Your brand identity is the way your business communicates its personality, values and vision to your customers. It allows you to stand out from competition, builds trust, loyalty and rapport.
It’s the difference between being remembered or being lost in a sea of overstimulated consumers. In our fast-paced culture, a strong brand identity can make or break a company, despite it’s size or market reach.
Most business owners are undereducated about the branding process. Through no fault of their own, really. It used to be enough to have a catchy name and clever logo. Tom’s Landscaping was the most popular company around! Not anymore.
Industries are saturated and competition is stiff. Although, an effective name and logo are key components to a successful brand identity, the process does not begin and end there. Several major aspects remain if you want to truly connect with your market. These are the keys to longevity. The corporate fountain of youth, if you will.
Six Components of a Strong Brand Identity
- Brand Name – The words used to identify your company and what you offer to the public are critical in order to distinguish yourself from the competition. Second only to your logo, this is where brand recognition happens.
- Logo – Your logo is the visual symbol of your brand. This is your first, and sometimes, only time to make an impression — you need to make it a good one!
- Graphics & Images – Additional visual elements that are used to communicate your brand identity; such as colors, typography, icons, photos, etc. You must have brand guidelines in place to ensure your creatives are effective and cohesive across all platforms.
- Brand Purpose, Mission and Values – Why do you exist? What goals do you want to achieve? What principles guide your actions as a brand? There must have clear, written instructions that answer these questions.
- Brand Message/Voice – The voice and tone of your brand conveys your brand’s personality and message to your audience. Brand voices should be strictly defined and adhered to by all employees and creatives across all platforms. Your message is your culture. Consumers care more about this aspect than any other part of your brand, including your product/service.
Your brand is your voice. What are you saying? More importantly, what is your consumer hearing? If you need help defining your brand’s message check out:
- Web Presence/Social Media – You cannot skirt by with minimal digital effort anymore. If you are, than thousands of other companies are standing in front of you. Is your Google Business listing in shambles? Too bad… the company down the street has five stars and 1500 positive reviews. Are your social channels active and posting relevant content? I’m willing to bet your competitors are. Your web presence and social media efforts are your brand on display for the entire world. They are your digital body, and everyone can (or cannot) see you. How do you look?
Your brand is your voice. What are you saying?
Tackling your brand identity may be a challenging and daunting task, but it comes with rewards that far outweigh the initial learning curve. You can be a beacon amongst your competitors. You can be the best of the best, just invest in yourself.
Perception is reality. You must believe in your brand’s mission. If you love it, others will love it — and if you nurture it, others will nurture it. Bring your brand to life and take it to the next level!
“Brand identity fuels recognition, amplifies differentiation and makes big ideas and meaning accessible. Brands are messengers of trust. Customers are reassured by brands that are recognizable and familiar. Great brand strategy is a basic building block of good business strategy.”
Amy Pascal, Co-Chairman of Sony Pictures Entertainment
If you’re interested in learning more please Contact Us for a free brand consultation. We’re excited to help you formulate a custom plan that will put your company on the map!
