We are pretty sure that you have received enough information by now, about brand merchandising and why this is so important for a company. But in addition to brand merchandising, brand identity is also very important. But what exactly is brand identity?
Just as your own personality makes you as a person, a brand identity makes the company the way it is. It makes the company both distinctive and unique. The brand identity includes for example the company’s logo and the familiar colors which are often used, the web design and much more. Brand identity is about the message that customers receive from you and with which they associate your company. Your audience will associate your brand identity with your product or service, and that identity is what forges the connection between you and your customers, builds customer loyalty, and determines how your customers will perceive your brand.
Your design is the substantial component that will ultimately decide on how your brand is viewed by potential customers. You can easily find out if your brand identity really comes across on the customers by taking a test asking: “what is the first word that comes up to your mind when you hear the word [name of company]?”. If most of the answers are about the product the company is selling, you know you are on the right track: the message is coming through.
Develop a strong brand identity
Having a clear and strong brand identity is a good thing because it sets guidelines and consistency. Consistency exhibits product leadership, marketing, support and operation. But how can you develop a strong brand identity? Keep reading and you’ll find out…
First things first, you have to know who you are and what you want to become. If you have the following questions straight and clear, then you own the elements for defining your brand.
What is the mission of your company? (what is your “why?”)
What are the values of the company? (what kind of beliefs do you pursue?)
What is your brand’s personality (if you look at your brand as an person, what kind of personality would they have?)
What is your unique positioning? (what’s makes your company unique and different from others?)
What is your brand voice? (if your brand was a person, how would it communicate?)
Maybe you don’t know all the answers to some questions… Don’t panic! Sometimes all you need to do is think about why you started. What makes your company more special than others? If you had to describe your brand in three words, what would that be? In this case it is important to go back to basics and get all of your employees together and start brainstorming!
If after reading this blog you know exactly what brand identity means, then our job is done! However, if you are interested in a more detailed explanation of how to develop a strong brand identity, we suggest you to keep an eye on our website, because this will be continued...