Brand identity is how a business wants to be portrayed in the mind of its customers. It is the promise from the brand to deliver true values to its customers, built on trust and credibility between the two parties. It also shows the company and its products’ distinctive characteristics and differentiates the brand from those of other businesses.  

Having a strong brand identity helps the brand and its value to be perceived correctly. In order to build a perfect brand identity that matches the company’s image and avoid any misunderstandings about its products, it is essential for the marketing team to take the following elements into consideration:

The strengths and weaknesses of their company

The opportunities they can take advantage of

Their target market

The goals and values they are aiming for

The mindset of their potential consumers  

How to Build a Strong Identity?

After determining all of these elements, it is now quite easy to create a suitable brand identity that can present the values and messages the company wants to deliver to its customers. A strong, organized and consistent marketing team should be able to handle this process well.  

The right brand identity and association will produce an immediate impact on customers’ mind and will also help build and maintain customer loyalty. It is extremely important for the company to find a unique and precise way to portray its characteristics in order to create the most suitable atmosphere for selling its products. A brand identity should include the following components:

Pros of Brand identity

Guides the company’s vision

Improves the company culture

Enhances Brand personality

Maintains and improves the company’s position

Creates instant connection with customers

Cons of Brand identity

An unfavorable brand identity might weaken the company’s position in the market.

If the company cannot manage its brand identity well, it can be seen as being unable to adapt to the changes and new trends of the market.

Failing to update on the latest sentiments of the market may cost the company a fall in sales and turnovers.

⁃ Reference source Marketing91

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