Let’s be honest: brand identity sounds vague and new-agey. And we’re not about that. So we’re getting down to the brass tacks. Here are the essentials.
What is Brand Identity?
‘Brand identity’ is an umbrella term. Just like a person’s identity, brand identity is multifaceted. These are just a few things that are most often part of it:
- Tone
- Logo/design
- Tagline
- Fonts/typeface
- Unique products and services
- Jingle
Essentially, it’s the look and feel of your brand. It’s how people recognize a brand. For example, the golden arches and “I’m Lovin’ It!” are clear markers of the McDonald’s brand. Both the slogan and the design are a part of their brand identity, along with Big Macs, of course.
Brand identity should be a consistent message received by its audience. If a portion of the identity is a particular shade, consistency of the color is imperative in maintaining the product identity. The identity must match the image projected to the public.
Why do I need a brand identity?
It’s important because your brand to be recognizable, unique, and consistent. Everyone in your team, and your affiliates, should be well-versed in the look and feel of your brand, and the tone of its messaging.
What are some markers of strong brand identity?
It boils down to a few key traits:
It’s clear: You know what they’re about. You know what the sell. You know what values they promote. And you don’t confuse them with another brand.
It has a good reputation: Nobody’s perfect. But in general, a strong brand identity is usually intertwined with a good brand reputation.
It adapts: A strong brand can adapt and repair in the face of challenges without watering down the fundamentals of the brand.
It’s consistent: With a strong brand identity, your tone and messaging are consistent across all channels, and in all interactions with customers and the public at large.
The whole team is on board: Everyone, from the CEO to the cleaning crew, should know your brand identity, and be attuned to its message.
It’s totally possible to build a strong brand. And it’s necessary to your marketing success.
How’s your branding? We can help you tighten up: talk to us!
