Brand image refers to all the elements of identity that a company possesses and is associated with; the name and logo, the catch phrase and/or the color and the font and so on.
Maintaining a solid, stable image on the market is one of the most important factors for business today, which is why it is so important for a brand to have a clear, unchanging image.
Done properly, brand identity builds market-specific demand, helps firms look different from their competitors, and creates the base for future development. Let’s continue reading to learn more about importance brand identity.
Memorable And Meaningful Branding
Starting from the name and the logo, a brand defines itself and its mission. These signals can be communicated to the customers right from the onset to establish what a company is and the kind of business it does.
Select a name that can easily be remembered and pronounced, but which would not remind anyone else of another similar name. A good logo is memorable, meaningful and appropriate for a wide range of printed material, and communicates the brand values.
For instance, the bitten apple emblem communicates Apple’s focus on technological advancement and constantly evolving innovative technology in an easily recognizable icon. That is, all the elements should come together to produce an identity that will appeal to target customers.
Consistent Brand Messaging
Once this is done, brands need to guard the consistency of the visual identity throughout all the touchpoints, from the marketing collateral, packaging, website, to every other platform.
That is because repeating what a brand stands for through the same slogans, images, and font and tonality provide brand reinforcement. Consistency assists consumers to identify brands more easily and also to retrieve the information regarding such brands much quicker.
On the other hand, some campaign themes or strategies may change from one period to another, but the major control over visual and verbal identification should not.
Reflecting Brand Values
People like consuming products and services that are associated with certain values that are deeply imbedded in a brand. Being socially responsible, having an ethical way of production or promoting community adds a value to brands other than business one.
For instance, TOMS Shoes based their marketing strategy on the company’s commitment of giving a shoe to a needy child for every shoe sold that would appeal to the consumers who are socially responsible.
Brand identity should in fact, capture and convey a sense of a higher cause. Just a simple act of saying we are sustainable in our products make the customer feel that they are doing right by the planet.
Adaptability Is Essential
This indicates that while it is valuable for consumers to have a consistent experience, there is a need for the brand to be updated. Brand identity should be consistent and it should remain as strong as in its original form.
Branded packaging, websites, in-store signage, branded swag, and other branded materials should incorporate branding elements but have a different unique feel for each given environment.
An excellent example is campaign slogans that can reflect the popularity of events or issues of the day but at the same time stays on strategy. Logo changes also mean that brands do not become stale or stagnant.
Future-Proofing Brand Equity
Brand image management by nonprofit web design firm is key in protecting future revenues and other success factors. The favorable awareness today leads to today’s sales and become strengths at the future.
Nevertheless, the attempts to protect the brand identity, such as through improper use or confusing messages, lead to brand weakening and, consequently, market value depreciation.
Brand identity has been established as the most important element of the ‘brand equity mix’ that is most effective for maintaining customer loyalty across growth stages.
Conclusion
It is crucial to create a strong, steady brand image for a business to develop. It allows for immediate acknowledgement that leads to developing first impressions about quality and value.
Done properly over time, brand identity offers the distinctiveness necessary to break through the noise and gain consumers’ attention and loyalty going forward.
While managers want to capture market share now but protect profitability in the future, then marketing communications should be anchored on brand identity.
