Why Brand Identity is important, and how to improve it. (8 min. read)

Hey Linked In, how you holding up?

So a new year dawns, and I've suddenly decided (an hour ago) I would like to start sharing my thoughts online again. I wanted to start it with something I think about the most. Brand.

This is about an 8-minute read, Megan Dearsley managed it and she normally can't wait to shut me up. Pour yourself a brew, relax and have a sift through.

#branding #brandidentity

What is a brand?

There are many ways to define what branding is, but it was best put in the words of Marty Neumeier himself. In an episode with TheFutur , Marty started by explaining what it isn't. A brand is not a logo, it is not a product, it is not a service and I repeat - it is not just a logo.?

A brand is a result. It's a customer's gut feeling about a product, service, or company. It's not what you say it is, it's what they say it is. A brand is your reputation.

All of these things are portrayed and represented in careful measure; as a brand identity.

A Brand Identity is the overall image of a business or organisation. It consists of visual elements, such as logos and colour schemes, as well as verbal components, like slogans and taglines. These elements come together to create an impression that customers and other stakeholders have of the company.

Brand Identity plays a role in storytelling, how you can bring to life what is behind the company, its mission, values, and culture. All of these pieces form the public perception of the company, which can either be positive or negative depending on how it is presented.?

The aim is to make sure that customers recognise the company easily and associate it with its core values. This can help to drive sales, create loyalty, and ultimately make the brand more profitable.

The importance of first impressions

Think back to a time when you first met someone; what was your initial reaction? Most likely, you formed a first impression based on that person's appearance, body language, and how they spoke. First impressions are critical when meeting people, and the same concept applies when talking about a business.?

Your Brand Identity can influence the customer's perspective on the business in an instant. It may be the defining factor of whether or not customers are interested in your business and can even be a variable in how much money they are willing to spend.?

A strong Brand Identity can help you create an ideal perspective in the minds of your customers from the get-go. It is your responsibility to make sure that your branding is consistent and well-crafted to ensure the best possible first impression for potential customers.

How to improve your brand identity

For business owners, the most efficient way to improve your brand identity is to invest in a professional. Of course, there are steps you can take to improve things yourself. However, by working with an agency or freelance brand designer, you can focus on running your business. Professionals know what they are doing, and will work with you to develop an identity that aligns with your goals and mission, as well as build a strategy to ensure your brand is consistent across all platforms.?

Brand consistency is key in ensuring that customers recognise your business across multiple channels, ranging from both digital and print materials. By making sure all brand assets are designed consistently across all platforms, customers will instantly recognise your business no matter how or where they encounter it.

A strong brand identity should be unique, memorable and timeless. It should evoke the right emotion and help communicate what your business is about. Working with a branding agency or freelance designer will give you the tools needed to create a successful brand identity that resonates with your audience and sets you apart from competitors.

The benefits of a strong brand identity

A strong brand identity is essential for any business hoping to make a lasting impression. It's more than just a logo or a catchy slogan – it's about creating a visual, emotional, and memorable representation of your brand. It allows customers to identify and connect with your company, building trust and loyalty over time.?

Not only does a strong brand identity help customers recognise your company, but it also makes you stand out from the competition. When customers are confronted with a number of similar businesses vying for their attention, they'll often choose the one with the strongest brand identity. Investing in a brand can be the deciding factor between success and failure.?

For businesses looking to increase sales, a strong brand identity can help create an emotional connection with potential customers. Refining small details can lead to a more memorable experience, allowing customers to quickly recognise your business and become more likely to buy from you again.?

Investing in a strong brand identity can even benefit businesses that aren't trying to make a sale. With its own distinctive personality, a strong brand identity helps attract the right kind of people and encourages positive interactions.?

From creating an emotional bond with customers to distinguishing yourself from the competition, a strong brand identity is an essential tool for every business.

Thanks for reading my article, I'm planning on writing much more often and if you'd like to read more please drop me a little follow. I'll give ya a smooch. My DM's are always open too if you're as cool as me and exchange viewpoints on brand all day. Always keen to listen!

#branding #newyear