The Significance of a Strong Brand Identity

If you’re thinking of putting together the brand for your new side hustle or possibly rebranding your current business, but you don’t know where to start, you’ve come to the right place.

Creating a brand involves designing and curating the moments and experiences people have when they interact with your business. It’s about every touchpoint. That’s why it’s always a good idea to take an honest hard look at your brand; how it’s perceived in comparison to your competitors and how it really makes people feel. 

If interacting with your business leaves your customers feeling happy, then you are building serious brand equity and customer loyalty. Should your customers feel bored, confused, or even frustrated when dealing with your brand then you can be sure this end up affecting your bottom line.

What does ‘brand identity’ mean?

A brand’s identity is the collection of tools and elements that a company uses to portray a specific image or personality. This could be the logo, the packaging, social media, tone of voice and everything in between. 

Creating a cohesive brand that resonates with your consumers and stands out from your competitors is always an exciting and challenging process. Getting the ball rolling is as simple as answering a couple of questions…

What is your brand’s identity?

Before you decide what your brand will represent and which elements your identity will be comprised of, you will need to be sure of who you are as a business.

Ask yourself:

What is your mission?
Why does your company exist, and what are your goals?

What are your values? 
What beliefs drive your company? For example, Adidas, believe that sport is the foundation for all they do, and excellence of execution is a core value of their group.

What is your brand personality? 
What makes your business human in the eyes of your potential customers. Amazon, for example, is seen as sincere and competent; they have worked hard to earn a reputation of being trustworthy, honest, reliable and responsible.

What is your brand’s business voice? 
Your company’s tone of voice represents your brand personality and values. South African Chicken powerhouse, Nando’s, is an excellent example of a company that is fearless and funny in their communication.

What is our unique selling point?
What does your company offer that makes it unique in the marketplace? A great example of this is Burger King, “The Home of the Whopper”.

Once you have answered all of these questions, you can start working on the look and feel of your business, i.e. your brand identity. These visual design elements include logos, colour, typography, images, taglines, iconography and much more.

There are six essential criteria for choosing your brand elements:

  • Memorability – easily recognise or recalled
  • Meaningfulness – descriptive, persuasive
  • Likability – interesting and fun, aesthetically pleasing, vibrant visuals or imagery
  • Transferability – within and across products, or geographic and cultural boundaries
  • Adaptability – flexible and updatable
  • Protectability – legally and competitively

Some of the benefits of strong brand identity include:

If all of this seems a bit intimidating, we are here to help. Tenacity Works specialises in Brand Design & Consulting Services.

Corporate Identity Design
We’ll help you get clear on your identity and how to present it to the world. This will include all the visual elements of your business. 

Modular Design Systems
The age of templates is over. Today’s design systems need to be a collection of reusable components that can be assembled to fit any context or format. The ‘write once, publish everywhere’ system is more efficient and provides central control of your narrative and branding.

Brand Consulting
Creating a brand that tells your story and connects with the right people is hard work. It’s all too easy to end up with little more than high-level ideas that sound nice but have zero impact. 

With our expertise, global experience and fresh perspective, we’ll help you pin down what’s great about your business, and develop a strategy to make every interaction with your customers count. 

We’ll use the latest technology, aligned with your business goals, to get your brand where it needs to be.

Conclusion

As a business, you need to take the time to clearly define your visual identity so that your customers know who you are.

Backed by years of experience developing brands for the digital age, Tenacity Works will guide you through our streamlined process to define your identity and truly connect with your customers.

Photo by Joanna Kosinska on Unsplash

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