WHAT BRAND IDENTITY IS AND WHY YOUR SMALL BUSINESS NEEDS A GOOD ONE
If you came here, you might know that your business needs some refreshment, so let me help you with that.
What exactly is brand identity?
In short, it is the expression of your business. It is the unique language of your brand (not just a logo!) applied on all its touchpoints, conveying your essence, style, and feel and helping to tell your story.
A touchpoint is any way of interaction a customer has with your brand. It can be a coffee cup, a website, a conversation with your employee, packaging, an email, a social media profile, sounds, or even the hand soap in your facility. It is through these touchpoints that your customer will generate a perception – good or bad – about your business.
If you want your positioning to be more recognizable and trusted by your customers, having a good brand identity is vital for your small business.
WHY IS A GOOD BRAND IDENTITY IMPORTANT?
Let’s put ourselves in our customers’ shoes. If I had to choose between a company that has the same style and message across all media, whose design I recognize even without having seen its logo, and a company that looks like a different brand every time I see an ad, which one would I choose to invest my money in? Which one seems more trustworthy? Simply because I don’t want to take a risk, I would choose the first one. Besides, I would feel more respected by a company that does not present itself as a mess.
If you think good design is expensive, you should look at the cost of bad design. - Ralf Speth, CEO, Jaguar Land Rover. Click To Tweet
Brand identity helps your business to tell a story and express personality with which customers can identify themselves and start a loyal relationship.
If you want your customer to perceive great value in your business in a way that is worth the investment, you need to stand out from the crowd.
If you think your brand identity doesn’t represent your business anymore because it has either evolved or changed, or even because its design is outdated, let’s rebrand!