Reilly Newman | Brand identity can be a foreign subject when brought to the attention of a business owner or marketer. Sometimes it can be confused with just a logo or the brand identity can be a completely neglected concept that has never been addressed.
The good news is that it is never too late to address your brand identity. Whether you’re a new business or you’ve been in business for ten years, establishing and refining your brand identity is a wise move.
What Is Brand Identity?
Brand identity is a mixture of a lot of different moving parts. From your logo to your touchpoints and beyond. The concept of “brand” is based on the perception set by your audience; which you can’t control directly. The brand identity is based on the variables you can control that help manage and maintain the perception (brand) by your audience.
Your brand identity can be boiled down to the visual elements like your logo, signage, website, color palette, textures, materials, and other design elements. It also includes the intangible assets of your business like how your staff answers the phone or the mission and personality set by the business. As you can imagine, this list can be expanded, but for now we will focus on fundamentals of visual and non-visual elements. These are variables you have authority over and can design them in a strategic way for them to portray your business in a certain way. Since you are creating and implementing these elements, you have control over them.
Perception of Brand
This brand identity is then experienced by your audience. Your best foot has been put forward with your best efforts to help them see your business the way you want them to. Now the brand is to be constructed based on this experience of your brand identity. Whether you like it or not, your brand is always being constructed by your audience and their experience with your business. The good, the bad, and the ugly.
Creating an effective brand strategy entails being strategic about these variables you have control over. The identity can help the customer experience focus on the main message and value you are wanting to signal to them. This is the true value of your brand that further builds trust with your audience. Always remember, it takes empathy to imagine yourself in your buyer’s shoes and understand how to best serve them. What problems are they facing and how do they want to be treated? What colors or design elements will reinforce feelings and help compensate for others? The focus is empathy because the entire process, for B2B and B2C, entails emotions.
When your business is able to implement these elements, the audience is able to have increased confidence and progress in their relationship with the brand. Now your business can successfully lead the interested buyer on their journey. As the identity supports them, relates to them, and connects with them, the brand in their eyes only gains more value. Your identity can work as a guide because it’s implementing tactics based on the initial strategy.
Brand identity is a crucial aspect for any business. It is some of the most important assets you can control to increase your probabilities of success and delivering value for your ideal audience. Without it, you’ll leave your brand up to the complete subjectivity of your audience which exposes your business to immense risk.
