As a marketer, you’re used to dealing with many concerns, from content issues to SEO stumbling blocks. However, other difficulties, such as brand identification, can be more challenging to address.
Some marketers even routinely disregard brand identity because they do not grasp its significance. So, why is brand identification such a problem?
One of the most serious issues is that many marketers are unwilling to spend their hard-earned money on upgrading it. Others say that accurately tracking your development is nearly impossible and will even joke that you need to be a mind reader.
If you’ve ever felt this way about brand identification, this essay is for you. Continue reading to see why your company’s brand identity is so important.
What exactly is Brand Identity?
We like this phrase by 99 designs when it comes to defining brand identity:
“Brand identity is the collection of all aspects that a firm generates to project the appropriate image to its consumers.”
Let’s take a look at Airbnb as an example. First and foremost, they have a compelling mission that people can identify with: “Belong Anywhere.” Furthermore, they work hard to ensure this message is conveyed in their communications.
Take, for example, the “A” in the Airbnb logo, which reflects four essential concepts related to the company’s brand identity: “a head to represent people, a geographical icon to indicate place, a heart for love, and lastly, an A for Airbnb.”
Their light red color choice maintains a warm and fuzzy vibe, and the typography is playful and welcoming. Above all, their brand identity is effective. How do we know this? We took a look at Airbnb’s brand awareness.
Why Do You Need a Brand Identity to Grow?
Following that, we’ll explain why you need a strong, recognizable brand identity to build your business.
You Will Never Be Recognizable Without a Strong Brand Identity
Your logo design and colors are two of the most critical factors in making your business easily identifiable.
The blue and yellow of Ikea and the famous red of the Coca-Cola brand is well-known. When someone sees your color palette alongside your logo, they should know they’re looking at your brand.
To stand out from the crowd, your brand must have something that sets it apart — something distinctive.
Why not focus on this as your major USP
Building a successful relationship with customers requires a complete and distinct brand image.
If you can maintain this connection, you’ll be able to establish a long-term relationship, which can lead to increased customer loyalty and lifetime value (LTV).
A deficient brand will reduce revenue
Strong brand identity leads to better recognition and brand awareness, which should help enhance word-of-mouth recommendations for your organization.
When your brand is at the forefront of your customer’s minds, they won’t have to think twice when a friend asks for a referral – your company’s name will roll straight off their tongue!
However, how would this scenario play out if a customer found your brand unmemorable?
If they are approached for a suggestion, they are unlikely to advocate your brand because they have forgotten all about you. Losing the chance of word-of-mouth sales means losing a chunk of your revenue.
Strong brand identity can boost sales
When one considers a powerful brand identity, Apple instantly comes to mind. Apple’s high price point directly reflects the company’s solid and dependable brand.
Although Apple products are roughly on par with the competition in terms of quality, Apple can demand a premium price. In the eyes of its customers, its goods are more valuable than many other technology companies. This is closely related to brand identity.
So, what can you take away from Apple? You, too, can attract high-paying customers by investing in a robust and distinct brand identity.
