Brand awareness should be one of your top priorities as a marketer.
As marketing becomes more competitive, grabbing attention is invaluable as your audience gets pulled in a million directions. The key to this is to build a distinct identity which will grab people's attention at first glance.
Let’s recap what a brand identity is…
Brand identity is the visible elements of a brand, such as colour, design elements, and logos that identify and distinguish the brand in consumers' minds.
Your brand identity is what makes you instantly recognisable to your consumers. Your audience will associate your brand identity with your product or service, and that identity is what forges the connection between you and your consumers, builds customer loyalty, and determines how your brand will be perceived.
Why is brand identity important for small businesses and startups?
Creates a strong first impression
A well-crafted brand identity instantly communicates your business’s values and personality, making a powerful first impression on potential customers.
For example, Nike. The swoosh was designed to represent a wing and plays on the brand's namesake, The Greek Goddess, Nike, also known as the ‘Winged Goddess’. She represents speed, strength and victory. The name of the brand has been as well thought out as the logo that accompanies it.
Builds trust and credibility
A consistent and professional brand identity helps build trust, making consumers more likely to choose your business over your competitors.
For example, Costa Coffee has built a reputation for quality and consistency and has been voted as the UK public's favourite coffee shop for the 13th consecutive year!
(It definitely gets my vote 🏆)
Increases customer recognition
Distinctive brand identity makes your business easily recognisable, helping customers remember and identify your brand.
For example, Disney, from its early beginnings as a brand that relied heavily on the popularity of Mickey Mouse, Disney has since grown to acquire a series of high-profile and industry-dominating companies.
Disney has led the way in terms of its instantly recognisable visual identity, innovation, storytelling, and consumer engagement, imprinting its values into the hearts and minds of all types of families from every corner of the globe.
Differentiates you from competitors
A unique brand identity sets your business apart from competitors and helps you stand out in a crowded market.
Let’s use an example that we all love - Nespresso Coffee, they have stiff competition but continue to dominate the market.
Nespresso doesn’t sell its coffee as normal coffee; it sells it as a sensorial experience, which makes a lasting mark in people’s minds. They differentiate from competitors by positioning themselves as a luxury, high-end, brand. Their logo does all the talking, it’s sleek, black and elegant in its execution.
If you are interested in reading more on Nespresso history, I recently came across this which was an insightful read - the Nespresso history: from a simple idea to a unique brand experience.
Developing a great brand identity takes time, resources, and creativity. One trick that will help you achieve a long-term brand identity is consistency. Be consistent by following and sticking to your brand guidelines.
When you have a strong brand identity, your target audience will quickly find you, buy your products, and refer more customers your way. So, avoid changing your company's visual elements unless it is absolutely necessary to do so.
Whether you're starting a new business or looking to revamp your existing brand, we're here to help you make a lasting impression. Book a call with us today.
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