Brand identity is how we want to portray our business to our customers in a way that they can identify it and relate to it easily and also that they can recall it at any point of time.

This includes how we design of our logo, choose our business name, the colours and shapes or graphics we use, the tagline of the brand, the language we use etc.

Brand identity is different than brand image, which is the result of these efforts. i.e. a good brand identity translates into a positive brand image. The strongest brand identities are instantly recognisable– even to small children – and immediately convey a message about that business, and as a matter of fact the user can recall the same without a stammer.

Here are the top five reasons of the importance of Brand identity:

1. Personality: A brand identity is the visual representation of the values and “personality” of our brand. Identity design essentially sets the tone of the brand, and it can be used to generate specific feelings in the audience. The brand identity should be designed to communicate the company’s overall message that gets imprinted in the audiences’ memory.
2. Consistency: Developing a brand identity allows us to create a consistent message across all marketing communications. Every element should be uniform and follow a specific pattern / format like same basic styles and design elements, creating a cohesive branding package, maintaining the brand colour, the font styles etc.
3. Differentiation: A brand identity helps to differentiate our business from the competition and appropriately position our brand. To stand out to potential customers in the market, the brand identity has to be professional, creative and easily relatable. It should never be complex in nature. The audiences always remember simple and catchy names, creative designs and attractive colours (not at all the ones that’s are too loud).
4. Awareness: Creating a brand identity package ensures that the brand is at the forefront of all the marketing materials and communications, which leads to increased brand awareness. The more places the brand is featured, more contact it will make with consumers, and the more recall value it will create.
5. Loyalty: An effective brand identity always helps to build customer loyalty and trust in a brand, as it allows customers to make a connection between a product and the company very easily

Brand Identity : The knowledgeable and the ignorant.

A company’s brand identity is an extremely critical element which has to be correct. When time and effort is invested towards the same, it can bring tangible results without a doubt.

Many company owners / entrepreneurs think otherwise and argue on this topic. That’s where they make the primary mistake. Every single brand that is renowned has worked towards the brand identity resulting in an excellent brand image.

There are many company owners / entrepreneurs who constantly denies the primary factors like application of Golden ratio and colour science in designing the logo. They don’t even understand whether an image based logo or a text based logo will be suitable for their business, they fail to understand the importance of using brand identity across all marketing channels and communication.

Brand identity cannot and should not be compromised or put in the secondary importance category. It has to be done by experienced professional to bring out the best of a brand Identity.