What is a ‘Brand Identity’?
The Business Dictionary describes branding as the following; “The process involved in creating a unique name and image for a product in the consumers’ mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.”
A brand can be a business’ most significant investment and if designed and delivered well, can bring in considerable turnover over a substantial number of years. You can think of brand identity as a personality that is attached to a specific product, person or whole business. A proper brand will build trust within your customer base and in turn, create loyal customers.
Apple, for example, has one of the worlds biggest and most potent brand Identities. Their customers are so loyal; they will camp out on the streets for days to buy a new product. Having customer loyalty is the ultimate goal when thinking about brand identity and branding.
How does a ‘brand identity’ work?
A well put together brand has many different aspects from logo to social media. All working together to create an atmosphere around your business. We hear many companies saying “Isn’t a brand just a logo”. However, branding is much more than just a logo design. A brand identity can include a social presence, web design, advertising in print and web, slogans, packaging design, product placement and much more.
Brand identities need to have a goal in mind, whether it be to sell more products, raise awareness or rebuild trust. The brand identity goal is laid out in a brand strategy. A brand strategy is a plan of how a brand identity will work.
All of these aspects come together and interact with each other to create a consistent image, look and feel that your customer can invest within. A brand identity doesn’t have to consist of every aspect we list here. However, a good brand identity will include logo design, a social presence and a website. These three aspects will interact with each other in similar ways to create consistency and instil trust within customers.