What is a brand?

The word “brand” is used pretty loosely these days. For example, people might use the word “brand” to talk about logos, though a logo is just one part of a brand. It’s a symbol that represents a deeper emotional tie.

“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”

A logo, packaging, typography, and personality all represent a brand, along with customer service, price, product quality, and corporate responsibility, but a brand is a bit more intangible. It’s emotional, visual, historical, and human. It’s an experience that separates different products and services in a world where quality is often comparable or the same.

What is brand identity?

Brand identity is the face of a brand. As discussed in the previous section, a brand is an emotional and even philosophical concept, while brand identity is the visual component of a brand that represents those larger ideas.

Brand identity includes logos, typography, colors, packaging, and messaging, and it complements and reinforces the existing reputation of a brand. Brand identity attracts new customers to a brand while making existing customers feel at home. It’s both outward- and inward-facing.

It’s vital that brand identity be consistent. Because it’s representing and reinforcing the emotions of a brand, the message portrayed by brand identity components needs to be clear, and it needs to be the same no matter where it’s displayed.

To manage brand identity, organizations should invest in a brand management system that helps them stay consistent while still having the flexibility and the speed necessary to succeed in today’s market. Components of this system might include a style guide, brand management software, and employee training.

Brand identity is important for a successful business

Personality: A brand identity is the visual representation of the values and “personality” of your brand. Identity design essentially sets the tone of your brand, and it can be used to evoke specific feelings in your audience. Your brand identity should be designed to communicate your company’s overall message and promote your business goals.

 Consistency: Developing a brand identity allows you to create a consistent message across all marketing materials. Each piece should have the same basic styles and design elements, creating a cohesive branding package.

Differentiation: A brand identity helps you to differentiate your business from the competition and appropriately position your brand. Developing a professional, creative identity design can help you to stand out to potential customers in your market.

Awareness: Creating a brand identity package ensures that your brand is at the forefront of all your marketing materials, which helps to increase brand awareness. The more places your brand is featured, the more contact it will make with consumers, and the more memorable it will be.

Loyalty: An effective brand identity can help to build customer loyalty and trust in a brand, since it allows customers to make a connection between a product and the company.

Still need convincing?

Here’s the rub; get yourself a strong brand identity and

  • You’ll start getting more business and more of the sort of business you want
  • Larger organisations will take you seriously
  • A strong brand makes it easier to build your business to be the shape you want

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