Brand identity is all about what the brand says with its products and services, its values, how it is communicated to the people and what do people feel about when they come across the brand in the market. In short, the personality of the business portrayed to the customers in the market can be termed as Brand Identity.
According to Jeff Bezos, “Branding is what people say about you when you’re not in the room.” After the product is sold to a customer it leaves an impression on their mind. The impression made by the product is shaped by the brand identity which comprises a lot of factors such as pricing, quality and so on.
Here are a few examples of strong brand identities present in the market today
- Coca-Cola
- POP fit
- Burt bee’s
- Asana
- Semicolon bookstore and gallery
Importance Of Brand Identity
The one thing that people don’t know that a brand “lives and evolves in the minds and hearts” of the customers, hence it’s very important to have a brand identity that is crucial for the future of the business. Here, we have highlighted some of the features of a developed brand identity and their importance for overall development.
Brand Logo
The people all around the world see the brand logo and must feel good and attracted to the brand. The logo of the company must tell the people about the name of your brand. A non-cluttery logo is what looks best when we see the current market scenario.
Trust and Credibility
The brand makes a place in the market by what it sells, thereby making it memorable for the customers. Post the launch of a brand, after some time if the brand makes a place and maintains consistency it starts to gain customers that are loyal. This process of acquiring the trust of the customers is known as brand loyalty which in turn helps in regular gain in inflow of the business.
Advertisements
Everybody is digital nowadays. The advertisement of the brand helps in creating an image of the brand in the minds of customers. Advertisement mode may be print, social media, TV commercial, or a youtube ad. A well-advertised brand can easily gain industry credibility and target audiences’ trust easily and in a short span of time.
Company’s Mission
When a brand is created it must have something to stand for. It is nothing but the mission of the company, basically it’s USPs. Without having a brand identity you cannot have a well-defined mission for the product or service you wish to sell.
Customer Generation and Satisfaction
People get attracted to the brand that offers some services along with trust and mission. Once people become customers of the brand, a good sense of belonging is developed with the brand. A good product always generates a lot of customers whereas a bad brand develops advocates.
Creating a Brand Identity
For completing the market research, first you have to start with your market research in the related field before launching the brand. The brands in similar strata should always be taken into consideration. The below-mentioned things must be clear and understood for creating a brand identity.
Target Audience
People of different age groups need different things just like the clothes they wear. People of different groups must be targeted differently; the same approach doesn’t work for everyone in the market. Prior to creating a brand identity, the brand learning should be done and should know what the audience wants from the business. This plays a crucial role in brand identity creation.
Value Proposition and Competition
Start by thinking of a feature that makes you unique in the industry. Similar features must not be offered by anyone in the industry. Knowing the difference between your Business USPs and the competitor’s will help your brand to become more successful in the long run.
SWOT Analysis
With the help of SWOT analysis, the brand can be understood in a better way. Understanding the characteristics of a brand helps to project the brand better in advertising which helps the brand to grow. SWOT stands for:
- Strength: The positive qualities of the product or service which give you an edge over the competitors.
- Weakness: The negative qualities of the product which makes you fall behind the competitors.
- Opportunities: The changes in the industry provides opportunities to grow and expand in the business.
- Threats: The elements in the industry which may cause harm to the product advertisements and sales.
Advertise
The design of ads whether traditional or digital is the best way to introduce the brand to the world. This is the only way through which the target audience’s attention can be captured.
Social Media
The best platform to advertise your brand nowadays is through social media. It is a great way to establish a connection with the target audience. It has a good number of platforms to influence people. When you interact with customers through social media be careful because there are a large number of people watching your conversation. Reply to the messages efficiently and quickly. If you are tagged, tweet it as it may influence your brand identity and business drastically.
