What is brand identity?

DSM Digital School of Marketing - brand identity

All the workings related to a product, service, company or, alternatively, a person are referred to as “brand identity”. Some of these facets are a name, logo, tone, tagline, typeface as well as shape that which are responsible for creating an appeal. Brand identity is the message which the consumer receives from the product, person or thing. This identity is responsible for connecting product recognition.

The power of brand identity

Your brand identity is the key thing which makes you instantly recognisable to your clients. Your audience will make the association between your brand identity and your product or service. This identity is what:

  • Forges the relationship between you and your customers,
  • Builds on loyalty with customers, and
  • Determines how your customers will see your brand.

Every organisation has a story that they want to tell. Creation, management as well as activity: these are all done for a particular reason. In order to tell a story, in addition to making themselves known, a business first needs to develop its own identity.

Cultural identity, which is also called ‘corporate culture’, is the first step in this journey. It manages the positioning, operation and strategies of the organisation. This identity influences decisions. The second step is creating the visual identity. It adds more depth as well as giving people something to remember the company by.

Setting guidelines as well as consistency

If the product is a person, image, or an item, consistency exhibits product leadership, marketing, support in addition to operation. Consistency in identity projects the corporate culture that surrounds the product.

Customers are becoming more discerning about which brand they make the choice to spend their money with. The brands who come out tops are the ones who treat their customers with respect, with great service, and build a relationship with them that stands the test of time.

Research has made the finding that companies are struggling with this change and are not able to become a people-centric organisation. The biggest challenge is not being able to share customer information across departments.

 How to become customer-centric

Here are the four best practices that stand out regarding customer-centricity:

  1. Brands which are committed to people centricity are passionate. They truly espouse the belief that the customer comes first. These brands believe that without the customer, they will not be able to succeed in business and have the need to see the world through the customer’s eyes. Marketers inside people-centric organisations understand what customers want, use customer data to capture customer insights and share this across the organisation:
  2. Brands that are committed to people centricity focus on what the customer wants and needs. They develop products and services around that. Brands that are committed to people-centricity focus on building relationships designed to maximise the customer’s product and service experience. Brands that are committed to people-centricity analyse, plan as well as implement a carefully formulated customer strategy which focuses on creating and keeping profitable and loyal customers.
  3. Establishing a brand identity is a vital first step towards developing a digital customer experience across multiple platforms. This includes your website, content marketing and social media. Through the process of letting your customers buyer persona profiles, in addition to customer insights, dictate your identity it is possible for you to develop a relevant brand which your customers will love.

Get in touch with the Digital School of Marketing

Want to discover more about brand management? If you do, then our Brand Management Course is just up your alley. For more information, please follow this link.

DSM Digital School of Marketing - Brand Management