Many small businesses believe that strong brand identities are not necessary. Some assume that brands are things only large companies need. While it’s true, some small companies might invest in a logo; there’s one point they tend to miss – brand identity is so much more than just the visual impression of your business. It’s the soul of your company.
Branding is about making an impression. It’s what is unique about your business and how you connect with your target audience. It includes not only your company name and logo but also the impression you leave with customers, what they say about your business and what it is like to do business with you.
However, not all businesses understand the importance of brand identity to their overall marketing strategy. Smaller firms and companies should take the time and resources to build a brand that both reflects who they are and creates visibility and trust. This piece of your marketing plan is especially important when trying to attract new customers through online marketing activities.
Because of how central to running a successful business branding is, it is vital to find an experienced rebranding strategy agency that will provide you with branding services and help you understand some of the most crucial concepts and notions about brand identity.
Your Brand Conveys a Message, a Promise, and Values
A strong brand identity communicates your promise, message, and values. It is the perception the world has of your business. It creates an emotional connection with your target audience and profoundly influences whether they will want to do business with you.
In a nutshell, your brand should:
- Project everything you are, the values you deliver, and the total client experience. Every image you project, from your visual brand identity, location, office furnishings and the way your staff answers the phone, needs to reflect your business accurately;
- Communicate the personality of your business with visuals. It promotes credibility and shapes clients’ perceptions of you. It conveys the expectations and promises you extend to your clients in terms of quality, service, reliability, and trustworthiness;
- Differentiate you from your competitors. This differentiation will attract those that have a need and will positively influence their decision to hire you – directly and positively impacting your profit margins.
6 Significant Benefits of a Solid Brand Identity
While it’s clear that having a strong brand identity is crucial for any business, it’s not exactly obvious how it helps companies. Below, we have listed some essential ways brand identity allows businesses in the modern market environment to prosper.
Good Brand Identity Enhances the Company’s Image
When prospective customers see a professional brand consistently used on your business cards, website, or social media profiles, they see the image of a company that deserves their business. Prospects look for companies with resources that can help them succeed. Further, they expect to pay more for more established companies.
If you hand them a homemade business card or your web presence is unprofessional, they will think you are small and not worthy of their business or the fees you feel you deserve.
Strong Brand Identity Communicates Stability
You may be the best, most experienced person in your field, but not having a professional brand conveys the impression that your company won’t last. A well-defined brand identity projects a long term feel to those who see it regularly. Eliminate any question about your viability by having a crisp image and clear messages.
Proper Brand Identity Improves Trust and Loyalty
One of the ways you can separate your business from competition is to have a unique brand that differentiates you in the marketplace. A strong brand that conveys your values connects with your ideal customer. This connection makes it easier for you to develop a long-term relationship with them and creates higher customer loyalty.
Reliable Brand Identity Surpasses Your Personality
Many small business owners build brands around themselves rather than their company. If your goal is to become a public figure, that’s a fine goal. But if you want to separate the business from you for future growth or sale, develop a brand specifically for the company. A unique brand will be a critical asset that comes into play during a sale or acquisition.
Great Brand Identity Displays Devotion and Personal Dignity
Investing in a unique brand identity shows that you take pride in your business and are committed to success. Customers will believe you are more likely to deliver on your promises because a company that invests in its success will under-promise and over-deliver. Such a situation creates more brand loyalty and trust with every customer interaction.
Decent Brand Identity Makes Businesses Memorable
A strong brand identity used consistently helps customers remember who you are. The more your prospects see your brand, the more likely they will contact your business for information. Every time you get to interact with prospective customers, you have an opportunity to make a connection and create a memorable brand experience.
How Does One Evolve Their Brand?
If you have developed a strong brand identity, it should continue to evolve with your business. As your business matures, so should your brand. Keeping things fresh helps your company stay relevant to your customers and potential customers alike.
Evolving your brand does not mean changing your brand but rather refreshing, updating, or clarifying the image you use, so it aligns with your mission and values. If you have had the same logo for several years, talk with a designer to see if you can update its look without changing the overall image it projects.
If your brand is weak, work on strengthening it. Review your web presence and work to make it more robust to drive more qualified traffic to your business.
- Update your social media profiles. The consistency of the brand across all platforms builds credibility and trust. Inconsistent profiles, messages, and images confuse users and weaken your brand;
- Obtain social proof. Encourage online reviews from happy customers to help project outward the quality and value you’re delivering. If you lack reviews and testimonials, it raises doubts about your ability to provide what you say you can provide;
- Engage with your target customers through content. Customers are researching solutions long before contacting vendors. Providing highly-informative content will increase the expertise associated with your brand.
Hopefully, now you have a better idea of why you need a strong brand identity and how to evolve it, at least at the beginning of your journey. Make sure to find a branding agency that will conduct thorough work with your company to understand your objectives, message, and values. These things are crucial components in creating a stellar brand identity.
Just remember – if an agency doesn’t see eye to eye with you, you are risking a huge sum of money and might very well get a brand identity inconsistent with what your company stands for. Choose wisely and create a unique experience for your target audience so they’ll surely come back for more.
Need help? Our WordPress Web Design service is the perfect starting point for small to medium size businesses. Call us at 602-633-4758 for a free consultation.
Take a look at the articles How to Make Your Website More Engaging With Visual Content, 5 Compelling Reasons to Invest in Email Personalization, and How to Perform Keyword Research for Your Ecommerce Store for more digital marketing tips.
Hi Herbert Merrick,
Your article “Why Having a Solid Brand Identity Is Essential for Any Business” is so crisp and yet so much detail in it. Keen to know how UI/UX is linked to Web Design and Branding? I am now looking forward to reading your other articles to find out.
Hey Herbert, to be honest, you haven’t left any stone unturned, a perfect explanation of what can a solid and decent brand identity display. And I agree with you, as having a strong brand identity lets the business evolve in a way we don’t even have the idea of it. Thanks for such a great post.