A strong, consistent identity is proven to increase advertising effectiveness, drive a higher brand-recall rate, and create brand advocates in the market.
From the health information in your restrooms to the motivational statements on your conference room walls, you can communicate your value to employees and customers with signage that reflects your mission and vision.
If you close your eyes, you can probably picture exactly what a Chick-fil-A employee would be wearing. Establishing a consistent and reliable employee-engagement experience is the first step to establishing trust.
Brand identity involves all of the visual elements that make up your specific brand. Your logo, packaging, colors, typography, and messaging are all facets of your brand identity. Great examples of strong brand identities include McDonald's golden arch logo and Starbucks' iconic mermaid logo.
What is brand identity design?
Brand identity design is the processing of creating and refining elements of your brand identity to effectively connect with your target audience(s). A brand identity created in the 1980s will not translate well in the 2020s. Brand identity design is what keeps your brand relevant.
What is brand identity and strategy?
Brand identity is the persona of your brand. Much like your own identity, your brand's identity includes all the facets that make it unique. Your logo, official colors, style, messaging, and packaging are all examples of brand identity. Your brand strategy involves long-term, calculated plans to achieve specified goals. This strategy uses your brand identity to effectively reach and connect with consumers. How you speak on social media, handle with customer issues, and adapt to the ever-changing consumer landscape will be a part of your brand strategy.
Why is brand identity important?
Without a defined brand identity, it will be difficult to connect with your target audience(s). When consumers see your brand, it's important for them to know what products or services you offer and the kind of value you will offer them. For example, the brand identity of Walmart is much different than Trader Joe's or Whole Foods. Take a look at Target's website and their social media platforms. You'll notice a trend in the way they communicate to their target audience(s). Target's brand voice and chosen images are directly in line with their overarching brand identity.
Your brand potential is limited only by your imagination.