If you look at many companies in the marketplace pick a couple that stand out in your mind. Apple or Nike are two companies that come to mind. These companies have a strong brand identity. This identity consists of their logo, image, tagline, font type, color scheme, or all of these. Whatever it is that you communicate to consumers will revolve around your brand identity. A brand identity helps build a compelling, professional image that awakens consumer interest and helps you stand out from the crowd. It shares that unique something special y ou have to offer beyond what other companies provide.
Providing a Consistent Image
When it comes to building a brand identity, every part of your image must be consistent. Inconsistency can mislead your audience and detract from your business. So, your logo, print materials, advertising campaign, direct mail, tagline, slogan, and even your website, must all be consistent in look and delivery. If you do it right, you will have no trouble attracting buying traffic to your door.
Think about it. How do you think a company like Amazon.com, IBM, Apple, Nike, Cola-Cola, Google, and so many others have been able build a loyal customer following. The reason is their branding. They worked hard to create the branding necessary so that consumers will recognize them and work toward getting to their doors. Some of these companies started off in a basement or garage, selling some items at garage sells. Once they realized what consumers wanted, they began to work on their brand identity. After so many months and years of trial and error, these companies were able to succeed in getting the brand created and exposed to the world.
Growing Your Business
There is one constant that is reflected in everything successful businesses do. They develop their brand identity and put it in everything they do. They do everything possible to make sure their identity stays in the front of the eyes of consumers on a regular basis. Now, no matter how established the company may be, there may come a time to modify a company’s brand identity. This is based on changes in the market. Social trends change and images or taglines that were popular for decades become irrelevant. This is the time companies need to revisit their brand identity. By continuing to expand ones brand identity, this will help companies stay in the marketplace, and stay in the eyes of consumers.