A strong brand identity is one of the most important assets your company can have. It shapes who you are in the eyes of your customers. A strong brand can make you stand out and launch you to success while a weak one can cost you business or be ignored all together.
Some of the best known companies in the world have carefully cultivated their brand identity to add value and better connect with their customers. These companies, like Apple, Coca-Cola, or Nike, can not only command higher prices, but they have earned the trust and loyalty of their consumers thanks to their consistent identity.
Brand identity isn’t just for the big budget, global enterprises, though. Even small local brands can, and should, forge their own identity as they operate. Here’s what you need to know as you create a strong brand identity for your organisation.
What is Brand Identity
Brand identity is like the personality of your brand. It is the characteristics, language, actions, look, and feel that customers come to expect from you. These things help consumers get to know you and connect with you.
A lot of different elements make up your brand identity. It starts with your logo, your brand colors, and fonts – the visual representations of your brand. Then it expands to include the tone, voice, and language you use on your website, in blogs, and on social media. Some brands are bold and funny and modern, while others are clean and formal and traditional.
Your brand identity also includes less tangible things like the partners you work with, what causes you support, your mission and values, even your pricing strategy.
These all tell customers who you are and with consistency, they come to know you for it immediately.
Why a Strong Brand Identity is Important
Just like having a quality product, having a strong brand identity is critical for your business. Think of Nike apparel compared to the standard discount brand. Customers know and trust Nike for quality; they seek it out. They’re willing to pay double, if not more, for a pair of Nike shorts even if the discount brand is pretty comparable.
A premium price may be one of the most obvious benefits of a strong brand, but there are plenty of others.
Recognition and awareness
The stronger your brand is, and the more consistent you are with it, the more your customers will come to quickly recognize it. When you see green on a grocery bag, you know it’s Woolworth’s. When you see a jar with that bright yellow label, you know it’s Vegemite.
Even without seeing logos or reading labels, strong brands are recognised by consumers. This is important because on average, it takes consumers 5-7 times of seeing your brand to remember it.
The more they see your brand and come to recognise it, the more likely they are to convert and become customers. The ubiquity adds an element of social proof, authority, and trust that customers appreciate.
Chances are, you are not the only company offering your product or service. You are, however, the only one offering your brand. A strong brand identity sets you apart from your competitors and differentiates you in the market.
Tesla isn’t the only company that sells cars. But they have cultivated an identity of innovation, modern technology, excitement, and boldness that resonates with their customers. In the car market, they stand out.
Whether you stand out with your values, the experience you provide, or what your products represent, your brand is how you get consumers to choose you over your competitors.
Trust and Loyalty
Think of your friend who always calls when he says he will. The friend who sticks by her values no matter the situation. The friend who behaves the same around 2 friends as they would around 20. That’s a friend you trust, right?
That’s how consumers feel about a brand with a strong identity. When they always know what to expect from you and have a clear image of who you are, they trust you. Without their trust, you don’t get their business. 81% of consumers need to trust a brand to buy from them.
Trust also breeds loyalty. That’s why you buy your favorite brand of cookies or only shop at a certain store for jeans. Those companies have developed a strong identity that you connect with and come back to time and time again.
If you want customers to stick around and continue to choose you, you have to give them more to relate to then just a transaction and a product.
With all these benefits, it’s no wonder that organisations everywhere are more focused than ever on building a strong brand identity. Even if you already have an existing brand, it’s never too late to start thinking about strengthening it.
Let our expert team help you build a brand you love. Learn more about our branding and design services, then give us a call to schedule a consultation.