What makes a strong Brand Identity and why it’s so important
Your brand identity is how you exhibit your business mission, values, and personality to the public. As the name suggests, your “brand identity” will, ultimately, shape the way your customers and potential customers identify with your brand. So, it’s important to get it right!
In this article we’re going to cover what makes a strong brand identity and take a more detailed look at why it’s so important.
Features of A Strong Brand Identity
There’s a few elements that form a strong brand identity and below you will find 3 of the key ones. If you think about some of the most successful brands in the world, you will notice that they tick most, if not all these boxes!
Your brand should be unique and allow you to stand out in your niche. Originality is key and will ensure your ‘one-of-a-kind’ business personality shines through.
To be easily recognised, your branding should be simple and defined. This element is obvious amongst today’s most successful brands, i.e. Nike, McDonalds, Apple and Google.
Like all things, consistency is key! Consistent branding across all your materials, platforms, and operations visually communicates reliability and trust. Consistency creates a strong brand identity as your customers can recognise you easily, regardless of division, department or campaign.
Why Is A Strong Brand Identity Important?
With the degree of competition that exists in current markets, having a strong brand identity is essential! And here’s why:
A strong brand identity allows a business to effectively deliver their message to their audience. With the internet, specifically social media, expanding to new heights – the gap between small and large companies has been significantly reduced, in terms of their marketing potential.
The channels already exist to position your brand on a large stage, but you need to think of your branding as delivering an important (visual) speech to the masses; it needs to be polished!
Having a clear and consistent brand identity conveys stability and gives your business a long-term feel. This allows your brand to exude viability, thus building consumer confidence. Confidence in your brand leads to brand loyalty; and confident, loyal customers are the ones to refer!
A combination of all things mentioned thus far could contribute to the better overall performance of your business. Specifically, having a brand identity that has been professionally created, tested and measured can lead to economic gains.
A strong brand identity strengthens your industry position and screams “quality”, which is often a consumer’s main motivator to choose one product or service over another.
We hope you now have a better understanding of what contributes to a strong brand identity and why your business needs one. Your branding strategy is your first opportunity to communicate excellence to your audience, so it’s a good idea to allocate the time and budget required to get it spot on.