Brand Identity, Branding and Brand Image

Brand Identity is a promise. One given from business to customer to expect certain things. Whether that promise involves product quality, service, price or a million other things varies from brand to brand. But the one thing common among all brands is the need to be a strong brand.

Why is brand identity so critical?

A strong brand identity can position a company above its competition all by itself. But having a brand thats strong takes time, money and effort to develop. Its not as simple as just redesigning a logo or rewriting a tagline. Brand identity is the reason you offer for your customer to choose you instead of your competition.

How to rework your brand identity

Successful re-branding involves evolution, not revolution. You must impress upon your existing customers that your new brand is just a new and improved version of the same you. Its important to not get too crazy with a re-branding effort because you could end up destroying fragile emotional ties and customer loyalty.

Brand identity is much more than marketing

Having a brand identity that resonates with your market is important, but not at the expense of the people within your company. They need to not only get it, but also be your brands most fervent ambassadors. Do your employees believe in your company? Do they feel like they have a vested stake in its success? Companies with solid brand identities can say yes to these questions. Can yours? If not, heres some things you can do:

1. Get every aspect of your company on the same page: Easier said than done, right? Well, that doesnt mean its not necessary. Get all your departments talking to each other and understanding each other.

2. Promote everyone to the position of brand ambassador: Give everyone a common understanding of the company, its mission and their part in it. They should feel like they have ownershipeven if they dont.

3. Reinforce brand values and behaviors: To do this, use the tools you have, such as internal communicationsand like a good basketball coach, consistently promote these fundamentals until theyre second nature.

Your employees will ultimately determine your success or failure. Thats why its so important to have them buy into your companys brand identity. However, thats not something that can be forced. You, as leadership, must earn it. But once you do, youll have a company that is full of happy, motivated successful brand ambassadors.

Scott White is President of Brand Identity Guru a leading Corporate Branding and Branding Research firm in Boston, MA.

Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation.

This Article may be freely copied as long as it is not modified and this resource box accompanies the article, together with working hyperlinks.

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