Why Brand Identity is Important

Have you ever come across a brand that left an unforgettable impression on you? One that made you feel a connection beyond just a product or service? Every day in my work here at Letters + Lines, I see the difference that a well-done brand identity can have. So today, I want to dive deep into the significance of brand identity and how they play such an important role in the success of any business.

What is a Brand Identity?

Are you thinking, “OK, but how can a logo be that important?” BZZZT! I’m going to nip that in the bud. Brand identity is more than just a good logo or a clever tagline. It's the soul of a business – the visual and emotional representation of its core values and personality. From the graphic design, colours, and typography to the overall consistency and authenticity across multiple platforms, every element contributes to a greater sum total. The result? A brand identity that truly resonates with customers.

A few weeks back, I even talked about three Calgary companies (my hometown) that hit this nail right on the head: Eighty-Eight Brewing Co, Made by Marcus, and Milk Jar Candle Co. Full of fun, dripping with personality, and true to their values, each of these companies has clearly invested some serious time into getting their brands right. So, if you’re going to take notes, that’s a good place to start!

What’s Included in a Brand Identity?

A full brand identity package bundles together all the various components that harmonize in different ways, delivering a consistent message in every direction:

1. Brand Strategy: The foundation of a brand's identity, outlining its mission, values, and target audience.

2. Brand Voice + Tone: The personality and communication style that reflects the brand's essence, and the way it represents itself to customers or clients.

3. Logo Suite: The primary logo and its variations that represent the brand across different platforms.

4. Colour Palette: A thoughtfully chosen set of colours that evoke specific emotions and associations (trust me, waaaay more thought goes into this than you might think!)

5. Typography: The fonts used in all brand communications, creating a distinct visual style. Are you going for ALL CAPS, heavy weight, or something nice and fluid?

6. Design Elements: Additional visual elements, such as patterns, textures, and icons that enhance the brand's identity.

7. Photography Direction: Guidelines for imagery to maintain a consistent feel and vibe, even across multiple creative approaches and teams.

8. Brand Consistency Across Platforms: Ensuring the brand identity is coherent across all existing touchpoints and whatever new social platforms might pop up in the future.

The Benefits of a Good Brand Identity

So, you’re wondering if you should put all this time and effort into building a rock-solid brand identity. “Can’t I just wing it?”, you’re asking. “How many benefits could there possibly be?”

I’m so glad you asked! Because…

Brand Identities Build Trust and Credibility

Imagine if Visa didn’t have a trustworthy brand identity!

A well-crafted brand identity establishes trust and credibility by delivering a consistent, unified image to customers. When core values align with the audience, an emotional bond is forged on something much more profound than simply exchanging money for a product or service. Whether it's through social media, websites, or the messaging inside a physical store, a reliable brand presence reassures customers that they are engaging with a bona fide company that isn’t going to disappear overnight. And a little bit of trust can go a long way in any business.

Your Brand Helps Your Stand Out

In a crowded and competitive market, your brand becomes your unique identifier and the key to standing out. When done properly, a well-defined brand identity sets you apart with distinct logos, compelling taglines, and stylish designs that capture the attention of your target audience. Think of these as the face of your business – you want to make it easy for people to remember and recognize them, even a long time after.

Beyond that, a strong brand helps you communicate your value proposition in a clear and defined way. You can showcase what makes your business special and different from others in the same niche. Customers are drawn to authenticity, and when your brand conveys a genuine message that really resonates, they’re more likely to choose it, sometimes based on that fact alone. It’s like your brand becomes a promise of consistent quality, exceptional service, and a unique experience they won't find elsewhere. So, you know…don’t ruin it with something that doesn’t hit the mark!

Your Brand Connects With Your Target Audience

A well-crafted brand identity is a bridge that connects your business with the right audience for you. A LOT of businesses struggle with this targeting, so building that brand is one of the best things you can do to guide yourself forward. 

Pictured: how to not connect with your audience (and yes, it’s real).

When you tailor your brand identity and messaging to reflect your values and offerings, it creates an automatic foundation for people who share them with you. Think of the throngs of Apple fans who show up to every new phone launch – it’s because Apple implicitly tells them it’s okay to love sleek design, new possibilities, and cutting-edge tech. And really, who doesn’t?

Strong brand identities create an emotional bond, and those are among the strongest you can have in the marketplace. They drive customer loyalty and advocacy. They attract like-minded people who find authenticity in your offerings. Voilá – you’ve now got die-hard fans, too.

Your Brand Will Have Long-Term Impact

Investing in your brand identity sets you up for the long haul. Results may take some time to appear – but rest assured, when they do, they’ll be worth their weight in gold.

Movember: it’s simple, but it’s authentic and it works.

Once people start to build brand recognition with you, your marketing ROI can launch into overdrive all on its own. As long as you live up to the expectations you’ve set, you’ll start to get long-term customers who advocate for you, creating an exponential series of potential referrals. Make your brand identity synonymous with whatever it is you prioritize – quality, environmentalism, sophistication, thousands of badly-grown mustaches – and your niche will grow over time. It’s not an overnight success, but it’s something even better: sustainable success. 

Creating Your Own Brand Identity

I’m not going to lie to you: crafting a compelling brand identity requires time, dedication, and a lot of crumpled notebook pages. But it’s also one of the most rewarding and useful things you can do for your business. Here at Letters and Lines, I've had the privilege of helping many businesses create impactful and long-lasting brand identities and all the pieces that go along with them. That’s what my brand is all about – and look at that, it got you here, reading all the way to the end. Effective, right?

If you're ready to take your company profile to the next level, all you have to do now is click over to my contact page and drop a message. Let’s build your dream brand together!

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