This is the third post in our seven-part series on the elements of brand. The previous post is “Brand and Tone”.
What is Brand Identity?
Before we discuss why brand identity is so important, we need to understand what it actually is. Brand is a key component of a company’s marketing strategy. It informs business decisions about brand colors, logo, typography, and messaging. Simply put, a brand identity is a person’s gut feeling about a product, service, or organization. Remember, brand is not what you want it to be, but what your consumer says it is. You can learn more about what brand is in our the first article of this series “Introduction: What is a brand?”.
Why is it so important?
Brand identity is important because it influences decisions about marketing, style, and messaging. For example, at Creative Spark we start our branding process by asking why your product or service exists; the answer to this question should be the core of your brand identity. Usually, the answer to this question solves a consumer problem using your product or service. A few other core elements of brand include your company’s mission and values. Your company mission is how you plan to solve consumer problems with your product or service. Your company values explain how you intend to run your business and produce the product or service you are offering. Target has a great brand layout with their mission and values easily available.
Brands choose to share their mission and values with the consumer to help them understand the people behind the company. They also use mission and values to explain why their product or service differs from the rest. In today’s world, brands need to connect with their target consumers and the best way to do that is through cohesive branding with clear messaging, which we discussed in our first post of this series. The bottom line is that brand is valuable to companies because it makes them unique. It sets one company apart from the next and allows consumers to decide for themselves which product or service best fits their needs. For questions about brand, or getting started schedule, your free fifteen minutes consultation with our marketing expert!