A brand identity is an essential way to differentiate yourself from your competition. It influences your customers’ experience at every touchpoint. It affects how they view everything from your position in your industry, to your trustworthiness and relevance. Identity development is not just a logo or visual system, it is the sum total of how your brand looks, feels, and speaks to your key audiences that help them decide if they want to engage with you.
The human characteristics or traits attributed to your brand help to create emotional bonds with your customers and employees, and other important audiences. It builds a “persona” that goes far beyond the functional benefits of your organization’s service or product which in turn can establish future behaviors of brand loyalty. Positive loyalty results in a dedication to purchase the product or service regardless of a competitor’s actions or changes in the environment.
Naming processes are used to simplify and clarify the structure of a product or service portfolio through clear and concise names so that its end-clients understand what is being offered and its relationship to the organization’s other offerings. The naming process takes into consideration legal matter, word pronunciation, domain name availability, and much more to arrive at a name that represents your organization, product or service.
A verbal identity breathes life into a brand by providing written statements of its value, purpose and importance to each of the organization’s key audiences. Carefully crafted expressions in an appropriate tone and style must be developed and consistently used in all verbal and written communication. It is critical the organization speaks with one voice about who it is, what it does and believes, and what can be expected of it.
A strong visual system of typography, color and imagery is a vital part of how an organization differentiates itself in the marketplace. It is a key ingredient necessary to make an authentic and convincing brand strategy that can be applied uniquely and creatively in all forms of brand communications across all audiences. A successful visual identity creates a memorable experience for the customer, encouraging long-term business relationships and boosting your organization’s economic health.