If you’ve been in the business world for very long, you’ve heard people talk about brand identity. Brand identity refers to your company’s outward expression. This includes your brand’s entire visual appearance, down to the typography you use in your marketing campaign. Your brand identity is meant to appeal to your customers’ senses. Let’s take a closer look at why this is so important.
Brand Awareness and Trust
Before people buy products from your company, they need to be aware of it. Brand identity creates brand awareness and recognition. This eventually turns into trust. You will earn the trust of people who have yet to make a purchase, simply because they recognize your brand. Then, when those people need your products or services, they are more likely to choose your company – a brand they recognize and trust.
Build Customer Loyalty
Retaining customers is important for businesses. As the adage goes, it costs much less to keep current customers than it does to find new ones. Brand identity can help you build customer loyalty. Your brand identity allows customers to connect with your products and the brand itself. It personalizes your brand and makes it seem like a trusted friend. People will go back to that friend time and time again when they need to purchase products.
Stand Out in a Crowded Industry
With the emergence of the online marketplace, more companies are in existence than ever before. That means the competition is fierce, no matter your industry. If you’re just some guy selling products, you’ll get lost among the other people and companies in your industry. However, creating a brand identity allows you to stand out. Your memorable and appealing brand identity will give you a leg up against the competition.
Generates Qualified Leads
This is a little-known benefit of brand identity, but a really important one. Brand identity helps you qualify leads. Your brand identity tells the world about your company. If people aren’t interested in what you offer, they are less likely to contact you. Those who do contact you will be ready to move through the buying cycle.
Let’s look at an example of this. Assume you sell premium coffee. You create a brand identity that looks elegant and expensive, and one quick look tells people that this is a high-end product. Joe prefers his coffee for less than a dollar a cup, so when he sees your brand identity, he realizes it’s not for him. You don’t have to waste your time and energy trying to nurture a lead that won’t go anywhere. At the same time, Julie sees your brand identity and, as an expensive coffee drinker, reaches out for more information. That’s a lead worth developing.
Boosts Product Launches
Your company might want to expand its offerings at some point. Product launches can make or break a business. That’s a lot of pressure, but establishing a strong brand identity makes it much easier. You will already have brand recognition, awareness, and loyalty by the time you launch the new products. That will help you reach more people with your product launch. You can expect to make lots of sales from the start if you have a solid brand identity.
Get Started With Your Brand Identity
If you have yet to establish a brand identity, it isn’t too late to get started. You can create your brand identity and relaunch your brand. While it might seem like a lot of work, it will pay off in dividends. Get started now so that you can begin reaping the benefits of a solid brand identity.