As a business owner/ entrepreneur, have you given it a second thought on the need of having a brand identity If not, do so now!
Branding your business it’s very necessary and a must do . It’s what you represent , brand you business and stand out from others .
Let me narrate this scenario. I had a delicate parcel to send oversea. I needed a reputable and reliable one to trust . With many logistics companies clustered every where with little or no authenticity but I had to go to or choose the one with a good brand identity, DHL to be precise was on my mind. . Yes I choose it for the safety of my parcel and for the Company’s consistent and cohesiveness. As a child I grew up hearing and seeing people praise DHL as a one stop courier company that’s very reliable. It’s the brand identity that helped me in taking and concluding on my decision to use them . DHL has an enviable sound customer service relationship , values like no other and does not compromise efficiency and accountability which they stand for but has stood the taste of times for over decades .
That’s the power of brand identity.
What is Brand Identity?
A brand identity is made up of what your brand says, what your values are, how you communicate your product, and what you want people to feel when they interact with your company. It is the personality of your business and a promise to your customers.
It also shapes how your customers, sometimes potential customers may see your business. It also influences your marketing and advertising decisions.
Visually , you can use colours that are associated with trust, like yellow and blue plus the language you use when talking to customers should be responsive and attentive to their needs to build brand identity.
Brand identify also can commonly refers to the way your business looks. But it’s also important to consider the way your business communicates (for example, whether you are formal or casual , as well as how your brand aligns with your business’s values.
Most importantly, If you are considering your brand identity for the first time, values are a great place to start and think of.
Why is brand identity important?
It counts down to how brand identity is linked to your values.
Values inform how businesses interact with people. But values are not just for huge corporations. If you are a small and medium business or sole trader, you will have values too, even if they are not penned down.
If you are thinking about brand identity for the first time, do not forget to go back to the reasons why you started your business.
Brand identity is the branding choices that make up your visual marketing.
However, brand identity covers more than just branding choices. By creating a brand identity, you apply all your brand values to any visual elements used to promote your business. A brand identity is more than just a logo or sign.
You need to understand the importance of having a solid brand identity is the first critical step in establishing a customer-based brand identity too . The next step in line is the identification of the ways to build that brand. You should assess the areas the customers come in contact with your business. The areas which define your brand identity impact on brand awareness include:
– Media coverage
– Visual branding
– Email marketing
– Advertising
– Publications
– Customer service interactions.
The employees sometimes could be utilized as effective brand ambassadors if trained to understand the brand messaging. With active participation and contribution, the internal culture thrives as well as positive external engagement.
You should also engage in active brand management and work to control how the customers perceive the brand. You should engage quickly, working to change the way the brand is presented and received.
You may even have to alter your marketing choices if the customer perception is negative. You should, however, strive to remain true to your primary principles as a brand.
Emphasize being clear on your identity and connecting to the
general audience uniquely. In this way, your brand awareness grows.
Here are it’s benefits.
1. A STRONG BRAND IDENTITY BUILD TRUST ON NEW CUSTOMERS AND PARTNERS.
An effective brand identity communicates your business personality and influences your clients’ perception of who you are in terms of quality, service and trustworthiness. It is why you attract customers in the first place and why they keep coming back for more. Occasionally, you could easily rank higher in the list if your brand showcases values that match with theirs.
This also applies to the partners and companies you will be working with, as your brand identity shows how prepared you are in the professional world.
2. BRAND IDENTITY HELPS YOU OR YOUR BUSINESS TO STAND OUT OF THE CROWD
Imagine in an environment where you have your logistics business outfit and you have a competitor in same place but your brand’s identity is so well designed that it outshines your competitor’s own who didn’t even have any . We are talking about values here.
You see, developing a professional , creative identity design allows you to showcase the uniqueness of your business and thus it will also make you have that competitive edge over your competitors and will automatically differentiate you amidst your competitors in businesses trying to make a name in already crowded market.
I repeat again,, it’s your strong identity ithat skyrocket you to that higher place and it’s the initiated trust that fills in the initial ‘why?’ question, for instance, “Why should I choose your services or products instead of that of your competitors ?”.
3. BRAND IDENTITY PROMOTE GROWTH AND BRINGS ABOUT STABILITY.
Growth in business matters a lot and it becomes key when your brand is aligned with your vision, it fosters progressions within your business and that growth naturally becomes feasible.
A well-defined brand identity also projects a long term feel and conveys an impression that the business has come to stay and that assurance is fulfilling to new customers .
4. A BRAND IDENTITY CREATES CONSISTENT AND COHESIVENESS.
A strong and detailed brand identity package ensures that you as a brand or your business is at the forefront of all your marketing materials, having full control over how your business should be presented and easily plan cohesive messages and design elements across all different platforms. Therefore, naturally engage a sense of consistent company experience for customers, employees and key stakeholders. No wonder they say consistency in all you do is key.
Brand identity is critical to the success of any business. It’s the thoughts and images that come to the consumers’ minds when interacting with the brand , it would help if you worked on the brand identity of your business that will appeal most to the consumers.
It is also the branding choices that make up visual marketing.
However, brand identity covers more than just branding choices. By creating a brand identity, you apply all your brand values to any visual elements used to promote your business. A brand identity is more than just a logo or sign.
Don’t forget that a strong brand identity forms the basic foundation of all your brand awareness efforts and could play an essential role in the marketing of your brands. Your brand identity also depends on factors that change the public’s perception of your company.
And again , In brand identity, it would be best to consider how you want your customers to feel after interacting with your business. You aim to provide the best possible experience for anyone accessing your business.
All my ❤️
– Andrea Okoye
aka Marketgirlafrica
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