Why Branding and Identity are Not Enough

Creating a brand is perhaps the most critical part of a business. It is here that every company’s future and image are decided, for better or worse. A brand, by definition, is the set of cultural elements that a business creates in order to effectively portray a clear message to its customer. Brand identity is often different from corporate branding and brand image, although these concepts can be used interchangeably.

 

define and deliver a unique identity in a consistent manner to customers

For any business to have a strong brand identity, it must clearly define and deliver a unique identity in a consistent manner to customers. Consumers demand this from any brand, whether it is a beverage a clothing product, or a home improvement store. When consumers find a consistent message, they are much more likely to remember it. This means that a good brand identity design is important because it tells your consumers something about your company.

 

creating tangible elements of your identity

Branding and identity are different because they are different elements of a business. One cannot exist without the other, as they are tightly intertwined. If you want to have a strong and consistent brand identity design, you have to use the same techniques that you would in creating tangible elements of your identity.

 

Branding is an aspect of your overall marketing plan and strategy

It is what creates a brand identity that can be transferred to your tangible assets like brochures, letterhead, pens, and stickers. A good branding strategy helps in creating a consistent and identifiable visual identity that clients can easily relate to and identify with. A brand identity does not only come with a logo and tagline; it should also be reflected in your overall marketing mix.

 

Visual and tangible elements form the key components of your brand identity

But these alone will not create the right identity and effect. You need to have a sound understanding of psychology and how people actually process information. This is the reason why many design professionals now include psychology in their toolkit. For example, psychology plays a crucial role in the identification of your company’s personality, values, and objectives. Your brand identity and psychology complement each other and work for hand in hand.

 

When you are creating your branding and identity, keep in mind that these concepts go hand in hand. You can have a strong brand identity but if you do not have a compelling and consistent brand identity, your efforts will just be wasted. A good designer always makes sure that both tangible elements and your brand identity work well together.

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