The Role of Brand Identity in Differentiating Your Business

Posted by Kathi Fuhrman
July 11, 2023 | branding

It can be difficult for a business to stand out from the competition. At first glance, businesses selling the same products, and providing the same services, may look the same to a consumer. In fact, the businesses may seem so similar in products and/or services that the consumer thinks it doesn’t matter which business they buy from or work with. However, it does matter what the differences are between similar businesses. Those differences can play a major role in both overall customer satisfaction and the success of a business. This is why a business must develop and implement a brand identity. To accomplish this, it’s important to understand more about brand identity and why to build it. 

What is a Brand Identity

Brand identity is a collection of elements related to a business that is consistently used to portray the business’s image and influence how consumers perceive it. To attract customers, a business’s brand identity should be memorable and distinguishable from competitors.

Brand identity elements include business name, logo, color scheme, slogan, graphics, typography and packaging design (if the business sells physical products).

Get Recognized

One of the most vital roles of brand identity is customer recognition. With strong and consistent branding, consumers will notice and remember the business’s name, what they bring to the marketplace, and what makes it unique.

When a consumer is ready to make a purchase, a brand identity that resonates might prompt them to do so immediately. However, if they aren’t ready to take the step to purchase yet, an effectively designed and executed brand identity will leave a memorable impression. That impression is then called upon when the consumer is ready to make a purchase.

Build Trust

Consumers are more likely to purchase from a business they trust. A professional, clean, and consistent brand identity can go a long way in establishing trust with consumers, regardless if they’ve yet to purchase a product or service. Consumers will notice and remember if a business consistently implements its brand identity. Consistent implementation will convey a message of professionalism and clear intent, which often transforms into trust even before a consumer buys something.

Build Loyalty

Satisfied and loyal customers are great for business growth. A brand identity that resonates with a consumer and evokes feelings of humanity and personalization will help people establish an emotional connection with a business. This results in returning customers and customers who believe in the business’s product or service, care about it and want to help the business’s success by remaining a customer. Furthermore, a loyal customer’s connection to the business will drive them to refer people they know to the business, which is a positive, trickle-down effect of a strong brand identity.

It is important to understand the role brand identity plays in the success of a business. It’s even more important, though, to purposefully create and implement a business’s brand identity in the marketplace through a strategic marketing plan. It makes a business stand out and builds trust and loyalty among customers leading to a well-regarded and successful business.

Fuhrman Creative, a marketing agency in Gettysburg, PA, offers services for branding your business through various marketing channels to realize your business goals. Contact us today to get started on creating your business’s brand identity

About The Author

Kathi Fuhrman

Kathi Fuhrman, owner of Fuhrman Creative has many years of online marketing experience.

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