We know it's beneficial to have a brand identity... but why? What can it do for us and is it worth the investment? These are all great questions to be asking and I'm hoping this article can answer them for you. On the surface of this blog there are 5* main reasons as to why it pays to have a good brand identity but, I’ll let you in on a little secret, there are at least 8 rolled into 5… here goes.
1. Your aesthetic helps define your brand - it's a reflection of your values and what an initial judgement could be based on; so if you're not looking the part they might start to question, "Are you playing the part too?".
Your brand identity helps foster an emotional connection with customers. Through design elements, messaging and tone, it conveys your brand’s values and personality, leading customers to develop a relationship with the brand on a deeper level. Which leads us onto our next point…
2. A good brand identity builds trust - If you're the only company in your industry with good, professional looking branding, that could well play in your favour. We're more likely to go with the company whose website has professional branding and provides a good user experience than one that looks like it could potentially be a scam... even if the branded one charges a bit more, we feel we can trust them more out of the two.
A strong, consistent brand identity conveys professionalism and reliability. When customers see a brand they recognise and trust, they’re more likely to feel confident in the quality of its products or services. This trust translates into long-term customer loyalty, bringing us nicely onto…
3. Consistency!! I can't stress this one enough. Having a brand identity and brand guidelines means that you can create consistency across all platforms, whether that's your socials, website or print. It shows you know who you are and what you're doing as well as, again, building trust - because people then know what to expect from you. Not only that but a well-defined brand identity will support your marketing efforts as it provides the foundation for all marketing and advertising campaigns. It also…
4. Differentiates you from competitors - A solid brand identity can help set a company apart from its competitors by creating a unique visual and emotional presence within the market. This way, customers recognise and distinguish the brand from others, making it easier to stand out in a crowded marketplace.
5. Finally, it can increase brand equity - I guess I did touch on this slightly within point 2 but to elaborate, an increase in brand equity refers to the value a brand adds to a company. Well-established brands often command higher prices, face less price sensitivity and enjoy greater brand recognition, which can translate into higher sales and profitability over time. This can be a game changer for some companies.
So, does your branding tick these boxes? Or are you maybe thinking “perhaps my branding isn’t working in my favour” and you’d like to look at changing that?
If you need a hand, let’s chat about it! I have free consultations available if you’d like to look at revamping your branding; feel free to get in touch at hello@serrano.media and we can look into it together.
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