Content Across Media December 28, 2021

Brand Identity: A Remarkable Step Ahead Of Your Competitors.

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National, religious, guild, and heraldic symbols, which we might see as analogous to modern branding, go back millennia.

The modern practice dates to the industrial revolution; however, when household goods began to be produced in factories, manufacturers needed a way to differentiate themselves from competitors.

Thus, these efforts evolved from simple visual branding to advertisements that included mascots, jingles, and other sales and marketing techniques.

It is generally known that the decisional process regarding choosing or not to choose a brand is determined by anecdotal evidence.

Brand Identity: A Tool For Overcoming Competitors

Having a great product without a strong identification is not enough. If a potential customer can relate to previous experience with the identity of a brand, he surely developed a brand image and is more likely to prefer that specific brand.

Brand identity is the visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in consumers’ minds. 

Building a brand identity is a multi-disciplinary strategic effort, and every element needs to support the overall message and business goals.

It can include a company’s name, logo, and design; its style and the tone of its copy; the look and composition of its products; and, of course, its social media presence.

These days, a product or a service is almost irrelevant without the brand. It is the overall effort of a brand identity that actually determines the success or failure; and a better understanding of it and its result, namely the brand image.

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Your brand identity is what sets you apart from the endless sea of competitors and shows your customers who you are and what they can expect from working with you.

And if you want your brand to be perceived in a positive light, it’s crucial that you nail your brand identity and create designs that accurately portray who you are to your customers.

Just like your Adidas built the brand identity of your middle-school-star-athlete persona, your design is what will build the brand identity of your company.

Your corporate design assets are the tangible elements that will determine how your brand is perceived.

Things like your logo, your packaging, your web design, your social media graphics, your business cards, and the uniforms your employees wear.

In other words, nailing your design = nailing your brand identity = building a successful business that’s an accurate representation of who you are as a brand.

Your brand identity can be expressed in any number of elements. Depending on the nature of your business, one asset or another may be more or less important.

In a nutshell, a brand identity is a set of tools or elements used by a company to create a brand image.

A brand image is a customers’ perception of the brand consisting of various associations related to it and memories about interacting with it.

Brand identity and its elements stem from a company’s mission, brand value proposition, long-term goals, competitive position on the market, and relevance to the values and interests of the target audience.

These factors have a foundational nature and, in the branding process, describe what a company wants to communicate.

Meanwhile, a brand identity describes how these foundational elements are communicated.

The most commonly agreed-upon elements of a brand identity usually include a brand name, a tagline or a slogan, Colors and graphic styles, a logo and a wordmark and their variations, a voice and a tone, a style, and a typeface.

The first and the most important element that links your brand to associations and memories stored in the minds of your audience is its name.

The brand name is a word or a phrase that personifies all information and knowledge your target customer has about your company and its products.

It should be noted that the most common features of a good brand name are: easily pronounced and memorable, relevant to a specific industry or a need of the brand’s target audience, and relate to customer expectations, and evoke strong positive associations.

The second vital aspect about brand identity is to Make Sure Your Brand is Honest and Congruent, meaning, although brand identity is a tool that conveys a message about what a company actually delivers to its customers, it is no less important to help customers make their buying decision and to ensure their commitment.

Ideally, brand identity should have the ability to give a quick presentation of a company or a product to prospective customers,

or, in other words, serve as an analog of the elevator pitch that explains what a company offers, how it is different from what is already out there in the market, and why customers should try or continue buying this product or service.

Every brand in the market has its own brand identity of its own depending on its offerings and the way of dealing with the customers, employees, vendors, and stakeholders.

The main catch lies in the fact that having a good Brand Identity can work wonders for the business making it stand out from the competition.

When the objective of a Strong Brand Identity is accomplished by the company, there is widespread awareness about the brand and its products and services offered on the national and international levels making the company make inroads to the new and untapped markets with zeal and confidence.

Hence, having a strong and good Brand Identity is quite vital for the business to make a distinguished presence in the market amidst the dynamic nature of the industry and changing preferences of the customers.

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