What is Brand Identity and why you should invest in it?
Understanding Brand Identity: The Key to Business Success
Every story has two perspective one is with what intend storyteller is narrating and the other is the moral, listener is getting.
Similarly, a person can be viewed in two different perspectives:
- How the person wants others to think about its personality.
- How others are thinking about his/her personality.
A brand can be considered as a person because eventually we are dealing with person to person. Hence, in a same manner, brand is also viewed in two different perspectives:
- Brand Identity: How the company wants to be known.
- Brand Image: How the customer actually perceives it.
By establishing a strong brand identity, businesses control how they are recognized and remembered in the competitive market.
How the company wants to be known is the company’s side story called as brand identity. And how the customer actually perceivers it is a brand image.
What is brand Identity?
The way a brand presents itself to its consumers is known as brand identity. It is the collection of all branding efforts that a business performs in order to be seen in a certain way by its target audience.
The activities like building a brand outlook, personality and its design helps to develop brand identity. These activities are what make brand identity distinguish itself from crowd of competitors.
Brand identity is personality you try to build of your brand by visual element such as logo, tagline, product packaging etc and non-visual element such as brand voice, brand experience.
Difference between brand identity and brand Image (Brand Identity vs. Brand Image)
Most of the people take brand identity and brand image terms as a synonym for each other but they are totally different concept.
A perfect way to distinguish these two terms is brand identity is what brand want to be known for which brand needs to make the brand experience flawless eventually creates a good brand image at customer side.
A seamless brand experience ensures a positive brand image among customers.
What are the elements of brand identity?
Brand identity comprise of so many elements such as logo, font, colour, tone, voice – not only on digital platforms but also on bill boards, hoarding, pamphlets and more. In summary, it is everything a brand deliver from its side.
The elements of brand identity can be classified into 2 different categories as describe below :
-
Visual elements
Visual elements include:- Brand name
The word or words used to identify a company, product, service, or concept are referred to as a brand name.
- Logo
- Tagline or slogan
- Typography
- Colour pallet
- Graphics, image or packaging
-
Non visual element
Non visual elements comprise- Brand personality
A set of human characteristics such as sincerity, excitement, sophistication etc are assigned to a brand name is known as brand personality. Companies should establish their brand personality precisely so that they resonate with the correct customers.
- Voice and tone
- Brand experience
A logo is a symbol made up of text and images that help people to identify the business. You can consider a logo as a face of your brand.
A catchphrase that doesn’t tell what you do but what they can expect. For instance, “Eat Fresh” a slogan of Subway differentiates themselves as a healthy alternative of fast food by letting customers to expect fresh food.
It is not necessary for all business but if you have one than you can use it in every marketing material.
Font matters. Typography refers to the fonts you use in all business materials you create like logo, website, email templates, social media post, business card, etc.
Font use for text material should not be random. Select it carefully that describes company’s personality and values.
Every colour has its own message. For ex, a yellow colour defines whereas blue colour describes and so on. The colour pallet you choose for your company is crucial because it influences all of the other visual branding aspects you produce.
Graphics, image or packaging style are the key elements for a brand that grabs consumers attention in a second. This is not specific to logo, it includes all kind of images you use in your branding, marketing and advertising assets.
Your voice and tone do not necessarily mean how your business audio sounds like. A voice is a message that you want to share with the world. It should be consistent with every marketing and advertising assets. As your promise to serve is not gonna differ.
A tone is a way used to share your message or spread your voice. It can be humorous or funny, academic or professional. It depends where you are communicating with your consumer.
Sensations, thoughts, feeling, and behavioural responses evoked by brand-related elements that are part of a brand’s design and identity, packaging, communications, and settings are referred to as brand experience.
It is impression remains after engagement with your brand.
Why you should invest in brand identity?
Apart from making your business identifiable and unique in market, brand identity has lot more importance as listed below:
- Kill competition
- Attracts premium clients
- Perception of quality
- Increase loyalty & build loyal customer
- Boost Awareness
Brand identity has the potential to differentiate you from the crowd of competitors and positions you effectively in a marketplace.
A same product with additional luxury or exceptional experience can allow to set a premium price. A strong brand identity attracts more customers prepared to spend more money.
With a strong brand identity, you look better than your competitor. It’s a customer concept that if you look better than other you are better than rest.
An effective brand identity makes customers remember you. It builds customer loyalty and trust in brand. It can assist you in communicating your message to your customers and inspiring them to support you.
Creating a brand identity guarantees that your brand is prominently shown in all your marketing materials, increasing brand recognition. The more locations your brand appears, the more customer attention it will have and the more memorable it will become.
Ready to invest in brand identity?
Take the First Step Toward a Strong Brand Identity
Your business deserves to be seen and remembered. At Digiting, we transform your vision into a captivating brand identity. From crafting logos to developing consistent brand messaging, we ensure your business story resonates with your audience.
Get expert consultation today and make your brand the talk of the town!