Knowing how to build and manage a strong brand identity can open doors for stronger connections with your existing customers and help you reach new audiences. Brand identity refers to visible elements of a brand such as design, logo, and color. Brand identity differs from branding as it is more about the intention behind brand communications and not just how your brand looks.
Brand identity contributes to the longevity and success of a brand. However, as you keep doing business, there is a possibility that brand identity can also be considered a negative association with your company if you don’t handle creating and promoting it properly. Here is a highlight of the positive and negative long-term effects of brand identity and how they are perceived.
As a brand, you are always working hard to be different and stand out to customers in a cluttered marketplace. Brand identity allows you to apply strategies that highlight your products and services’ unique features and benefits to separate you from competitors. As a result, your company will likely grow into a strong and recognizable brand that prompts customers to pick on you over generic and undifferentiated brands when you have a distinct product.
Businesses that make product differentiation work for them are innovative, have a strong research and development team, and have marketing and sales strategies that communicate the benefits and competitive advantage of their products and services. Product differentiation creates additional value, develops brand loyalty, and gives your business a competitive edge.
A Lasting Loyal Following
Working with old and new customers who last for years is a valuable long-term effect of establishing brand identity. In addition, loyal customers and brand advocates are a valuable asset to your business as loyal customers spend more, tell their experiences to friends on social media, and choose your brand regardless of inconveniences or price.
A lasting loyal following is created through consistency. Once you establish your identity, you need to stick to it using consistent branding elements, consistent imagery, and consistent voice and tone. Loyalty can also be built through conversational engagements, being honest, instituting customer rewards, and offering unique experiences at touchpoints.
Your brand would benefit more from creative freedom if you practice and establish brand identity. Freedom to unleash and amplify creativity can differentiate you from your competitors as it gives you the ability to develop and adopt a successful growth strategy. Creative freedom requires clarity and focus, which can only be found by having actionable data to reduce risks and provide the confidence to act promptly.
Customers always compare you to your competitors on matters that prompt them to make decisions. When you focus on how your customers make choices, then you realize that they find value in little things. You can use promotional giveaway pens as you map out ways to interact with customers, offer great customer experiences, and give yourself the freedom to focus on the top drivers of their choice, thereby amplifying growth.
Your efforts to establish brand identity can also lead to long-term effects in the form of negative connotations. Negative connotations can cause internal and external confusion whereby customers and staff don’t understand your brand identity.
The problem may escalate further if part of the management doesn’t understand your brand identity. As you establish brand identity, ensure that you leave no doubt about what your company does, who you serve, and your purpose. Customers who understand your brand can be powerful ambassadors.
Growth is great. Every entrepreneur wants to see their brand grow. The problem arises when rapid growth is not scaled to adapt and meet the new demands. Maintaining certain expectations through an established brand identity can be a struggle for you and could result in a negative long-term effect.
If you happen to participate in biased stances, you risk your brand suffering from long-term brand identity issues. The bias could come in when your strategies conflict with reality and do not deliver performance. Biases can be mitigated through training or incentives to the customers.
Importance of Brand Identity
Brand identity builds trust and loyalty. A strong and unique brand image is essential in building a good relationship with your customers. Customers are always looking for a place where they will feel valued and appreciated. If customers feel that you both share the same values, they will be attracted to your brand and feel comfortable choosing you over your competitors.