Malleck Design

Uncovering the importance of a strong brand identity

Wednesday, May 16th, 2012

In our world, we are constantly bombarded with choices. On the one hand, this is truly an amazing thing. No longer are we left searching for a solution to many of the problems that we face. Often, we have 1, 2, 3, or 10 different choices, all with their own slight twist on the solution. It’s great, if you are the consumer, and a huge challenge if you are a business.

The modern prospect has learned to tune out much of the advertising and marketing that is constantly vying for their attention. Can you blame them? You probably do it to.

So, with that said, what is the value or importance of a strong brand identity?

A strong brand identity helps you cut through the clutter

First and foremost, a strong visual identity helps your firm stand out from all of the noise in your industry and the marketplace at large. Without a unique identity, you are almost guaranteed have no perceivable difference to your prospects. Note that I said, “Perceivable”. You are most likely VERY different from most of your competitors, but many potential clients will not even notice you without a strong visual identify. You run a serious risk of just being one of many—and you know, that you are not.

Your identity acts as a gentle salesman

Being nagged is no fun. But we don’t like being reminded of things that we enjoy in a gentle way. Your identity is that gentle reminder. I’ll use my addiction to Starbucks as an example. Every time I see the Starbucks logo, I think about how nice it would be to get an Americano and sit out in the sun and read a great book. These positive feelings come to me and I am compelled to go in and purchase a drink.

Now, I have enough self control to not act on those feelings all the time, but I do many times. Essentially, the Starbucks identity is acting as a subtle salesman gently reminding me that if I want to have a great experience in my day, I can. All I have to do is go in and buy a drink!

I should warn you, however, people are reminded of whatever experience that they have by your identity. If you are making your clients angry, frustrated or leaving them feeling undervalued, then your brand identity will remind them of all those feelings. So, make sure that your business is creating real value for people, then enhance it with a powerful identity.

Your brand identity keeps you relevant

Many times having an identity refresh is an effective way to stay relevant to your marketplace. Especially if a cooler competitor is gaining market share. It can send a clear signal to the market that your firm is still alive, active and really wants to serve the market’s needs.

Don’t ever copy a competitor’s identity or style. It’s one thing to re-brand to stay relevant, but another to emulate your competition. Offer up a solid choice for your market and you will be head and shoulders above much of your competitors.

Conclusion

Cutting through the clutter of today’s over-stimulated culture is no easy task. A unique, well planned and executed brand identity can help you gain the attention of your prospects and keep the attention of your current clientele.

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Tags: brand identity, branding, logo design, logos marketing, Marketing
Posted in Branding, Marketing · 1 Comment »