What do the top players in commerce have in common? It’s not just their products that set them ahead of the pack. Instead, it’s their brands that have taken up valuable real estate in the marketplace. A sneaker is just a sneaker in most cases, but when it’s a Nike sneaker, it suddenly means a lot more to the average consumer.
This example shows the true importance of branding and of creating a brand identity. Without a brand behind your business, you’re just a regular issuer of merchandise. Even if you make a great product, there’s nothing about your company that will stand out to the average consumer. That’s a problem. How can you ever expect to grow your business if you can’t find a way to elevate your image in the minds of your target audience?
A solid brand identity can help you to achieve exactly this. Simply put, your brand identity is the thing that people think of when they think of your name. For instance, when you think of Apple, you probably think about an iPhone. But a second later, you’re thinking of cutting-edge technology and of the young influencers that swear by Apple’s products. Suddenly, the iPhone is a secondary thought to the wave of emotions that come about when thinking about Apple, what the company stands for and what their products have meant to your life. That’s brand identity right there.
Of course, Apple is an extreme example. Few businesses have the opportunity to reach billions of people, as Apple has done. So, then, why does brand identity matter to you?
The examples of Apple and Nike show what’s possible for a business to achieve. These companies didn’t become household names overnight. But they had a vision for their businesses, and they worked tirelessly to turn those dreams into reality. And when the right opportunity came along, they seized the day.
The good news is that you don’t have to wait for a Michael Jordan to come along to launch your brand identity into the stratosphere. All you have to do is know what you’re about, what you believe in and what you’re willing to stand for. From there, everything falls into place – your public image, your social media, and even your logo and font are a byproduct of your brand identity. Your brand identity may be bolstered by a personal story from your owner about what led them to start their business. It might be reflected through charitable donations or supporting community initiatives. And it should definitely be on prominent display in all of your forward-facing advertising so that the public knows exactly who you are.
A brand identity is an important step in becoming a game-changing business. It’s a must for any company that wants to stop being just another entity in the marketplace. If you’re having trouble putting your brand identity into words, let us know and we’ll be happy to help you find your way.
