Today, we’re going to talk about brand identity. Specifically, I’m going to show you the importance of brand identity with regards to marketing. Without a brand, you’ll find it very difficult to run a campaign that speaks to people and truly draws them in.
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What is brand identity?
Brand identity is essentially the message that you put out there to consumers/your audience. It’s how you’re trying to appeal to your market. People will identify with your brand and think of certain things whenever they see your logo or hear your name. It’s almost like a persona you build for your company that others can relate to.
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How do you build a brand identity?
Building a brand identity involves taking loads of small things and bringing them all together. This includes things such as logo creation, brand name, the tone of voice you use in your content, and the values you represent. What you need to do is ensure everything is consistent and reflects the same identity. For example, if your tone is very family-friendly and you’re targeting a young audience, you can’t have a rude or offensive logo as it messes up your identity.
All you have to do is think of the identity you want to put out there. Think about how you want people to perceive your company. Once you’ve done that, everything else becomes easier as you have a blueprint to follow.
Why is brand identity important to marketing?
If you’re wondering why brand identity is important to marketing, then allow me to explain. When you build a brand identity, you’ve given yourself something to promote and push. You’ve provided your marketing strategy with a key idea to focus on.
Everything you do will be built around promoting this identity. Think about it, when you post content on social media it will be designed to fit with your brand identity. The way your website has been designed will, again, follow this identity and ensure it remains consistent with it.
That’s the key word here; consistent. Without creating a brand identity, you will struggle to find consistency in your marketing campaign. You don’t have any values to rally around, and there will be a lot of contradictions that make it hard for consumers to relate to your company.
Which brings us onto another key reason brand identity is important; appealing to consumers. If you give yourself a proper identity that others can see and relate to, you will appeal to more people. Consumers will find it easy to relate to your business, which means you attract people that are interested in what you offer. As a result, lead generation is much easier as you’re reeling in people that identify with your brand and are already eager.
To sum up; you need to create a brand identity if you want to run a successful marketing campaign. It’s the center of everything, and you really can’t see the most amount of success without one. So, figure out what your identity is, then start building it.