A brand is viewed from two different angles:
- a brand’s desired perception.
- How the client actually views it.
The viewpoint of the company is represented by brand identity. It is how the business believes its customers should view it. To help the brand stand out from the crowd of rivals, many tactics are employed, such as building a brand outlook, brand personality, and brand design.
Brand identity refers to how a company presents itself to consumers. It is the collection of all branding efforts a business makes to position itself in the eyes of its target market.
A brand defines itself through its brand identity. It consists of the sum of the brand’s name, tagline, voice, positioning, connections, and personality.
Importance of Brand Identity
In addition to the justification that a brand’s identity is what makes it different and recognizable in the marketplace, below are some additional benefits of brand identity.
Helps Develop A Suitable Brand Image
Brand image differs from brand identity in that it refers to how consumers view the brand. For a business, having an identity is important since it creates a positive brand image. To make customers build an image of the brand that is consistent with its identity, however, is the responsibility of the marketer.
Differentiates The Product From The Competition
Brand image differs from brand identity in that it refers to how consumers view the brand. For a business, having an identity is important since it creates a positive brand image. To make customers build an image of the brand that is consistent with its identity, however, is the responsibility of the marketer.
Creates Consistency
The biggest aspect of branding is consistency, and brand identity is what makes consistency possible. To be viewed as a brand in the way that it wants to be, it’s crucial to develop a consistent external representation.
Helps Develop A Personality
The visual identity and representational tool used to express a brand’s personality is called a brand identity.