So what is a brand identity, let alone what is a brand? I get asked this question quite a lot, even as far as people asking about the usefulness of a brand. Here is a well-known definition of a brand. It is a unique collection of key messages and visual identity components (including logos, colours, fonts and imagery) that convey the essence of your company to the marketplace. A brand could be a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated. The purpose of a brand is to communicate the characteristics, values, and attributes that clarify what a particular brand is and what it is not. I have found this to be lacking with most companies especially the small-medium ones. Most are simply unaware and some just do not see the value at all.
Every company has the ability to perfect their brand identity early on, and to improve their overall image. As a starting point, you need to understand what your business does and what you can offer your customers. Your brand identity needs to be able to represent your business while also connecting with your audience. Simply tweaking up a few clip art templates on Word isn’t enough in today’s competitive landscape, more effort has to be put in in order to make your brand stand out from the rest. It is no doubt that a strong brand creates a powerful connection between a company and audience and it should go without saying that developing a brand is more than just a creative exercise; it’s a discipline involving proper research and analysis.
In order to take your business to the next level, here are some reasons why you need a strong brand identity.
- To show that you are credible.
This is very important if you want to be taken seriously. Imagine sending a quote to a client on a plain word document without a company logo/slogan as well as important information about your company, most clients will not take you serious at all. One of my clients once related a painful story to me and said he once missed out on a big deal because he did not have a logo and a company email address.
- To explain your company to your customers
Without going too much into colour theory, the choice of your corporate colours and logo style can do a great deal in explaining what your company is about and as well as highlighting its values.
- To grow your client base
Clients normally prefer doing business with a well-defined company that looks established and well managed. Professional looking CI (Corporate Identity) may impress potential clients to do business with you, even if you are just new in the market.
- To stand out from the crowd
A well-designed logo and an identity system can put you far above the competition, especially if they are paired with a strong marketing program. Many people remember what they have seen, even better when what they have seen has impressed them. A well-defined brand identity makes your company more memorable.
So there you have it, our top four reasons on creating a strong brand identity for your business. If you have any questions or are in need of some brand related assistance, please do feel free to get in touch