Brand identity is an important part of any brand strategy. The identity is vital to take it into account while developing your strategy because it represents your business’ distinctiveness.
But are you familiar with the concept of brand identity? In what ways might external factors influence your brand’s uniqueness? In the following discussion, you will find the answers to both questions.
What is Brand Identity?
Previously, we discovered that brand identity is important to the idea of brand strategy as a whole. What makes a brand stand out from others is its identity, which in turn shapes the brand’s personality, appearance, and behavior.
Brand identity includes several tangible and intangible elements, such as brand history, name, personality, visual identity, and so on. One way to think about brand identity is as an individual’s characteristics. People you see on a daily basis are all unique from one another in many ways, including their name, where they were born, personality traits, values, and beliefs.
Brand Identity vs. Brand Image
For many, differentiating between brand identity and brand image remains a challenge when it comes to formulating brand strategy. Take a look at the differences between the two terms in the points below.
- Brand Identity – Brand identity comes from the brand itself; what makes the brand unique and is determined by you and your team on how the brand wants to be seen by the public.
- Brand Image – Brand image comes from customers; how your brand is seen from their perspective.
The Importance of Brand Identity
Businesses often fail to recognize the importance of this element of their brand. Having a clear brand identity has a significant impact on the marketing strategy as a whole, even though it may seem less important. Brand identity development is an exceptional chance to give the business a personality, make it relatable to consumers, and capture their devotion.
Having a unique brand identity will help your business stand out from its competitors and earn positive word-of-mouth that stays. Authentic identity that you and your team create will indirectly give the impression that the brand knows who it is, believes in its values and beliefs, and understands how to build relationships with customers.
Key Elements in a Brand Identity
There are seven elements of brand identity that you and your team need to pay attention to, ranging from brand story, visual identity, to communication style.
1. Brand Story
What really makes a brand unique is the story that goes into establishing it. You need to make the narrative as captivating and original as possible in order to strike a connection with customers. Plus, they will remember your brand far better if it has a genuine story.
2. Brand Personality
Are you aware that there are certain similarities between a person and a brand? Therefore, giving your brand a personality through the use of particular characteristics to make it more relatable is totally acceptable.
3. Visual Identity
Visual identity is a term that refers to the combination of graphic elements of a brand. These elements can include color palette, logo, fonts, imagery and photography style, product or packaging design, and so on.
4. Communication Style
Customers are now more aware of how a brand communicates with them. Consequently, it is essential to be aware of the brand’s communication approach. Communication style in this context can be understood as the type of vocabulary used, how the brand expresses its messages, interacts with others, and the emotions it conveys.
5. Product or Service
The product or service that you offer to customers is also an important brand identity element. Therefore, create a product or service that reflects the brand and is in line with the identity structure.
6. Brand Name
To consumers, the brand name is immediately recognizable. Keep in mind that a memorable, spellable, and pronounceable brand name is preferable. Make the brand name as unique as possible, using a combination of words, letters, or even numbers. With a unique and memorable brand name, you and your team can generate brand awareness and build emotional connections.
7. Sensory Identity
Last but not least, when developing the overall identity of your brand, you and your team need to keep sensory identity in consideration. Sensory identity includes scent, touch, and sound. They can enhance customers’ experience of your brand, while making a lasting impression in the customer journey.
Conclusion
Determining the right brand identity is highly recommended in branding strategy. The identity will highlight the uniqueness of a brand, providing direction on how the brand should be seen by customers.
Staying true to your brand’s origins – its name, story, products or services provided, and consistent visual and sensory identities – will help you stand out in an increasingly competitive environment and win over consumers.