Top 3 Reasons To Invest In Brand Identity

Acknowledge that we live in a branded world. Everything is branded, whether it is a large corporation, small tech startup, or your new business idea. They all need identity systems in order to attract and retain customers.

In this article, I will on three top reasons why you should consider investing in professional identity system. When I say professional I mean done by either an experienced freelance graphic designer (best value/price ratio) or branding agency if you can afford one, of course.

However, I will not talk about how much does a logo design cost here, but rather focus on WAY you should invest. The matter of brand identity design process and other aspects of it (price, timeline) it’s not the subject of this article.

I don’t care if you’re a small tech startup (check 20 best tech startup logos) or you’re an established company (check worst shark tank logos) entity if you wish.

The right visual identity design will:

  • navigate customers – help them choose from a bewildering array of choices
  • reassure customers – communicate the intrinsic quality and reassure they’ve made the right choice
  • engage with people – brands use distinctive designs to create meaningful associations and identify with the brand

Steady investment in design is rewarded by lasting competitiveness.

Use brand identity to create sensory magnets to attract and retain customers. First, try to understand the customers and then build on their perceptions, preferences, dreams, values, and lifestyles.

Then thinking about brand identity, think about all the touchpoints — places in which customers interface with the product or service. Through the designs of those touchpoints, whether it’s digital (web presence, social media graphics etc.) or print (business cards, stationery design, etc.) you will project a perception in the mind of your audience.

perception-behaviour-performanceRemember: It is never too late to be what you could have been. And it’s up to you if you create the desired perception or take a loss.

The best identity programs, therefore, embody and advance the company’s brand by supporting desired perceptions. Identity expresses itself in every touchpoint of the brand and becomes intrinsic to a company’s culture—a constant symbol of its core values and its heritage.

1. Make it easy for the customer to buy

Compelling brand identity presents any company, any size, anywhere with an immediately recognizable, distinctive professional image that positions it for success.

An identity helps manage the perception of a company and differentiates it from its competitors.

A smart system conveys respect for the customer and makes it easy to understand features and benefits. A new product design or a better environment can delight a customer and create loyalty. An effective identity encompasses such elements as a name that is easy to remember or a distinctive package design for a product.

2. Make it easy for the sales force to sell

Whether it is the CEO of a global conglomerate communicating a new vision to the board, a first-time entrepreneur pitching to venture capital firms, or a financial advisor creating a need for investment products, everyone is selling. Nonprofits, whether fundraising or soliciting new volunteers, are continually selling.

An effective identity seeks to clearly communicate a company’s unique value proposition.

easy to sell

Strategic brand identity works across diverse audiences and cultures to build an awareness and understanding of a company and its strengths. The coherence of communications across various media sends a strong signal to the customer about the laserlike focus of a company.

3. Make it easy to build brand equity

The goal of all public companies is to increase shareholder value. A brand, or a company’s reputation, is considered to be one of the most valuable company assets. Small companies and nonprofits also need to build brand equity. Their future success is dependent on building public awareness, preserving their reputations, and upholding their value.

A strong brand identity will help build brand equity through increased recognition, awareness, and customer loyalty,

brand equity

Which in turn helps make a company more successful. It’s like a cycle. Managers who seize every opportunity to communicate their company’s brand value and what the brand stands for sleep better at night. They are building a precious asset.

Reason To Invest In Rebranding

So, these were three simple reasons to invest in a brand identity system in general. But what if you already have one? Let’s say you started somewhere, whether you designed the logo yourself, used a free online logo generator or someone has done it for you for free.

However you got it, you decided to take it to the next level. You’re more serious about the image your project to the world and you want to work with a creative professional who specializes in creating memorable marks and identity systems.

Well, then you found one. But if I seem too expensive, or you simply want to check my competitors feel free to read my article on how to find the best graphic designer – if you’re considering hiring a freelancer instead of a design agency of course.

Conclusions

Branding is a disciplined process used to build awareness and extend customer loyalty. It requires a mandate from the top and readiness to invest in the future. Branding is about seizing every opportunity to express why people should choose one brand over another.

Learn why branding is important on EverBrave’s blog.

So why not make it work for you? Why not take care of how your project that perception? This is why you should consider investing in brand identity system at the very beginning of your startup. Don’t to not hinder your marketing efforts by doing this in the wrong order.

If you have already an identity system, but if you feel like it’s not aligned with your mission/vision anymore (outdated, acquisition, merge etc. ) you might want to consider doing a rebrand asap.

Read more about when it’s time to for rebrand on Logo Geek’s blog.

Whatever the reasons are, your brand identity will project some perception. Good or bad. And if you have a desire to lead, outpace the competition and give employees the best tools to reach customers then you should leverage branding and invest in one today!