Brand Identity

BECOME VERY WELL

KNOWN

Brand identity incorporates several aspects, but most importantly, it is how a brand is known by its customers and the public. A brand identity is not simply what the brand describes it as. It’s more about how consumers view it and think about it. The core values and qualities of the brand need to be steadfast to build trust with existing customers and attract new customers. These core values, paired with the logo, corporate colors, products, services, and promotions, are all a part of the brand identity.

A brand identity can be one of the most valuable differentiators for any company. It can become a distinct quality that the competition can’t compete against. A strong brand identity provides consumers with a sense of trust and reliability that makes it preferred and can demand premium prices. It must consistently deliver upon the promise to strengthen and grow the brand identity.

As brands grow, it’s more complex for the brand identity to stay authentic to the core values. More people, partners, and processes create more opportunities for gaps in the customer experience.

Learn About Our Services

BRAND ID DEFINED

A brand identity needs to be well-defined to make it clear to anyone responsible for executing on behalf of the brand what works. Too often, brands can fall victim to a simple misalignment that could’ve been avoided with more brand clarity. However, defining the brand without limiting it can be challenging.

An examination of the brand values, existing and new customers or audiences, and how it compares to other brands helps to focus on unique characteristics that set a brand apart. It is these key attributes that become the distinct identifiers of that brand. They become definition of the brand. Without them the brand is not the same.

Using examples, visuals, and brand standards to communicate to employees, partners, distributors, and others helps to ensure the brand ID is being represented consistently. These tools enforce the brand definition and create the repetition necessary to achieve brand awareness.

“77% of consumers make purchase decisions based on brand name.”

BRAND IDENTITY TOOLS

Documents and tools are useful to manage the brand identity and to keep it consistent across departments and partners. These tools include not only the art files and standards but also less tangible assets such as brand personas, brand emotions, brand expectations, and overall examples of how to represent the brand to keep it “on brand” and in alignment with the intended brand identity.

It’s the little things that matter. When a brand has a consistent identity, it allows the people responsible for delivering that experience to do a great job because they understand the expectations. It also helps with decision-making because if the budget and the brand identity don’t align, then it forces tough decisions that are led by the commitment to staying aligned with the brand identity.

“81% of consumers need to trust a brand to consider buying it.”

BRAND PERCEPTION

The perception of a brand is the brand identity. It doesn’t matter what all the documents and tools say if the product and customer experience doesn’t deliver as expected. Little things that may not seem like a big deal can begin to alter the brand identity and erode brand trust. It’s important to stay in communication with the customer to continuously measure and evaluate the brand perception.

The customer communicates by their interest, purchases, reviews, and surveys. Custom surveys can be a great way to interact with the customer while collecting valuable first-party data. This data provides insights that help to shape the customer experience and drive innovation of future products. The connection with the customer is valuable to understand the customer’s preferences.

BRAND IDENTITY BENEFITS

Brand Awareness

The benefit of brand awareness occurs when the brand delivers a consistent appearance, quality, and values to customers. It becomes known for qualities that become inherent to the brand. People become accustomed to seeing and experiencing the brand so that even in the absence of the logo, they can identify the brand.

Brand Loyalty

Loyalty is the reward of a consistent brand identity. The consumer knows the brand and trusts the brand. Therefore, will pick that brand over others regardless of pricing or promotion. It’s powerful, which makes it nearly impossible for competitors to compete.

Ease Expanding

This also means that when the brand introduces new products, people will expect the new product to be consistent with the brand identity of other products within the portfolio. People will be more willing to try it as they have familiarity and awareness of the brand.

Let’s talk

Work smarter, not harder •

Give your business an advantage •