Why your brand needs an identity?

Building a strong brand identity for your business.

Louis Javier

Published in

ILLUMINATION

6 min readNov 21, 2023

Ever wondered why some brands stick in our minds while others fade away?

Think of Apple’s logo or Nike’s swoosh — they’re not just symbols, they’re trusted and aspirational.

In a society cluttered with choices, where our every scroll, swipe, and stroll are met with a barrage of brands vying for our attention, it’s a stark reality that most businesses face a constant battle for recognition.

Steve Jobs said.

“It’s not just about doing great work, but also making it connect with people.”

That’s key.

In this essay, we’ll talk about why a brand’s identity matters so much, how it sets you apart, and why it’s crucial for long-term success in business.

Trust and Credibility

Your brand’s identity is like a first impression for potential customers. Just as we form opinions about people based on their appearance and behavior, customers judge businesses by their brand. When a brand has a strong and consistent identity, it builds trust and credibility.

Take Apple, for instance. Their sleek logo and products show their dedication to innovation and user-friendly design. This clear identity has earned trust from consumers. People often think of Apple as a leader in technology with reliable products. This trust has helped them gain loyal customers and stay ahead in the market.

Setting You Apart

In a crowded market, it’s hard for businesses to get noticed. But having a unique brand sets you apart. When your brand has a clear personality and values, customers find it easier to choose you over others.

Take Coca-Cola, for example. Their classic red and white branding, unique taste, and rich history make them stand out in the soft drink industry. The happiness and refreshment they’ve linked to their brand make their product easily recognizable, even among lots of other drinks.

“Your brand identity makes you unique. It’s what separates you from the competition and helps you stand out in a crowded marketplace.” — Gary Vaynerchuk, Entrepreneur and Author

Emotional Connections

A strong brand can make people feel connected. When customers relate to your brand’s values and personality, they’re more likely to stick around. This emotional bond can lead to long-term relationships and repeat business.

For instance, Dove, a personal care brand, champions self-esteem and body positivity through its “Real Beauty” campaign. This has struck a chord with people worldwide, sparking conversations about self-acceptance and diverse beauty.

This connection has built strong loyalty, as Dove is seen as a brand that shares people’s values. It shows how a thoughtful brand can create deep emotional ties that last beyond just buying and selling.

Recognition and Recall

A good brand identity is easy to remember. It’s like your business’s face. Just like you spot a friend in a crowd by their face, customers should recognize your brand in the market.

This recognition is super important for marketing and getting people talking about your brand. When customers quickly recognize your brand, it helps them find and pick your stuff.

Look at Nike’s swoosh — it’s simple but strong. It represents determination and success. It’s not just a logo; it says a lot and makes it simple for customers to know and pick Nike.

“Your brand is the single most important investment you can make in your business.” — Steve Forbes, Editor-in-Chief of Forbes Magazine

Consistency in Communication

Keeping things consistent in your brand helps you communicate better.

Consistency is like keeping a steady beat in your business’s song. When your brand is consistent, customers can easily understand your messages wherever they see them.

For example, Starbucks. They’re known for their cozy atmosphere and great coffee, and they keep that same feeling in all their stores worldwide. This consistency makes customers feel comfortable, whether they’re in New York or Tokyo. When your brand is consistent, it makes your communication easier, gives your brand a clear voice, and helps customers know what your business is about. This builds trust and loyalty.

Adaptability and Growth

A strong brand helps your business grow and change. It lets you bring in new stuff under the same trusted name. When customers already like your brand, they’re more likely to try new things you offer.

Look at Amazon — they started with selling books online and became a huge global store. Amazon’s brand is all about making things easy for customers and offering lots of stuff. This brand helped them grow big. People who first used Amazon for books now buy everything from gadgets to groceries there because they trust the Amazon experience.

A strong brand makes it easier for businesses to introduce new stuff or go to new places while keeping the trust of their existing customers.

“Your brand is what other people say about you when you’re not in the room.” — Jeff Bezos, CEO of Amazon

Employee Alignment

A clear brand identity isn’t just for customers — it’s also for your team.

It’s like a guiding star for your employees, showing them the company’s goals and values. When your team knows and supports the brand, they become passionate about the business.

For example, IKEA. Their brand is all about affordable, stylish furniture and being eco-friendly. This resonates with both employees and customers. IKEA’s workers feel connected to the mission of providing quality, sustainable products. This connection doesn’t just improve customer service but also makes the company stronger.

Remember, while you shape your brand, it’s not just for customers. It’s also a way to inspire and guide your team, creating a culture of dedication and excitement.

The Value of Brand Identity

In conclusion, your brand’s identity is the key to building trust, standing out in the market, creating emotional connections, boosting recognition, maintaining consistency, supporting growth, and aligning your team. It is the face and personality of your business, and it matters more than you might think.

Investing in a strong brand identity is a long-term strategy that pays off in various ways. It is not just a marketing gimmick but a fundamental aspect of your business’s success.

“Branding is not just about being seen as better than the competition. It’s about being seen as the only solution to your audience’s problem.” — John Morgan, Brand Strategist

Creating a lasting impact on customers involves tapping into your brand’s core and making it meaningful. Start by building a strong brand identity that speaks to people. This identity should reflect who you are and what you stand for, resonating deeply with your audience.

Then, it’s about consistent communication and experiences that reinforce this identity. Engage with customers in ways that leave a positive and lasting impression. Make sure every interaction aligns with your brand’s essence.

This journey isn’t just about selling products; it’s about building relationships. Your brand’s identity serves as a guide, ensuring that every step you take reflects your values and connects with people on a deeper level.

So, seize the moment and shape a brand identity that truly connects and endures. It’s not just about today’s success; it’s about securing your business’s future in the hearts and minds of your customers.

Let’s talk Brand, Strategy and Design.