What is ‘Brand Identity’?
Per Investopedia, a company’s brand identity is “how that business wants to be perceived by consumers.” Typically the elements of a company’s brand identity are their name, logo, tone, tagline, and typeface. Anything created by the business to reflect “the value the company is trying to bring to the market and to appeal to its customers” factors into brand identity.
Brand identity is very important. It’s a statement to the world of who we want to be. Brand identity let you convey who you are and what a potential customer should expect from your business. Any adjective you could dream up can be conveyed through brand identity alone! Brand identity is not to be confused with our brand image – the term for how consumers actually perceive the brand (more on that in a later blog).
How do you Develop a “Brand Identity Strategy?”
The steps a company needs to take to build a strong, cohesive and consistent brand identity will vary, but a few points apply broadly to most:
- Analyze itself and its market. A full SWOT analysis – a look at the company’s strengths, weaknesses, opportunities, and threats – that includes the entire company is a proven way to help a company’s managers understand where they’re at so they can better determine where they’d like to end up and how to get there.
- Determine its key business goals. The brand identity should help fulfill them.
- Identify its customers. Who is the company trying to reach with its products/services?
- Determine the personality and message it wants to communicate. What does the company want its market to perceive?
Get the message right!
On its face, getting your market to know who you are and what you sell may seem a simple task, but it’s critical to gaining a competitive advantage. While awareness can be critical to the success of a company, it’s important that the kind of awareness is associated with something positive.
The messages companies try to communicate are rarely complicated, but making them effective requires ensuring that all the elements of a company’s brand identity work cohesively. Successful brands such as Coca-Cola, Nike, Starbucks, and Apple have achieved this difficult task. What may come to mind when you think of these brands are, respectively, “refreshing,” “fast,” “morning coffee” and “sleek.” Getting that kind of strong and positive brand association can help make a company and its product “top of mind” to its customers.
There is a lot more to this that is typically covered under the term “Branding” or “brand image” that we’re going to get to in another blog. That’s the what, the why, and the how of making sure that your visual components and voice (written and spoken) are working together to form the right perception of your brand to those who see and interact with you online. Keep your eyes peeled for that!
We’re always focused on building the perfect brand identity for our customers. Contact us if you have any questions about how we can help your business out. You can even get a free quote! We will get you on your way towards developing the right brand identity that will make customers think of you and your product.