Why A Strong Brand Identity Matters

Brand identity might be viewed as some as one of those ‘nice to have’ extras that they will invest in further down the line, but now more than ever, it’s important to get it sorted out from the get go. Here are some reasons why it matters so much to a business.

What exactly is a brand identity?

Brand image and brand identity are sometimes confused, but they are not the same thing. An image is the entire perception in the eyes of consumers and society of a brand. For example, when you think of Marks and Spencer’s, you might associate it with durable middle-of-the-road clothing, no matter how hard they try to appear more fashionable.

An identity is something that is controlled by the brand owner, to influence how the company is perceived, and make it memorable and unique. Developing a strong identity comes from defining the brand values and beliefs, the primary purpose of the brand, and what is unique about the brand.

What elements make up the brand identity?

These are the things such as the logo, packaging, web design, business cards, brochures, and any other aesthetics that may relate to the business, such as van branding, staff uniforms, and promotional freebies.

Where do you start to develop a brand identity?

A good place to start is choosing the typography. The font you use can say a lot beyond the literal meaning of the words. There is a whole world of information out there about the way fonts convey different tones of voice, such as traditional and trusted, fashionably vintage, loud and in your face, calm and clinical, and so on.

Choice of colour can also convey certain messages. Greens are associated with nature for obvious reasons, and blue is seen as conservative and authoritative. Warmer colours, such as red and yellow, are perceived as more energetic and youthful.

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