Branding – What is Brand Identity?

Right then, let’s break this down. Branding and your brand’s identity is hugely important! Brand Identity basically refers to all the components including the name, logo, tone of voice and typeface (everything that shapes an appeal) relating to a company, person, product or service. It works particularly well when it is consistent.

Brand Identity is the message the consumer receives from the product, person, or thing. The brand identity will connect product recognition. For example, a recent survey was done by asking people on the street to tell them the first product that comes to their mind when they hear the word, Bose? Unanimously, it was the headphones. Bose established the brand identity for their headphones.

Brand identity should be a consistent message received by its audience. If a portion of the identity is a particular shade, consistency of the color is imperative in maintaining the product identity. The identity must match the image projected to the public.

So, what’s the Purpose of Brand Identity?

Setting guidelines and consistency. Whether the product is a person, image, or an item, consistency exhibits, product leadership, marketing, support, and operation. Consistency in identity projects the corporate culture that surrounds the product.

The Key

The essential thing in branding is clarity of what is being offered, whether it is a product, service, or person. Image and consistency play a huge role in branding. Branding is the big plan. It describes the expected results of a product or individual. The reputation of the product or person is essential to the branding results. As seen with many “celebrities,” their branding starts great, but the product, the “celebrity,” couldn’t maintain the image painted for success. Stardom has often been short-lived for the “celebrity” when they are unable to maintain the standards promoted in their branding.

When it comes to a physical item or service offered, the quality is quite often the branding technique referenced. If the quality decreases, branding results in a false image and the reputation diminished. 

Rebuilding and Repairing your Branding

Another item projected on a regular basis is “reputation rebuilding.” When a product, service offered, or a person’s image is damaged by a defective product, poor quality or reckless activity, a PR Agency may be asked to reconstruct and repair the damage. Repair is not always advisable, and often re-branding is advised.

Today’s fast-paced, image building, and branding use videos for a quick and instant visual tool. Image repair is often achieved in the same manner with short, quick, videos lasting just a few seconds, leaving a picture image of the expected result. Establishing and building a brand is simple compared to repairing and replacing a damaged brand or image. Establish clean, clear, and crisp branding that displays and projects the desired message does not have to be complicated, but concise and consistent.

Mistakes When It Comes to Branding

When it comes to branding, it’s not unknown for companies to make mistakes that actually weaken their branding efforts. A few include:

Inconsistency
Consistency in messaging is key when it comes to building your brand, but companies will often work to brand certain components well, while forgetting other components such as their telephone messaging, Websites, business cards, etc. All the services we offer!…You get the idea. 

Lack of Internal Training
You’d be absolutely amazed at the number of businesses that launch a brand, but don’t train their teams and get them fully onboard. Your staff are essentially walking adverts, they have to understand the brand and what it stands for so that they can reflect the message that you share. 

Lack of Updating Your Marketing Material
This should be the first thing you do! Don’t forget to refresh your marketing and ensure that all your materials are bang on message, get rid of the old ones so that your brand is front and centre. You don’t have to redo all of your marketing materials, but it’s vital that you create updated materials that share your core services and offerings.