Logos, colors, taglines, and font may seem like one-off design decisions, but they actually come together to create consistent, memorable customer experiences under the umbrella of brand identity.
Brand identity is how a business presents itself to, and wants to be perceived by, its customers. It is the result of how a company chooses its name, designs its logo, uses colors and visual elements, crafts copy in advertisements, and even how employees interact with customers. All these elements create a certain image in a customer’s mind.
In a world over-saturated with advertisements, social media posts, and video, a strong brand identity can help you break through the clutter. And, once you do catch your audience’s attention, your brand identity will help you stay top of mind.
Here are three reasons why brand identity matters:
A brand identity isn’t created overnight. Nor does it simply involve updating your logo or testing a new tagline.
A brand identity must first start with your customers. You need to truly understand your target audience before you can begin creating a brand identity that will resonate with them. Once you gather enough insights and research, you can tackle these five tactical elements of your brand identity:
Your company’s brand identity should appear in places where your customers already are. If your ideal customer is a sports fan, consider sponsoring an event in town. If you are trying to reach young audiences interested in makeup, partner with a beauty influencer on social media to repost your content. Consistently meeting your ideal customer where they already are will not only help to educate new customers about your business but will also build that much-needed recognition (and allow you to show off your shiny new brand identity!).
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