How Brand Identity Is Defined

Developing a strong brand identity for your business is an extremely important factor in its success. Effective branding can help build your reputation, make you stand out from your competition and project your values to attract your ideal client.

Brand identity is the message the consumer receives from the product, person, or thing. The brand identity will connect product recognition. 

Your brand is your business identity – the image you wish to portray to the world – and is one of your company’s most valuable assets. Although your visual brand identity is important, your brand is more than your logo. Your brand communicates your business personality and shapes your clients’ perceptions of who you are. Your brand should project the expectations and promises you extend to your customers in terms of quality, service, reliability and trustworthiness and create trust and loyalty from those who do business with you.

Brand identity should be a consistent message received by its audience. If a portion of the identity is a particular shade, consistency of the color is imperative in maintaining the product identity. The identity must match the image projected to the public.

The Key Items in Branding

The essential thing in branding is clarity of what is being offered, whether it is a product, service or person. Image and consistency play a huge role in branding. Branding is the big plan. It describes the expected results of a product or individual.

The reputation of the product or person is essential to the branding results. As seen with many “celebrities,” their branding starts off great, but the product, the “celebrity,” couldn’t maintain the image painted for success. Stardom has been often short-lived for the “celebrity” when they are unable to maintain the standards promoted in their branding.

We can design our brand ourselves

We have all experienced the effects of a do-it-yourself brand. What do you think when you are handed a self-printed, black and white business card? What happens when you get to a website that looks home made? People will judge your ability to provide the solution they are seeking based on their first impressions of your business, both online and off. Don’t risk turning away potential clients with an unprofessional brand.

We can’t afford to have a professional brand developed

Having your company brand professionally designed costs money, but it may cost your business more if you do not have a high-quality, visual identity. The visual representation of your identity is something that takes a skilled resource. Creating a logo that is not aligned with your vision, values, target audience and positioning could cause confusion in the market. For example, if you provide quality services with attention to detail, your lack of attention to detail in your brand will send a conflicting message to your prospects.

Makes your company look bigger

When prospects see a professional brand consistently used on your business cards, website or social media profiles, they get the image of a company that deserves their business. Prospects look for a company that has the resources to help them succeed. They will also expect to pay more for a more established company. If you hand them a home made business card or your web presence is unprofessional, they will think you are small and not worthy of their business or the fees that you feel you deserve.

Tips to take control of your brand identity

• Create your visual identity that aligns with your vision and projects the company your target audience wants to work with
• Monitor your online reputation so there are no surprises. Ask happy customers to provide reviews on Google, Yelp or other review sites that cater to your market niche
• Deliver the experience your clients expect for each and every interaction they have – from the website, customer service, phone conversations and emails sent. Treat customers how you want to be treated if you were a customer.
• Network and expand your visibility in your community and on social networks. Building relationships is paramount to brand building and the best way to do so is to help people in ways that set you apart.

Remember, if you have a business, you have a brand. What you do with it is up to you. If your brand aligns with your vision and focuses on the needs of your target audience, it can help attract the right client to your business.

Has your business taken control of its brand identity?