Brand identity: What is it and what is its importance in a company?

by Gerardo Sánchez August 18, 2022

Brand identity is one of the crucial elements to have a solid brand and with which the public can differentiate you from your competitors.

Next we will explore this concept more, as well as elements that make it up, benefits and what is the difference between brand identity and image.

What is brand identity?

Brand identity are those traits that define the mission of your company in an easy way. It covers visual terms, experiences and principles. It can be said that the brand identity is built from the company's values, messages and how it communicates its concepts and the emotions it seeks to evoke in its customers .

Its main objective is to create a difference factor with the competition and position itself in the public imagination.

Why is brand identity important?

Your brand identity is the personality of your company and a promise to your consumers.

When well developed, identity can influence customer loyalty to the company and the relationship between customers and the company. It also impacts internal and external representation, brand trust and consistency, as well as new customer acquisition (while caring for existing ones) and differentiation among competitors.

Benefits of having a brand identity

It lets consumers know that you understand who they are and that you have something in common with them.
Segment your market and attract consumers who are willing to pay your prices.
Build brand consistency.
A trusted brand identity becomes a valuable asset and self-marketing tool for a business.

Difference Between Brand Identity and Brand Image

Brand identity, as we mentioned above, are the elements that are part of the brand, that differentiate it from the competition and help consumers identify it.

While the brand image is the perception that the public or consumers have about what the firm projects. It is based on the feelings and emotions that the company causes in consumers.

Brand identity elements

The aspects that shape the brand identity must be in tune with the values and experience that the company wants to transmit to its public. Some of these elements are:

brand name
Voice tone
Mission, vision and values
Customer experience
Logo
Color palette
Typography
Images and photographs

How to create a brand identity?

Shape your brand personality

This is the part in which you will define how you are going to represent your brand to the world. You do this by writing your brand story, pinpointing your core values, and making sure your brand stands apart from your competitors by conducting market research.

Also, you must define your target market and decide which is the best audience for your brand.

Prove your value by crafting a powerful voice and visual identity

Once you know your company in depth it is time to bring your brand to life. Here is working with visual assets: logo, color palette, typography, photography and brand name. Brand assets can also include a catchy tagline, packaging, and even music and sounds associated with your company.

Create a style guide

This tool will allow you to establish each of the elements of your brand identity and will serve as a guide for everyone who interacts with it.

In addition, it will help you ensure that everyone is on the same page when creating marketing materials by providing details and clear instructions. The guide allows you to make adjustments in the future, ensuring the fidelity and consistency of the brand identity.

Include it in your community

Once you have established the brand within your company and have taken the necessary steps to develop it, you are ready to present it.

To do this, use language that reflects the personality of your brand, do not forget the connection and feelings, and design marketing materials that you can share with your audience, they can be traditional or digital.

It is never too late to make your business become a recognized brand. To achieve this, do not forget to have a well-formed brand identity, that is, the distinctive voice and visual aspect, with which you communicate your mission to the world.

If you want to know more about this topic or require advice, at MHA you will find the solution , because our commitment is to guide you in the best way in this highly competitive digital age.