Revive Projects' Basic Principles of Brand Identity
July 22, 2014
A lot of people do not understand why a Brand Identity is so important. Creating a brand identity can’t be done in a day. It can sometime cause businesses a lot of time, energy and effort and money to turn around your small business into a popular brand or corporate tiger.
However, with more affordable viral and online mediums, branding has become a much more easier and affordable excercise for businesses. Nowadays, even the average Joe who sells products online can turn it into a million dollar empire and develop a compelling brand identity with thousands of followers.
Customers are driven by your brand identity to choose your business over the businesses you are competing with. Your brand image is affected by several factors as to how your appear in the market. So what is it that turns your business into a brand, something that creates loyal customers who recommend and stand by your offering?
Let us discuss the basic principles of brand identity.
What Is A Brand?
In the old days brand was derived from the Old Norse brandr, which means ‘to burn’. It refers to the practice of burning a symbol or brand into the products by their producers. The use of the word brand in the field of marketing started in the 19th century, with the introduction of packaged goods. While selling these goods, companies then required a certain logo or symbol to mark their products.
Today, the word ‘brand’ represents more than it’s literal meaning. The business brand is the face of your business' product or service. It’s like a badge that signifies an assurance to your clients that you will deliver the best. It highlights the unique quality of your business that attracts customers that will by your products or services.
The brand is the first building block of your corporate identity and determines the position and strength of your entire marketing strategy.
Various Components of Brand Identity:
Creating a brand image for your company: This requires careful and elaborate planning.
There are various components that make up a brand identity that are enumerated below:
Brand names of your business and its various products
A logo for the business or product/service
Stationery sets like business cards, letter head, envelopes, etc.
Marketing materials like flyers, brochures, post cards, etc.
What are the benefits of having a brand identity?
One of the main objectives of any business is to create trust. By having your own brand identity you gain your consumers' trust and you are able to establish a good reputation in the market. It is important to note that your brand identity displays an impression that you are a strong organisation and have been operating for a significant amount of time. It also creates an image of how robust is your degree of commitment and responsibility to your business and your consumers.
Your business can also be easily recognised through brand identity and it sends more clients to generate more revenue for your business.
Clients will be convinced that you are a master of your craft. This makes your business more reliable and trustworthy which is a key to your success.
Your business will also be perceived by clients if you have a well designed web site. To them your business is bigger than what it appears to be.
Most importantly, the brand identity will be able to explains the values and objectives of your business. It explains what your business stands for and why it is different from the rest of the businesses present in the market. It also creates recall to your consumers.
Finally, a brand identity can elevate the confidence levels of your business. You can say that you're successful for being able to create your very own brand identity.
How to Rework Your Brand Identity
Do not attempt to make any sudden changes in your brand identity. If you want to re-brand your business, do it slowly. Try to condition your consumers on the changes you want to make. By making abrupt changes, it sends a signal that there has been a change of ownership and this will create a negative impact on your business. You don’t want to disrupt the existing emotional ties between you and your customers.
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