[If you aren’t familiar with what brand identity is, check out our previous article HERE where we covered what that is.]
While we all know that there are many contributing factors to a successful business, having a strong brand identity is something that is often overlooked.
Here are 3 reasons why your business needs one.
Any wise businessman will tell you not to do business with everyone, but instead, to do business with the right people. You want customers who share your business’ core values because they are the ones that will be most loyal.
For example, if your business is selling premium coffee, your ideal customer isn’t John who is only willing to pay RM2 for a cup in a local coffee shop. Your ideal customer is Jane, the coffee enthusiast who has been researching online on coffee makers the past couple of weeks.
A business with a carefully [and intentionally] crafted brand identity will simultaneously attract Jane and detract John, helping you close sales that you want as a business owner. This also brings us to the next point…
We mentioned earlier that you’ll want customers who share your business’ values because they will be the most loyal. You can bombard your customers’ social media timeline with your mission statement and values but let’s be real here—the majority of people are not going to ever read them.
So what’s the best way to communicate that with them? You guessed it. Your brand's identity.
Let us consider just the “look and feel” of the Apple brand. All of its customer touchpoints—from browsing the website, to entering one of its Apple Stores, to unboxing your newly purchased iPhone—yields an “Apple experience” that is governed by Apple's brand identity. Without explicitly saying it, Apple communicates the importance of form factor, having a sleek and stylish look, and a premium feel across all its products and services.
And here’s where it gets a little more interesting. A customer, let's call him Tommy, who seeks a status symbol, wants to demonstrate he has good taste, and believes tech should be intuitive is going to find it easier to identify with Apple's brand identity on a subconscious level. Tommy here is very much the potential loyal customer that Apple wants.
Have you ever been in a situation where you can’t quite recall a brand name but remember some visual elements of it? Like an interesting material used for all its packaging or a certain colour palette used throughout its store or website?
A consistent brand is memorable.
Yes, people will often forget the finer details but ensuring your brand’s design is as consistent as possible in all of your touchpoints will help them remember your brand.
At Lógos, we believe that design should be purposeful. A clearly defined brand identity is like a North Star—it guides you into making a variety of critical decisions that will impact your business direction and the customers you are targeting.
Speak to us if you’re interested to have your very own brand identity!
References:
