Many small businesses don’t understand the value of brand identity, so we’ll go into more detail.
Brand identity is how your business is recognised in an over-crowded market, it’s how your customers differentiate you from competitors. Most importantly, the brand image you create gives customers and potential customers more trust in your business. The brand image helps customers make a connection with your business and increases loyalty.
Your brand identity can start with your logo. It then flows through the design of your business cards, your shop front, website, colour schemes and all the marketing collateral your business needs. It even needs to be present in the communication with your customers, whether that is face to face, online or over the phone. Offering one unified experience in all channels, will increase customer confidence.
Your brand identity should be used to target a specific audience – your target market. Ensure your brand image is attracting the right people. The character of your business is portrayed in your brand, and it gives an insight into the experience customers expect to have.
The strongest brands in the world, have the strongest and most memorable brand identities. It has been proven that consumers avoid brands with a poor identity, as they lose trust and confidence in that business.
When creating your next piece of marketing collateral, engage some marketing expertise to give your business that professional and cohesive appearance.