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What is Brand Identity?
Brand identity is the set of features that define the values and mission of your business. Your company logos, product designs and corporate ethics; are all part of your brand.
The goal is to use these visual and physical elements to create a positive impression on your customers. Brand identity also: Brand-Identity_ Coca-Cola-brand
- Give your products a unique feel
- Show clients who you are and how you solve problems
- Convey how you want customers to feel when they use your product
For example, what words, visuals, or emotions come to mind when you think of Coca-Cola? Its iconic red logo? Classic hourglass shape? Refreshing taste? A sense of tradition and cultural significance?
Every time you use a crop, you create your perception of its brand. When customer perceptions closely align with brand identity, the company is doing a good job of engaging its target market.
Benefits of a Unique Brand Identity
It may seem inconsequential to run a business that doesn’t have a distinctive brand identity. After all, you can always find customers by promoting the benefits of your product. However, customers don’t just judge products based on price and quality. Some purchase decisions are made based on status or lifestyle preferences.
For a competitive advantage, consider the following reasons to take control of your branding.
Consumer Loyalty
Many consumers choose Apple products because they are innovative, modern, and user-friendly. Others prefer Samsung products because they are affordable, customizable, and highly compatible. Creating a brand identity remains like starting a friendship. It lets consumers know that you understand who they are and have something in common with them.
Market Segmentation
A brand can convey many characteristics. Luxury. Value for Discounts. Leisure. Prestige. An identity segments your market and attracts consumers willing to pay your prices. Setting too low prices makes it very difficult to cover its expenses and generate profits. So it’s never worth chasing after consumers who will never value your product.
Brand Consistency
A well thought out brand acts as a guide for business decisions and goals. When you and your customers are happy with their transactions, you better provide good service. You start to focus on everything you do, satisfying your audience. Your product development, promotions, customer service, and social media marketing become more efficient.
Brand Equity
The main brand identity becomes a valuable asset and self-marketing device for a business. Corporations cannot control every second of a customer’s product experience. They depend on branding to take an ongoing conversation with customers. Over time, customers connected to your brand become ambassadors in your community. They are an influence for others to try your products.
How to Build a Successful Brand Identity
Brand identity requires further evaluation because each element and marketing method has to reinforce your company’s key principles and objectives. Involve your current customers and employees in the process, as they can tell you with certainty where your brand identity and services are successful and where they need improvement.
You can start with a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) to choose and identify your business niche.
- Strengths: Think about what you do well then your competition. What advantages does this offer your business?
- Weaknesses: Think about the flaws that make your business less attractive than the competition. (e.g. price, location, product, variety)
- Opportunities: Think about near emerging industry trends or customer needs. Are there opportunities to reach new markets?
- Threats: Evaluate the obstacles that hinder the productivity of the business. What factors threaten your ability to see the stresses of the future.
Once you see your niche, start developing the elements of your brand identity. Think about the type of clients you need to reach and the impression you want to make on them.
Choose Visual Images that Strengthen your Identity
Technology brands often choose simple, elegant logos that represent modernity and convenience. Fun, family-oriented brands often use vibrant colors and distinctive fonts. Remember that the most memorable brands stand out because they introduced an interesting product or packaging design to the market. Crocs and Pringles are common products with a twist.
In today’s connected society, customers have quite a bit of power, enough to make or break a business. As a result, brand identity can become negative if a company fails to deliver on its promises. The same goes for too vague, confusing, or inconsistent branding. Ask your customers for feedback about your brand to ensure their perceptions are similar to yours.
Stay Attached to your Brand Identity
A successful brand identity is not easy to create. But it can improve sales, make product launches easier, and simplify the long-term growth of your business. Think about it. If brand identity weren’t important, you would feel comfortable buying any product that met your basic needs.
Yet you repeatedly choose products from companies with reputations you trust. Define your brand identity now. You will gain loyal customers who will be happy to make continued investments in your products and services in the long run.