WHY BRAND IDENTITY IS SO IMPORTANT FOR A BUSINESS
Plus How to Build Brand Identity and What Mistakes to Avoid
On paper, the importance of brand identity is to make a memorable impression on potential customers and let your customers and clients know what to expect from your company. It is a way of distinguishing yourself from the competitors and clarifying what it is you offer that makes you the better choice.
This is very true and may sound straightforward, but the essence of brand identity is less definable. These days, a fully developed brand identity is as 3-dimensional as a personality and it takes thoughtful introspection to create - but it’s well worth it.
We like to describe a brand’s identity as its je ne sais quoi, in other words, that certain something special that makes their brand one of a kind. There is no one word that can explain what that certain something special is, but it comes together with the correct recipe of intuition, ingenuity, and insight.
Brand styling is our passion because when it is done right, a successful brand will:
Establish company recognition because your identity is distinct and strong.
Build trust when you put in the effort to create a brand. It shows you care and are an established, credible business.
Strengthen advertising campaigns through brand cohesion and clear communication of brand identity and values.
Boost employee morale by creating a sense of unity and team spirit within your business.
Create loyal customers who feel connected to your company because they can relate to the personality of your brand.
All of these elements, paired with a quality product or service, set your business up for success in the form of growth, increased revenue, and a community of customers.
Where did the concept of brand identity come from?
Brand identity has developed to be such a vital part of business because of one major relationship: consumer trends and capitalism.
It started in the 1950s when companies like Procter and Gamble, General Foods, and Unilever “developed the discipline of brand management, or marketing as we know it today, when they noticed the quality levels of products being offered by competitors around them improved. A brand manager would be responsible for giving a product an identity that distinguished it from nearly indistinguishable competitors”.
Since then, advertising has skyrocketed, taking on a new meaning and importance after the days of ‘Mad Men’. Many critics would blame this booming industry for the elevation of consumption over other social values, the increasing use of goods to satisfy social needs, and the increasing dissatisfaction of individual consumers with this trend. In other words, the rise of materialism.
But really, this is the natural trajectory of capitalism and the result is a huge amount of competition, hence why brands need to go above and beyond to ensure they stand out in a crowd.
Beyond standing out in a crowd, consumers today want authenticity, responsibility, and relevance from the brands they give their loyalty to. Brands that can achieve this and offer a quality product or service are the businesses that find success in the market.
How do you build a brand identity?
Building a brand identity is the core of your digital marketing strategy because it sets the tone for everything that makes up your online presence.
Whether you are creating a personal brand or building a brand for your business, the steps to branding start in the same place: identify your target audience and your brand mission. To do this you’ll need to:
Research your audience. Learn who they are and what they want.
Identify your mission statement, value proposition and personality.
Once you’ved nailed this, take that knowledge and let it inform your brand identity design. Start getting creative with your visual branding like your color palette, typography, logo design, and imagery inspirations. Enhance the visual element with a clear tone of voice - like confident but sassy, or ritzy and professional. This will color the language that you use when speaking to your audience.
All of these pieces: target audience, brand voice, logo design, color palette, imagery inspirations, typography, come together to become your brand guidelines. Marketing 101 dictates that all communication must be consistently on-brand. Without clear brand identity guidelines, that would be impossible. If you need help putting together brand guidelines, check out our style guide package: Brand Accelerator. Whether you need a revamp, or you’re starting from scratch, or need to fill in some gaps - we’d love to help!
Some things to avoid when building brand identity:
Don’t give your customers mixed messages. Stay consistent, clear and keep it simple.
Don’t copy your competitors. Competitors can inspire you, but always add your own twist.
Don’t lose consistency between your online and offline marketing. Colors, theme typography and messaging are constants.
How hiring a brand stylist can help
After a few collective decades of applying our creative process in fashion and marketing, we use our specialized skills like instinct, insight & practical application to make brands look and sound their best so that they can attract the right audience and serve their purpose.
Like a fashion stylist who creates an editorial shoot or curates your closet, a brand stylist makes your brand appear intentional, inviting, >>> marketable. It starts with giving the brand owner added confidence in their brand because "when you look good, you feel good", and when you feel good, others can be attracted.
We give a lot of creedence to appearance, but we are not shallow. From decades in the fashion industry, we’ve seen how your appearance tells your story and creates an emotional response from the viewer, which inspires a connection between the viewer and your brand. This is key in building brand recognition, trust and loyalty.
We want to help you tell your story with that je ne sais quoi infused in every aspect of your brand identity.
Let's have a no-obligation chat for 15 minutes and discover how we can elevate your brand. Limited slots available.