Today’s world is a hyper-competitive marketplace and if you want to stand out, merely having a great product or service is not enough, it’s about crafting an unforgettable brand identity. So, why is brand identity important?
Think of Apple’s clean simple logo or the unmistakable red and white Coca-Cola. They both have a different style and feel to them, and they are not just logos, but a symbol of trust, quality, and brand values.
A strong brand identity goes beyond just the visual elements; it is the soul and the voice of your company. To understand it further, here are 7 reasons that showcase the importance of brand identity.
Why is Brand Identity Important?
In a sea of brands on the internet, a unique and clear brand’s identity will act as the lighthouse that guides your current and potential customers to your doorsteps.
Let’s dive into the first reason why.
1. Recognition and Memorability
With every click, scroll, and swipe, users are flooded with brands from all over the world. Creating a strong brand identity means ensuring that your customers recall your brand whenever they see a specific color, name, tagline, or symbol.
Take for example the letter ‘N’ in a red and black color scheme. Imagine it right now and you will probably think of Netflix. Visual elements help your target audience to recognize your brand from certain features that are associated with it.
Brand identity creates a sense of familiarity with customers, this fosters trust and preferability to purchase from your brand out of all the alternatives.
Related: How to Build a Brand Online: 7 Steps to Success
2. Consistency Across Touchpoints
A brand identity encompasses being consistent throughout all the platforms that your brand is present in. Whether it is on your Website, social media accounts, another store branch, or your physical product, customers will expect the same excellent service and experience.
Creating a consistent message across all platforms will also boost brand recognition and strengthen customers’ perceived brand personality of your business. This will result in the creation of a loyal customer base that further reinforces your brand image. So be sure to remain consistent in how you present your company to your target audience.
3. Differentiation in the Marketplace
A strong brand that stands out from the rest of the competition will have a clear brand identity. There will be countless brands that have the same product or service as your company. It is important to set your business apart by having a recognizable visual identity.
A successful brand has differentiation strategies that make them unique but still relatable to customers. This can be done through their own product or services, website and other social media presence, and their marketing materials.
4. Emotional Connection
When consumers feel emotionally connected to a brand, it fosters customer loyalty. This is one of the main strategies of big corporations, to create an emotional bond with their audience through visual representation of their brand values.
New customers will have no idea about your brand identities when they first encounter your product or services. The goal is by the time they experience dealing with your business on any platform, is that they have developed a strong and lasting positive brand image of your company.
5. Guided Business Decisions
A strong brand identity not only helps the outside world in providing value but also serves as a compass that guides business decisions. There are simple ways in which a brand identity can help companies determine future plans and actions.
Here are some internal questions that can help guide business decisions:
Does this align with our core values?
Will our target audience resonate with this?
Is it consistent with our brand voice and styles?
How does this differentiate us in the marketplace?
Does it fit our brand’s long-term goals?
Another reason to create a brand identity is it creates awareness because, without clear brand guidelines, businesses can make mistakes by straying away from their business goals and core values.
Related: 7 Business Short-Term Goals to Boost Your Company’s Growth
6. Increased Credibility and Perceived Value
Being unique is good in this crowded marketplace, but having credibility is on another level. It not only sets the business apart from others, but it makes the company one of the top choices for consumers when thinking of purchasing related products or services.
It means that the customers perceive the company as trustworthy and valuable. Think about the world’s most successful brands, they are not just known for their great products or services but for their core principles and the symbol that they represent.
Cultivation of the perceived value of a brand does not happen overnight. This perception is built over time, and with a consistent delivery of high-quality experience for your customers, you increase the credibility of your business. This all starts with creating a brand identity that your target audience will resonate with.
Related: 5 Proven Business Hacks Every Entrepreneur Should Know
7. Employee Pride and Satisfaction
Most brands understand that a well-defined and strong brand identity not only helps in attracting the right customers but also in retaining them. However, only a few know that a strong brand also inspires the business’ employees.
This is one of the importance of brand identity. When employees work for a brand they are proud of, and that they believe in, the quality of their contribution and their productivity will increase significantly. It gives them a sense of pride in what they are working on, especially if the brand is strong, respected, and aligned with their values.
Final Thoughts
An effective brand identity is crucial for any business looking for success. It is the symbol that represents the company’s vision, values, and principles. With thousands and maybe millions of brands out there that might have related products or services to your business, it is important to leave a lasting impression and emotional connection with your target audience. These are all some of the reasons why brand identity is important, so be sure to take your time to craft a well-defined, clear, and unique brand identity. It will be worth it!
As a professional web and software developer, the author possesses a strong foundational background in Computer Science. This equips him with both academic rigor and practical insights into the world of web-based entrepreneurship. As the founder of this platform, webpreneurships.com, he stands at the intersection of technology and business.