As competition creates infinite choices, companies look for ways to connect emotionally with customers, become irreplaceable, and create lifelong relationships. A strong brand stands out in a densely crowded marketplace. People fall in love with brands, trust them, and believe in their superiority.
Brand has three primary functions: navigation, reassurance, and engagement. Brands help customers choose from an ocean of choices. Besides, brands communicate the intrinsic quality of products or services that assure customers that they make the right choice.
Brand identity is tangible and appeal to the senses. You can see it, touch it, hold it, hear it, watch it move. Brand identity fuels recognition, amplifies differentiation, and makes big ideas and meaning accessible. Brand identity takes disparate elements and unifies them into whole systems. Brand identity is different from “brand image” and “branding”.
Brand image is the perception a consumer has about a particular brand after interacting with it. Simply put, it’s a result of a company’s team’s efforts to create a brand identity. If it is successful, they shape a positive image
Branding refers to the marketing practice of actively shaping a distinctive brand.
Why brand identity is important?
- Make brand recognizable:Your logo design and colors are some of the main components that help make your brand highly recognizable.
Everybody knows the blue and yellow of Ikea and the iconic red of the Coca-Cola brand. As soon as someone sees your color palette alongside your logo, they should instantly realize that they’re looking at your brand.
- Build brand’s customer loyalty and trust: A strong, unique brand image is an essential part of building a good relationship with customers. If they feel that you both share the same values, they’ll be attracted to your brand and will likely feel comfortable choosing you over the competition.
- Bring higher revenue: Have you ever wondered why you would choose to buy Apple with high price over other brands even though they are at nearly the same level as their competition? Of the revenue of Apple will be higher than other competitors.
So, what can you learn from Apple? By spending the money necessary to create a strong, unique brand identity, you too can attract high-paying customers.
What are the elements of brand identity?
Brand identity is a set of visible elements like logo, design, and color that helps a brand stand out among its competitors in consumers’ minds.
- Logo: is the compose of image, text, and shapes that present the brand’s value and message. A good logo will give the first impression for the customers.
- Color palette: Colors are another key ingredient in any brand identity. The color will give brand a unique look.
- Font: Once you decide on your logo, you should think of the corporate font you will use on your website and in different marketing campaigns and printings. After researching your target audience behavior and reading design findings, you can choose the font that you want to use for your website and marketing campaigns. The font should be easy to read and quickly grab the attention of the audience.
- Brand’s tone of voice: the voice you read in all the copy produced by the brand, like the emails you receive from them, the content on their website and the language they use on social media. Your tone of voice is one of the most effective ways to shape—and reshape—how the world perceives your brand.
In short, your brand identity is what sets you apart from the endless sea of competitors and shows your customers who you are and what they can expect from working with you.
Therefore, if you want your brand to be perceived in a positive light, it’s crucial that you nail your brand identity and create designs that accurately portray who you are to your customers.
And if you need help with your brand identity, contact us today!
- Wheeler, Alina (2012). Designing Brand Identity: An Essential Guide for the Whole Branding Team, 4th Edition.