It’s an old concept but marketers still rely on the Rule of Seven. The idea is simple. A prospective client must see your brand at least seven times before they will remember you. While people may argue about the exact number, the message is clear. To be recognized by consumers or other businesses, you need to present a consistent image.
Imagine if you walked into a building with a Starbucks sign, and they sold light bulbs. You would be more than a little confused, especially since you were obviously after a jolt of caffeine.
When we think of the Coca-Cola or Facebook logos, the colours red and blue immediately come to mind. In fact, colours play a big role in brand identity and companies purposefully use distinct colours.
All of these factors comprise brand identity and they determine not only how we view a brand but also, what we expect from them. Read on to learn about why you need a strong brand identity.
5 Reasons Your Brand Identity is Important
When you’re rushing to constantly create content for your brand, it’s easy for brand consistency to get lost along the way. It’s important to take steps to ensure that you are projecting a consistent brand identity to your customers every time they interact with you. This builds awareness in your customers’ minds and creates trust between a brand and its customers.
1. It Determines the Recognizability of Your Brand
There’s a reason Coca-Cola has used the same script since the early 1900s. Even when they changed their branding from black to red, the brand was easily recognizable. If they were to suddenly change brand identity, not only would customers struggle to recognize their products, it would also create distrust about the brand.
Another part of brand identity is slogans and jingles. Brands use these memorable phrases or melodies to get embedded in consumers’ minds.
You can’t help but chuckle at Canadian Tire’s, “Give Like Santa. Save Like Scrooge.”. The phrase “Roll Up the Rim” immediately brings Tim Horton’s to mind, in the same way “Just Do It” reminds people of Nike.
Brand identity is not just about the appearance of your brand. It’s tied to your brand values as well. Customers expect accountability from brands now more than ever, and part of brand identity means showing that your brand values align with your customers’ values.
2. A Strong Brand Identity Leads to Increased Sales
Having a consistent brand identity is crucial for building customer recognition. Whether you are a B2B or B2C company, customer recognition is what leads to sales. The majority of consumers conduct significant online research prior to making a purchase.
For example, consider a parent purchasing hockey equipment for their son or daughter for the first time. When they arrive at Canadian Tire, they are faced with a myriad of options for each thing they need.
When presented with a half dozen different brands of skates, helmets and hockey bags, how do they choose which brand to purchase? Assuming prices and product quality are consistent, they’ll purchase based on brand recognition.
3. Your Brand Identity Separates You From Your Competitors
McDonald’s and Wendy’s are essentially selling the same thing, but consumers are die-hard loyal fans of one and hate the other. The same goes for competitors like Pepsi and Coca-Cola or makeup companies Revlon and Maybelline. In a saturated market where products are similar, brand identity is the only thing that separates you from your competitors.
Your preference between Coca-Cola probably comes down to whichever one you grew up drinking. But what about when you need to buy a product that isn’t marketed to you? Suddenly, you see the impact that brand identity has on your purchases.
Brand identity also helps distinguish you from companies with a bad reputation. For example, after United Airlines’ recent spate of customer service debacles, Delta Airlines and American Airlines are relying on their brand identity to distance themselves from United.
4. Your Brand Identity is Synonymous With Your Company Identity
The brands with the strongest brand identity gather an almost cult-like following from their loyal fans. One of the best examples of that is the tech companies where employees identities are defined by their employment. At Microsoft, the employees are Softies. Over at Amazon, they’re known as Amazonians.
These brands are revered for the empires they’ve built and that has become part of their brand identity. These companies have projected a consistent brand identity for years which is now ingrained in consumers’ minds.
For example, consider luggage brands Louis Vuitton and Samsonite. Even if you aren’t in the market for a new suitcase and not particularly familiar with the industry, you will associate one of these brands with luxury and the other with durability.
These associations are due to each company’s brand identity. These brand identities have been reinforced by marketing campaigns or, in the case of Louis Vuitton, celebrity endorsements.
5. Your Brand Identity Is A Guide For Your Employees
A brand identity is created and built by a company’s employees. Once a brand identity has been established, it’s up to a company’s marketing team to use that brand identity as a guideline when designing marketing campaigns.
Brand identity is not just upheld by the marketing team, but by your customer service representatives as well. Amazon, for example, is known not just for being the world’s largest marketplace, it has also gained a reputation for having impeccable customer service.
They’ve been able to build this into their brand identity by empowering their customer service team to be themselves and have fun while helping their customers.
Building a Brand Identity is Crucial For Successful Companies
Just like your personal identity is how others see you, your brand identity determines how clients and competitors see you. A strong brand identity places you firmly in the minds of both parties and is essential for successful companies.
Not sure how to build your brand identity? Get in touch with us today and we can help you get started!