of similar products or services in the market. It ensures uniqueness and allows you to appeal to potential consumers.
3. Helps create an appropriate Brand Image
Brand image differs from brand identity in that it refers to how consumers perceive the brand. Having an identity is critical for a business since it gives rise to a brand image. However, it is the marketer’s responsibility to help clients build an image of the brand that is comparable to its identity.
4. Creates your Brand’s Personality
A brand identity graphically represents your company’s underlying principles and personality. Your brand’s essence expresses your organization’s overall message and supports commercial goals.
Your company’s identity design could be crucial in establishing the general tone of your company or the type of services you provide. Contact a professional branding agency if you need assistance with your company’s branding. You can never go wrong with pros because they promise quality services at reasonable prices.
5. Ensures Uniformity
A strong brand identity enables you to develop a consistent and ever-consistent message throughout all of your marketing endeavors or products. This is where the importance of branding is emphasized. Since all of the designed materials will have the same style and design, you will have a powerful branding strategy.
It would be beneficial if you attempted to use the same font for all products and services linked to your brand. This creates stability and a readily recognizable brand. As a result, the public may easily identify your products as a result of the emotions they feel towards them.
6. Helps to Build a Loyal Customer Base
A strong brand identity can help you establish a devoted customer base. Additionally, it boosts consumer confidence and trust in your business. Wilson Wings, a top branding agency in Bangalore, can assist you with this.
An influential brand identity allows your customers to connect a product and the business itself, ensuring that they continue using your services or buying your items. Creating corporate swag for your company is also a smart idea. Customer loyalty allows your company to prosper despite severe competition from a similar company. It is almost certain that customers will choose your products over the others.
7. Generates Higher Capital due to Higher Demand
Branded products can command premium prices than unbranded products. This is because powerful brands instill trust and are connected with particular expectations. Apple and Microsoft, two long-standing rivals, are likely the finest examples in this instance.
Although Microsoft’s products are frequently on par with Apple’s in terms of technology, Apple has garnered a loyal following through its branding. Its technologies are regarded as advanced, contemporary, and innovative. As a result, buyers will pay a premium for Apple products even if their capabilities are quite similar to far cheaper competitors. When it comes to smartphones, 63% of consumers pay close attention to a brand.
So why brand identity is important? Because a strong brand convinces customers that they are paying for quality.
The Essential Elements of a Brand Identity
Although the brand name, logo, and slogan are key brand identity components, they are not the only ones. It encompasses all of the visual and non-visual elements that contribute to the brand experience.
Visual Components
Brand Name: A brand name is a name chosen by the brand strategist to identify and differentiate the offering from others.
Brand Logo: A logo is a written and/or visual symbol that represents a product or service.
Brand Tagline: A tagline is a short, memorable phrase that quickly and effectively expresses the brand message.
Color Palette: A brand’s color palette is the collection of colors used in its marketing materials.
Imagery: A brand’s imagery is the collection of distinct pictures and visuals used by a brand to deliver its brand message.
Typography: is the art and technique of arranging letters and words in a way that is characteristic of the brand.
Non-visible Components
Brand Personality: The set of human traits/characteristics attributed to the brand is called brand personality. The visual brand identity aspects and client contact contribute to this personality.
Brand Voice: Brand voice is the consistency in word choice, attitude, and brand values while addressing the target audience and others.
Brand Associations: things other than the brand that the buyer believes are associated with the brand. These include celebrities and other influential personalities, partner brands, and more.
Examples of Brand Identity
Apple
When compared to other brands, Apple has one of the most distinct identities. The usage of the letter’ i’ before every product, premium price, the style, the logo, and the voice all serve to define and distinguish it.
Coca-Cola
Coca-Cola has had brand identity tactics in place since the early twentieth century, associating red and white colors and the emotion of enjoyment with its brand. The brand also uses a unique shape for its bottles, distinguishing them from the competitors. The marketing messaging has also remained consistent- a high-quality soft drink associated with positive experiences.
How to Create a Brand Identity
Understanding the significance of having a strong brand identity is the first and most important step in developing a customer-focused brand identity. The next stage is to figure out how to establish that brand. This is where you will need to focus on the importance of branding. You should evaluate the points at which clients interact with your company. The following aspects of your brand’s identity have an impact on brand awareness:
- Visual identity
- Advertising Publications
- Interactions with customer service personnel
- Press coverage
- Email promotion
It is advisable to think about how you want your clients to feel after dealing with your company. You want to give your brand’s consumers the best experience possible.
The Value of Brand Identity in the Workplace
Customers and marketing teams are not the only ones who value brand identification. Your company’s branding may also impact your recruitment process and employee retention.
Employees, like customers, like to stick with companies that match their values. They are willing to accept lower pay if they believe their employer’s brand aligns with their own. Companies with poor branding pay 10% more in wages.
Furthermore, more than 90% of people would consider quitting their current employment if they were offered a position with a reputed company. Assume your company has a strong brand identity. In such a situation, qualified individuals will flock to your job opportunities more regularly, and value signaling will control the expectations of suitable applicants. A strong brand can greatly cut hiring and training costs.
Don’t Ignore the Importance of Brand Identity
Brand and brand identification has become increasingly important in the last decade. Agencies are concerned with recommending branding solutions to companies, and entire teams are devoted to ensuring success in this field.
Needless to say, investing in brand identity might necessitate a significant amount of time and money. You may wonder why brand identity is important and how it might help your business. Let’s review everything we have learned from this post by evaluating its meaning in modern companies.
A strong brand identity can influence your clients’ perceptions of the quality of your products and services. This allows you to enjoy a price advantage. Brand identity enables you to cultivate loyal consumer relationships while increasing your bottom line. It also increases your position in the employment market, allowing you to attract better talent and keep employees who share your values. However, in order for the brand identity to be real, it must flow through everything in the organization, which is no easy task given the various locations, time zones, and platforms.
Wilson Wings assists small and large businesses in embracing their principles and developing a strategy for a strong brand identity. Contact us today to learn more about how we can help you profit from your brand. Also, check out our blog page for interesting and informative articles on other related subjects.
