There are millions of brands in every product category, be it food, fashion, agriculture, transport etc. This means each brand is trying to send its message across to their customers. So, how do you stand out and break the clutter of various brand messages being sent out all at once? How do you increase your brand recall value?
The answer is, a unique brand identity for your brand. Showcase the core values that your brand stands for along with a visual element used to promote your business. Brand identity is more than just a name or a logo, it comprises of variety of marketing materials like business cards, stationary items, signages, packaging, website etc. It also includes having a corporate color that is reflected in your advertisements as well as in your office decor.
All these marketing materials make up an identity for a brand. This helps you send a consistent message across all platforms, be it digital or traditional. Marking your presence in the minds of your customers is easier if your brand has a distinctive brand identity. They will be able to recognize your brand among all the other brands.
There is a perception in consumer’s mind that having a brand identity means that a brand is well established, therefore customers are more loyal towards the brand. Gaining customers’ loyalty is every brand’s goal and building an identity helps you achieve it effectively.
Once you have successfully created an identity for your brand, make sure you keep an eye on all of your communication as it must represent your identity. Draft strategies according to your brand identity. Set a tone for your brand. Do you want your brand to be associated with youthfulness and quirkiness or do you want to be portrayed as a luxury brand? After deciding your brand persona, stay consistent. Create all your communications in line with your brand persona.
In conclusion, the world is a global village in which millions of brands are competing across borders. This means that it is easier for your brand message to get lost in the clutter. Remember, brand identity is the key to make you stand out from the other brands, competing in the market.