Crafting A Strong Brand Identity
A business’ brand is its identity. The brand reflects the business, from its (external) customer promise to its (internal) work culture. A brand is so much more than just a logo. It represents the vision, mission, promise, and values of the company. And it’s what sets your business apart and makes it memorable.
What is Brand Identity?
As a business, you want the visual elements of your brand (color, design, logo type, name, symbol) to make sense in the eyes of your customers and be effortlessly recognizable in distinguishing you from competitors. You forge a unique identity so potential customers can quickly relate to your brand.
Brand Identity vs. Brand Image
How your customers actually feel about your brand identity is called brand image. If your customer’s brand image is massively different from your actual brand identity, you may have an issue selling your product or service. If this happens, it may be time to ask an experienced marketing firm to help you re-create or update your brand identity. The objective is to establish an identity that’s not only true to who you are, but one that attracts your ideal customer by visually appealing to their own identity, needs, and desires. If done well, the potential ROI of an authentic and attractive brand identity is virtually unlimited.
Our individual identities as people begin on the inside. Brands are no different...it must start with agreement internally before it should be communicated externally. The brand identity process should begin with developing (or reviewing) your company roadmap that includes the vision (your long-term goal or dream), mission (who you serve and what problem you solve for them), and promise (your key message to those you serve). Your internal brand rollout should include everyone in your business from sales to accounting to IT. Everyone should live and breathe (and be excited about) your brand because they all should embody it and represent it!
One of the most important aspects to consider when it comes to brand identity is consistency. To get your new brand identity started on the right foot, you should ask your marketing firm for a Brand Guidelines document that visually guides how to use the brand and also contains all the embedded logo versions and other assets. Why is this important? You’d be surprised how easy it is to mess up your brand identity once it gets into multiple hands (an intern, the media, vendors, etc). Taking a multichannel approach to your communications is a necessary thing, so keeping your logos, fonts, colors, tone of voice and layouts consistent throughout every piece of content is absolutely essential. For example, if your brand uses a certain shade of red, the only way to make people associate the color with your brand is by consistently incorporating it. Once you have created the design elements and writing voice that communicate your brand, stand behind them and never waiver.
Taking the time, effort and budget to develop a cohesive brand identity will add clarity and momentum to everything you--and your team--does. And externally, it will break through the massive clutter of mediocre brands and generic messaging to reach and engage with your ideal audience.
However, crafting a strong, memorable brand is a process and not one that should be taken lightly. You need an experienced team that can guide you through the process. The results should be even better than you or your team thought possible and should propel your brand, and your sales, forward. Whether you’re in need of a new brand identity or a brand update, get in touch with us.
PH3 Agency + Brewery is an Orlando marketing agency that crafts digital and creative strategies with immediate and long-term results for their clients.