What is Brand Identity?
In order to design a strong brand identity, you first need to understand what makes up your brand. Often, the word “brand”, or “brand identity” are treated as the same thing; this however is not the case. So what is the difference between the two?
Your brand, is how your customers perceive your company. It’s not what you say it is, but rather what they decide it is. Your identity, is the collection of all the brand elements that you create to portray what your business is to the customer.
When we talk about branding, there are a lot of touch points that define your brand and give it identity. These elements in short are everything that your customer will interact with, such as graphics, product packaging, your website and logo. Other items may include messaging, decor, or even customer experience practices and the employees may treat your customers. Your brand is your most powerful tool and at its core is the personality of your business. It’s job is to make your business attractive and welcoming to your customer, resulting in development of strong, lasting relationships.
Why is your brand identity important for your business?
A common misconception is that a brand is simply a logo or color scheme. While those play an important role in business, your brand identity should go much deeper into what drives your business. There are thousands of reasons why brand identity will increase the value of your business, provide employees with direction and motivation, build trust and loyalty, and of course attract new customers along the way.
A key factor to any brand’s success is customer recognition. When your customer goes to the store and sees the unmistakable design elements of your brand, it evokes an immediate sense of familiarity and comfort. The visual elements of your identity, including your logo, graphics, packaging etc. are the face of your business. A professional design is a powerful tool that can create instant recognition and leave a strong impression with your customers.
A well-developed and consistent brand create and maintain customer loyalty. A product that utilizes effective and engaging visual elements will build a brand following. While presenting yourself with elements of a strong brand message and design, you are enlisting trust into your customers, allowing them to feel more comfortable with your brand and create a connection with the product and the business.
Consistency is Key
Developing a brand identity will allow you to build a foundation that not only creates consistent messaging across all of your marketing materials but will make other choices much easier for future marketing efforts. Everything your customer interacts with should have the same design elements, messaging and overall feel in order to create a cohesive brand package.
A strong brand identity has the power to increase trust and credibility for your business. A well-designed and strategic appearance will help current and future consumers repeatedly want to choose you over your competitors. As consumers, people are more likely to do business with a company that not only looks the part, but provides expertise on the matter. If your brand can visually express that you are the expert, your customer will trust you and your product.
Ready to build your brand?
Great branding is not just a visual element to make your company look pretty. As you can see, branding will do a lot for your business. When done properly, branding can push your business further than you ever thought. If you’re ready to take the next step for your business and get your brand identity in place, contact Minimaal Studio and let’s get started.