Importance of brand identity in defining businesses
Imagine it's a Saturday morning, and you've got yourself up early to drive to a field trip.
30th May 2023 By Adosphere
Imagine it's a Saturday morning, and you've got yourself up early to drive to a field trip. You skipped breakfast and are now hungry; just then, you spot the golden arches with a sign that reads 10 kms ahead, and you instantly know you have a McDonald's ahead where you can quickly grab a scrumptious breakfast. But the real question is did the board read Mcdonald’s? No. Did it induce you to come have a burger? Nope. But did you still know that there’s a big mac waiting for you ahead? Absolutely yessss! And that's exactly what brand identity does to a brand- makes it unique, memorable, and meaningful. In this blog we’ll dive deep into brand identity-why is it required and the impact of brand elements.
What is brand identity?
A brand identity is essentially how a consumer perceives and recalls a brand. It is what expresses the brand's personality and keeps it alive. There’s a reason why tweets are called tweets and not notes or post-its. It's because a distinguishing identity establishes the brand's tone in terms of how it wants to be recognised by customers solely from its color, typography, or mascot. A brand identity also allows an entity to express its story and demonstrate its values which inturn enables them to connect with customers who share similar beliefs or interests.
Why is it required?
Brand identity is not limited to massive businesses or high-end products. It benefits organizations of all sizes, right from small startups to huge multinationals. Whether you're selling cupcakes or building softwares, a great brand identity sets you class apart from the competition. Consider your favorite fashion blogger or fitness guru: their brand identity is the most crucial factor for their success. Dove, a global hygiene firm, ran a campaign aimed at enhancing women's self-confidence by challenging contemporary beauty standards. It went viral to an extent that even today, when you see an ad or a billboard with a woman who does not appear to be a model, your first association is probably Dove. Brand identity is thus necessary because its far more than mere logos and colors; it is about telling your story, emotionally engaging with people, and building a community around your brand.
Elements that help build a brand identity
However, before addressing elements, it is critical to recognise that brand identity is driven by a brand personality, also known as Archetypes. They serve as a foundation for brand positioning, distinctiveness, and the development of a distinct identity that resonates and persists. But well that's another blog altogether. Coming back, think of brand identity as a puzzle made up of various interconnected pieces. Each piece, such as the logo, tagline, and visual elements, fit together perfectly to create a complete picture. Similarly, below stated are limited elements part of a vast scheme, but to start with these are the things which define a brand.
Logo: The logo is a distinctive symbol or design that represents the business. It's similar to the company's face. When consumers see the logo, they instantly know the company. It aids in the recall of the company and establishes a visual connection.
Fonts: Fonts are like fashion choices for words-bold, playful, or elegant clothing that dress up your brand's individuality. Just like a fun comic sans font provides a lively atmosphere to a children's brand or a sleek and modern Helvetica font offers a touch of sophistication to a luxury company, the correct font can make your brand stand out and stand out in the crowded world of typography.
Colors: Colors are similar to the clothes that a firm wears. Each company has its own set of colors that it uses in its logo, website, and other media. They evoke a variety of feelings in people. Red, for example, might make people feel eager, whilst blue can make people feel peaceful. Colors can help create a specific atmosphere or feeling in the workplace.
Visual Imagery: The usage of visual components such as photography, artwork, and graphics helps define a brand. These images are consistent with the brand's tone, values, and target demographics, resulting in a unified and visually appealing brand presence.
Packaging and Product Design: Packaging and product design are critical elements of brand identity for physical products. The brand's identity is reflected in the visual aesthetics, materials used, and general design, thereby helping it stand out on store shelves.
In summary, the identity of a brand should be such that it sparks connections, ignites curiosity, and inspires loyalty. And if you need help building a brand that has people saying, "Wow, that brand sure knows how to have fun!" you know where to go *wink* *wink*
