Written by Jeremy Mako
When consumers are asked what they think a brand is, the first thing which often comes to mind is a logo, company name, or the colors associated with that brand. The truth is all those things are part of a company’s brand identity, but there’s also much more to it. At the age of 3, American children can on average recognize 100 brand logos. It takes more than a cool logo to generate that kind of recognition. In today’s market, consumers are bombarded with endless options when it comes to products and services. This competitive market makes it that much more important for brands to stand out from their competitors. Establishing a brand identity is one way a business can set itself apart and encourage brand loyalty. Before building a brand image, it’s important to establish a brand identity. These sound very similar, but there is a distinct difference between brand identity and brand image.
Brand Identity vs. Brand Image
Brand image is primarily thought of as the visual aspect of a brand. This is where a company’s logo plays a large role. Creating a successful brand image starts with a strong visual image to represent your business. Brand identity refers to more of what goes on behind the scenes. The identity of a brand refers to what the intent is behind the branding. A good way to think of it is that brand image is the result which is seen from the work put into the brand identity. Overall, the colors used by a brand, images and language used in advertisements, and employee interactions with customers all contribute to a brand identity, among other things. This all comes together to form a certain image inside the consumer’s mind to influence their perception of a brand.
Building a Brand Identity
There is no one size fits all method to building a brand identity. This is a process which will vary across different industries. However, there are a few necessities and broader steps which should always be considered. The first step should be to take a look at the market and how your business fits into it. One common strategy for this in the marketing industry is creating a SWOT analysis. This allows you to evaluate your strengths and weaknesses along with the potential opportunities and threats which face your business. This allows you to gauge your position in the market and plan accordingly. The next step should be to identify what the key goals are for your business. The goal should be to develop a brand identity which aligns with these business goals and works towards achieving them. Once you understand what your business goals are, you can begin to identify your customers. Understanding your consumer plays a huge role in developing your identity. If your business doesn’t resonate with consumers, you don’t have a business. Developing consumer profiles can be done by conducting research in a variety of ways. This might be combing through data or even primary research with potential consumers. The final major step in developing a brand identity is deciding on an overall message and personality you want your business to align with. Trying to target too many people won’t help you to stand out in the market. Instead, you should craft your persona to relate with your target audience. It should also flow well and create a coherent vision of your business.
Why is it Important?
Branding is arguably more important now than ever. The rise of social media has brought thousands of new businesses to the fingertips of consumers. Improved technology has also lowered the level of entry for new businesses looking to jump into the market. This creates an extremely competitive market, making it harder for brands to grab the attention of customers. One of the biggest advantages to building a brand identity is that consumers will recognize your business. If you build your business to look just like everyone else, consumers don’t have a reason to choose you over your competitors. Branding on the other hand provides consumers with a much more memorable experience. Another benefit to branding is building trust with your customers. Obtaining trust isn’t an easy task. But trying to do it without putting a face on your business is almost impossible. Branding your business gives you more credibility than the next business without an identity. One good example of this would be accepting a follow request from an Instagram account. Are you more likely to accept the request from someone without a profile picture or someone who shows their face? Chances are, the face is more familiar and gains your trust more. Branding also goes a long way when it comes to advertising. Creating a cohesive message goes hand in hand with building trust and standing out. One cohesive message is easier for consumers to follow and understand. They will also begin to associate this personality with your brand which can be used to your advantage. Overall, building a brand identity is essential for any business looking to succeed in the current market. Without branding, it’s unlikely you’ll stand out or connect to consumers.
References
Brand Logos Getting Put to the Test
AMA University of New Hampshire 
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