What is brand identity? It is made up of how a brand communicates with its audience. This includes its values, opinions, and how people feel when they see the brand. Essentially, brand identity is the personality of a business.
When someone says ‘brand identity’, most people think of logos. Logos can play a huge part in developing a strong image for a brand, due to their ability to symbolise something. However, they aren’t the entirety of a brand; a logo is just a small step into achieving a strong identity.
Most markets are now relatively fragmented, making it harder for businesses to make a name for themselves or stand out from competitors. It’s crucial to understand what your unique selling point is as a business, and market it to your audience in order to stand out from a saturated market.
In the words of Jeff Bezos, ‘branding is what people say about you when you’re not in the room.’ Think of branding as the face of your business, and the root of your brand identity. A strong brand identity doesn’t just make your brand look pretty, but also makes you more trustworthy. A consistent message is far better than inconsistent, different messages.
By identifying and analysing your audience, you’ll learn what they want to see and hear. This is why research is so important when it comes to brand identity. It’s difficult to target a brand at multiple different demographics, so this must be considered when it omes to how you want people to react to your brand.
It’s important to know what not to do too, so that your messages are consistent and you can benefit as much as possible from shifting your brand identity. Having a steady message across all online platforms as well as offline will only help to enhance the credibility of your business. Make sure you don’t copy your competition. No matter how successful your competition is, make sure you always put your own twist on things to make your business stand out more. No one likes a copy!
Similar to other aspects of your marketing, it can be challenging to know when you’re doing something right (or wrong). This is why it is crucial to measure your success, so you can implement changes when they’re necessary.
Creating a memorable brand isn’t easy, but when consumers instantly recognise you and what you stand for, it’s definitely worth it! If you need help crafting a more coherent brand identity, then we’re here to help. You can get in touch on 01276 858 880, or email me directly on louise@petsubjects.co.uk – we’re always up for a chat!