Let’s imagine, for a minute, that you were a shopkeeper running a grocery store in the middle of a bustling sub-urban community. A customer comes up to you and asks for two items : a chocolatey malt-based drink, and a tube of minty fresh toothpaste. As soon as he requests these things, there is a high likelihood that you would have conjured up images of two distinctive brands in your mind. That, in a nutshell, is one of the main reasons that branding is so important to businesses.

When it comes to branding, brand imagery and brand identity are two key components of what makes your business stand out in the backs of your customers’ minds. In today’s blog post, we will be focusing on brand identity.

Simply put, brand identity is the visualisation of your brand. It’s how your customers, both potential and existing, perceive your business as well as its values and “personality”. Brand identity is mostly visual, but it can transcend the visual space to apply to any of our human senses.

Brand identity is crucial for all businesses as it is what makes a business unique. Oftentimes, consumers have a cornucopia of options when it comes to most goods and services, but will choose the brand that they are either most familiar with, or that resonates with them the most. As an example, there are hundreds or even thousands where one could get a decent cup of coffee, but Starbucks makes billions of dollars a year because of the uniqueness of the brand and what it has to offer. This differentiation can set you miles ahead of the pack.

Think of all the times you have traveled to different countries and passed by a McDonald’s in each of those countries. Apart from some aspects of localisation in the menus, the two golden arches are instantly recognisable anywhere. This is another key benefit of brand identity : association and recognition. If your brand adopts a sense of consistency in branding throughout various layers of your business, the imagery that your brand presents can be recognised by potential customers regardless of whether your actual product is visible or not. In other words, your brand speaks for your business, at all times.

Another underrated benefit to getting your brand identity on point is the psychological aspect of it all. If your business delivers consistent quality, assigning an amazing brand identity to it is a stellar way to ensure customer loyalty and trust. It’s a long-term game, but having customers associate your brand with best-in-class goods and services will always pay off. Just think of the Apple iPhone, sporting goods such as Nike or Adidas, or even luxury car brands like Porsche or BMW. There can be no doubt that you’re getting your money’s worth when you are considering one of these brands!

If you are ready to take your branding game to the next level, then you’ve come to the right place! Imej Branding Solutions is a Branding & Advertising Agency that loves creating addictive brands. Work with us and let’s see how we can to bring your brand to the forefront of your customers’ minds!