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 having a strong brand that allows the public to differentiate you from your competitors.

We will explore this concept further below, as well as the elements that comprise it, its benefits, and the difference between brand identity and brand image.

What is brand identity?

Brand identity is the traits that define your company's mission in a simple way. It covers visual terms, experiences, and principles. It can be said that 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 differentiating factor with the competition and position itself in the public imagination.

Why is brand identity important?

Your brand identity is your company's personality 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 the acquisition of new customers (while nurturing 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.
Generate brand consistency.
A reliable 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, is the elements that form part of the brand, which 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 company projects. It is based on the feelings and emotions that the company provokes 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
Tone of voice
Mission, vision and values
Customer Experience
Logo
Color palette
Typography
Images and photographs

How to create a brand identity?

Shape your brand's personality

This is the part where you will define how you are going to represent your brand to the world. To do this, you can write your brand story, define your core values, and make sure your brand stands out from your competitors by conducting market research.

Also, you need to define your target market and decide who the best audience is for your brand.

Demonstrate your value by crafting a powerful voice and visual identity

Once you know your company inside and out, it’s time to bring your brand to life. This is where you work with the 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.

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

Integrate it into your community

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

To do this, use language that reflects your brand's personality, remember the connection and feelings, and design marketing materials that you can share with your audience, whether they are traditional or digital.

It's never too late to make your business a recognized brand. To achieve this, don't forget to have a well-formed brand identity, that is, the distinctive voice and visual appearance with which you communicate your mission to the world.

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