In the marketing world, we talk about your brand a lot. A lot, a lot. With so many businesses working hard to stand out from the crowd, it’s crucial to create a strong brand identity that gives companies that extra edge with their audience. But what does brand identity even mean? How do you build one successfully? If these concepts have always felt a little unclear to you, you’re in luck! For the next few months, we’re taking it back to branding basics. Let’s start with what building a brand actually means.
What is a brand identity?
Over the years, the idea of a “brand” has evolved to encompass more than just a catchy name or clever logo. A brand identity is composed of not just your brand itself—that is, the specific services or products you offer—but also what your values are, how you communicate what it is you do, and how you want people to feel when they interact with your company. To put it into simpler terms, your brand identity is the personality of your business.
Jeff Bezos once said that branding is what people say about you when you’re not in the room. That’s because it leaves an impression on your audience long after you’ve captured their initial attention or “made the sale.” A strong brand identity gives you the tools you need to shape that impression in your favor.
Why is brand identity so important?
Because it embodies practically everything your business is and does, brand identity is crucial to the long-term success of your company. To build a well-developed brand identity, there are several factors to consider.
Making a memorable brand logo
Logos are the face of any business, and as such, they should be distinct. Think Starbucks, Coca-Cola, and Apple—most of us immediately associate the brand with the logo, and that’s what you should be aiming for! Logos tell the public that <this image> means <your brand> and that’s why it should be something you consider carefully. Neon Canvas has a team of brilliant designers who would love to work with you on creating a custom logo that tells your brand’s story in a single image!
Building and maintaining credibility and trust
Having a strong brand identity make your product memorable, and it also creates a sense of authority in the marketplace. When you make your presence known via brand identity and maintain that presence consistently over time, your brand will develop credibility and build trust with your target audience. This will set you apart from your competitors, and often lead to both repeat business and customer referrals.
Living out your mission statement
It might sound kind of hokey, but creating a strong identity for your brand means deciding what matters, and in turn, what you stand for. This gives your business a known purpose! Many companies have mission statements, but we feel that those are merely words without a well-developed brand identity.
Creating a template for advertising
Your brand identity provides you with a template for everything you would include in advertising, whether it’s targeted ads on social media, more traditional print advertising, or something else entirely! If your brand has already made an impact in the marketplace and built industry credibility, you’ll be well prepared to promote it in a multitude of ways.
Generating new clients (while keeping your current ones happy)
When your brand identity has a recognizable face, well-earned trust in the marketplace, and a clearly defined mission, it will be primed to attract people who are open to what your brand has to offer. But that’s not all! Once they become clients, this same brand identity will give them a sense of belonging. This can take them from customers to advocates for you and your business, generating authentic interest and business that you literally can’t buy.
As you can see, building a brand that people recognize, respect, and recommend can take quite a bit of time and effort. There’s a lot to consider, from the overall vibe of your team to your visual impact in the marketplace. Remember, your brand is everything your business produces and represents! When you take the brand building process seriously, it will give your business life, depth, and—you guessed it— a strong brand identity.
Once you have the essential components in place, you’ll be ready to build your brand into something really special. Next month, we’ll look at how you can do this by implementing several simple steps. Be sure to check back so you don’t miss it!
It’s important to our team that your brand is not only successful, but thriving! We appreciate you giving us the opportunity to help you do exactly that, and look forward to working with you as we head into another new year.
Kyle Fagala, DDS, MDS
Co-Founder, Neon Canvas