In this competitive world of business, in order to make your product and services outshine than others, you need to do proper marketing.
And brand identity is one of the common mindset among business owners who focus on marketing and selling.
While you may feel saving time for a moment, however, ignoring brand identity only causes problem for a long run.
Looking after your brand means your message is getting through loud can clear to your consumer.
But what exactly is brand identity? What does it do to your products and services? How does it help you to shape up your business?
These sort of questions will certainly arise on your mind when you hear about brand identity.
So, let us make your confusion clear by giving you some brief information about brand identity and how can you implement it in your business.
What is Brand?
The word “brand “is used pretty lightly these days.
For instance, many businesses uses the word “brand” to talk about logo, through logo is just one part of the brand, however brand is more than just a logo.
Brand is actually a set of expectations, memories, stories and relationship that takes place with regards to the consumer’s choice on the product and services.
Along with logo, packaging, and personality, brand represents service, price, quality and corporate responsibility as well.
Basically, brand is an experience that separates your products and services than other businesses through your customers.
What is Brand Identity?
As discussed above, a brand is totally an emotional and philosophical concept of your product and services.
However, brand identity is the visual component of a brand that represents those larger ideas.
Brand identity includes logos, typography, colors, packaging and messaging which reinforces the existing reputation of a brand.
Basically, brand identity is a path to attract new customers to a brand while making existing customers feel at home.
Your brand represents and reinforces what you want to set in your customers’ mind. Hence, it is vital to keep your brand identity consistent.
Also, the message portrayed by brand identity needs to be clear, and it needs to be the same no matter wherever it gets displayed at.
Common Mistakes When it comes to Branding
When it comes to branding, it’s common to make mistakes that weakens their business visibility.
So, here are some few mistakes that businesses do when it comes to brand identity:
Consistency is one of the major component required when it comes to developing your brand.
While companies often work to brand certain components like logo, broachers, but forget other components such as websites, and business cards.
To be consistent with your brand identity, you be equally responsible for all the factors related to your product or services.
Lack of Internal Training
Most companies that launch a new product or services, fail to train their employees and get them on board.
Basically, employees themselves do not understand their companies brand value and hence, make up mistakes in front of the consumers.
Employees are the core of your business. They do not only need to understand the brand, but what the brand stands for.
Lack of Updated Marketing Materials
In this competitive world, if you don’t grow with the trend, you will always stay behind.
Most of the businesses use old marketing materials and techniques to showcase their brand identity.
However, it is extremely vital to be updated with the latest trend and share your core services and offerings with your customers.
Types of Branding
There are lots of different types of brands depending on their nature. Here are a few of them.
One of the most reputation-focused types of branding is corporate branding.
Corporate branding is all about making a cultivated name for an entire corporation.
Customers will associate the organization’s name with a promise that they stand behind the service they offer.
Corporate branding has long-term effects, as once a company gains brand-recognition, customers tend to automatically trust new products associated with the brand.
Service branding involves adding a value of service to the brand.
It is a type of branding that puts a strong emphasis on the customer, hence providing your clients with impeccable services.
Service branding focuses specifically on adding perceived value to customer service, using it as a selling point.
This branding type is difficult because the offerings are totally intangible.
However, once developed you need to maintain a consistently high level of service delivery.
Personal branding, also known as individual branding is the brand which a person has built around himself/herself to promote his or her career opportunities.
This type of branding is associated with how people market themselves and put out or project themselves via media.
Personal branding is particularly important for celebrities, politicians or even digital marketers who want to maintain a positive public image.
And, when building a personal brand, social media becomes a very powerful tool to reach wider audiences.
Product branding is the perceptions associated with the commodity or good so that it exceeds the functional capability.
Unlike service branding, product branding is easy and measurable as well.
It is a type of branding that gets consumers to choose one product over another based on the brand alone.
Product branding are very common in FMCG industries.
Geographical branding focuses on the unique traits of a specific area or region as the selling point of a particular place and why should you visit there.
This type of branding is mostly associated with countries or States or cities or even building or streets.
You’ll often see countries claiming a type of food, places or symbols as their own or hyping up the unique history of the region, that’s geographical branding.
Online branding, also referred as internet branding is how you position your company online.
This could also refer to building a website, establishing strong social media presence or even writing a blog.
In the era of digital marketing, online branding is a must for every company to reach wider range of audiences.
As the name suggests itself, offline branding refers to branding that happens off the web.
From doling out business cards to staging sit-down lunches with the clients, offline branding does it all.
However, offline branding requires a mix of good design and outgoing spokespeople to represent your brand.
As the name suggest, it is the type of branding where branding meets partnerships.
Co-branding is when two company brands are connected by the same products.
For instance, Uber and Spotify partnered on the “soundtrack for your ride” campaign, providing users of both apps with better ride-sharing experience.
Event branding is associated with conducting events on which they attract customer loyalty.
The sponsorships and advertisements from large companies are associated with event branding.
For instance, the TED series; music festivals like Coachella or SXSW; sporting events like the Olympics or NASCAR, and many more.
The strength of these brands depends on the experience of people attending the event.
A brand is more than just a logo or a strapline- it’s everything that encompasses your organization and helps to set you apart from your competitors.
People don’t tend to have relationships with products, they show loyalty and commitment to the brand.
If no branding were applied, consumers would buy just any thing anywhere, it didn’t matter which as they all look the same.
This is why strong brand are often perceived as “shortcuts” in consumers’ purchase decision making process.
A consistent and clear offering together with a positive brand identity and experience puts the customer at ease.
That’s because they know exactly what to expect each time they engage with a brand.
Therefore, having a significant brand identity is extremely vital to outshine in front of your customers.