Why Brand Identity Is Important
Brand identity is how the consumer will perceive the company and how the brand will stand out over the competition. It consists of a logo, color selection (color theory), slogan, tagline and customer service. (There are more aspects to brand identity, But the above points are all I am going to touch on to keep it short, sweet and straight to the point)
A strong brand will know exactly what their consumers want from extensive research on their potential buyers. They will know the phycological reasoning behind what color(s) they choose for their logo. Color plays such a vital role in the brand identity of a company. You want your consumer to feel something when seeing your logo.
See below for an infographic of the emotions behind color choices.
Think of Apple, they do a lot of research and focus groups to know their consumers wants and needs. There could be a replica of the Apple Macbook, but Apple is so well known and trusted that many consumers will pay extra for an apple product over the competitor. (Especially if you’re a designer. LOL)
Big companies rebrand their company logo so often to appeal to their target audience. The most recent rebrand across big box companies were to switch to lowercase letters in their logo, they said it looked more “hip and modern”. According to azcentral.
If you’d like to learn more about what goes into designing a logo click here.
Slogan and Tagline
The companies slogan and tagline should have their unique branding voice, whether it is fun, serious or fancy. Think of Home Depot, when you hear that mans voice on commercials over the radio you know automatically who the company is. Also when you see or hear “more saving, more doing” you know that it is the Home Depot because they are a strong, well-known brand who have been consistent with their tagline over the years.
Consumers will pay more for a well-known brand name that they trust. Same with customer service, consumers will pay more for great customer service. As a brand you need to deliver your promise, whatever it may be, you’re the company who is trying to solve a problem for the consumer whether it be apple for having a product solution for communication or Home Depot for having solutions for home renovation projects. Again, most consumers will pay more for a brand that they know and trust. And a company that lives up to their values.
Last but not least, always be consistent with your brand. Put your logo on everything. Be sure your logo is the same everywhere, such as business cards, websites, banners, flyers and storefront. You want your consumer to recognize your brand identity, voice and personality no matter what platform it is being viewed on.
Comment below, what are your thoughts on Branding?
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