Brand identity is what makes your business recognizable. A brand identity comprises of logos, typography, colours, packaging and messaging. It reinforces the reputation of the brand, attracts new customers and keeps existing customers feeling warm and fuzzy. Because of the Covid-19 outbreak, now, more than ever before, a strong and recognizable brand is imperative.
So ask yourself: Would your favourite shoe brand be as successful if they kept changing the logo? Probably not. If you want to keep your brand strong or make it stronger here are a couple of valuable points from Tyra Goosen at Promovate, [FURL=https://www.promovate.co.za/]Click Here[/FURL] a leading branded promotional gifts & corporate gifts company in South Africa to keep in mind.
Personality:
Your brand identity is the visual representation of your company’s personality and values. Ensure that the way you portray your brand is the message that you want to promote your business. The best way to do this is to ask, “If my company was a person, what would they be like?”
Consistency:
With all the various marketing platforms available, it’s extremely important to be consistent with your brand. If you are going to use your logo on a black background on your pens, notebooks and business cards, then you shouldn’t use a red logo on Facebook. That is going to confuse your customers and your brand. It really baffles my brain how companies do not maintain consistency with their logo’s. If you have a corporate identity stick to it.
Differentiate:
The main point of creating a brand and brand identity is to differentiate yourself from your competitors. Create a brand identity that is creative and sets you apart from the others. Don’t be a sheep. Sheep get chopped up and eaten and the rest made into jerseys.
Brand awareness:
The more places your brand is seen, the more brand awareness you will create. The more brand awareness you create the more memorable the brand. Think of your brand on your building, posters, flyers, business cards, pens, notepads, lanyards, mugs…. I could go on with all the products we supply but we are not here for that.
If your brand is seen all over the place, potential customers and existing customers will “see” you more often, and you are thereby creating brand awareness. So next time they need your service or the product you supply you should be top of mind. It’s a numbers game. I am not good with numbers but even I get this one.
Building Trust:
A brand grows and succeeds if people trust in it. Your brand identity can help you build loyalty as it allows customers to make a connection between the product and the company. If you offer a consistently great product or service, they will associate this with your brand and BAM! You have a trusted brand!
If you sit back and take everything that I have said in, you should hopefully get the point that I am trying to make in a very long way. Namely, Build Your Brand.
To conclude
Budgets are tighter than ever and lots of companies are in survival mode. If you don’t spend money on some form of marketing material your brand is going to be out of sight and out of mind. That in turn is going to impact on your business and that is not a great thought.