5 Reasons Why Brand Identity is Important for Your Business
The best products or services in the world can easily be forgotten nowadays as we’re overwhelmed with an incredible amount of information every day. Did you know that, as connected individuals, we are exposed to between 6000 and 10,000 ads a day on average? This, in turn, decreases our attention span. That’s why, using the right tools,such as a strong brand identity, to ensure your brand is memorable is key to setting yourself apart from the competition and achieving success.
In this article, we’ll define brand identity before explaining why it’s so critical to any businesses long-term success.
What is brand identity?
Once you’ve defined your values as a business you need to apply them to the visual elements you might be using to promote your brand. These visual elements including logos, shapes, colour palettes or type of imagery you choose to use, will give your brand a unique personality that will resonate and stand out in the mind of your consumers. The idea behind the brand identity concept is to make your customers instantly associate these visual elements with your brand and turn them into loyal
customers. Developing a cohesive and consistent brand identity across all marketing collateral such as your website or your newsletters is key as this will help you connect with your customers on a deeper level.
Why is it so important?
● Defines personality
Your brand identity reflects your business culture and your personality as a brand.
It’s a critical way to establish your brand’s traits and give your brand recognisable human characteristics and qualities to create a deep and long-lasting connection with your customers. Your brand personality will define how you communicate and behave with your customers.
Every single successful company has managed to create human traits and characteristics that are associated with their brand. Amazon, for instance, has carved a reliable and sincere personality for their brand whereas Apple could be described as sophisticated, stylish and creative if the brand was a person.
The idea for you is to personify traits your audience can connect with based on the products or services you offer so that your brand becomes relatable.
● Creates differentiation
A critical way to establish your brand’s traits and give your brand recognisable human characteristics and qualities to create a deep and long-lasting connection with your customers. Your brand personality will define how you communicate and behave with your customers.
Every single successful company has managed to create human traits and characteristics that are associated with their brand. Amazon, for instance, has carved a reliable and sincere personality for their brand whereas Apple could be described as sophisticated, stylish and creative if the brand was a person.
The idea for you is to personify traits your audience can connect with based on the products or services you offer so that your brand becomes relatable.
● Enables consistency
Developing a brand identity allows you to portray your brand the same way across all marketing collateral including product packages, any online communications or in-store promotional material. Keeping the same visual elements across all of your marketing and communication channels is a great way to create cohesive branding. This ensures customers can easily identify and recognise your brand. Being consistent with your brand identity will make your business more memorable for both your potential and loyal customers.
● Builds loyalty
If you’ve crafted your brand identity the right way (using human traits and characteristics to invoke special feelings and emotions, be consistent with your visuals across marketing collateral etc…), you should be able to form a long-lasting connection with your customers and ensure their loyalty as they’ll connect specifically with your brand. They’ll love everything about it including how your brand talks, behaves or innovates. They’ll feel as if they know your brand and they can trust it as they’ll relate to it.
● Enhances credibility
If your company invests the time and effort into crafting a strong brand identity that connects with your customers and makes them feel exactly what you want them to feel, chances are customers will recognise your efforts. This will demonstrate how committed you are, help you reinforce your credibility and reassure them you’re here to stay!
We hope this article has shed some light on the importance of brand identity for your business. Your brand identity is as important as the quality of your offer and, as the cornerstone of branding power, it will help drive your success.
If you need help creating the right visuals to support your values and provide your business with a cohesive branding, get in touch here. Our team of graphic designers will be happy to assist you!
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