The basis of all your marketing and brand awareness initiatives is solid brand identity. Succeeding brands have a creative and understandable approach to communication, including product design and message. Therefore, if your company’s branding doesn’t accurately reflect your company’s authority and expertise, it’ll be difficult to get customers’ attention.
AON Risk Solutions surveyed 1,843 respondents from public and private businesses of all sizes and across a wide variety of sectors in more than 60 countries for its 2017 Global Risk Management Survey. According to the companies polled, brand identity damage is the primary risk management issue.
What Is Brand Identity?
Brand identity is the company’s connection with the consumer and how the customer perceives your company. It encompasses all of a brand’s visual aspects, such as its design, color palette, logo, and typeface, all of which enable customers to immediately identify your brand.
Branding is the painstaking process of developing a unique name and image for your product, business, or service. The same thing goes with your company traits, values, and characteristics that define what a brand is and isn’t.
Things That Can Damage Your Brand Identity
Since your company’s brand identity is a valuable asset, any damage to it may have a long-lasting impact on the financial health of your business. So, it’s worth taking note of the things you must avoid that can damage your brand identity.
#1. Lack of Brand Identity Guidelines
Brand guidelines are a collection of tools and regulations meant to help you use your branding components. Your brand’s components, like your logo, are often made by designers and writers to produce marketing materials. You can also hire a good marketing service, like Mark-Making brand strategy agency, to help your brand identity.
Proper brand use should be conveyed to all employees. Make your brand guidelines and assets, such as logo, colors, files, and typography, accessible both externally and internally. While standards may help keep branding consistent, it can be difficult to do without them.
That’s the reason why brand standards are required to help develop and sustain a strong brand. You’ll need to establish branding guidelines in conjunction with a marketing team that’ll assist you in identifying and defining your brand’s components and the most suitable applications for each. Doing so may help avoid expensive errors and reinforce brand value.
#2. Poor Or Lack Of Branding Strategy
A brand that fails to have a good brand identity plan will be destined to fail. Until you’ve carefully crafted a branding strategy, customers don’t know what your brand identity represents, what promises it makes, and what message it communicates. If you don’t prioritize communicating your company’s narrative through transparent marketing methods, you’ll wind up attracting unqualified leads and prospects.
A brand identity strategy must be developed, and your company’s goals must be discovered and shifted towards it instead of creating a beautiful logo that won’t have an impact. Recognize that your company’s vision and consumers’ experience must be aligned for a good brand strategy to succeed
Additionally, it’s also essential to be consistent with the message with all of the elements of the work for it to be successful. Remember that the most effective brand strategies are created collaboratively between the client, the strategist, and the designer. Together, it would help if you defined the business and marketing goals that’ll drive your future actions.
#3. Failure To Differentiate Your Brand
Brand differentiation occurs in various forms and sizes. Still, it becomes a lot simpler when you begin to approach your company as a brand and spend more time thinking about your customers. Suppose you seem to be identical to other businesses in your area. In that case, you can bet that your client will search about and choose the lowest alternative.
A well-designed brand identity helps you stand out, not blend in. It would help if you were distinctive for others to remember your business. To convey your value, you must stand out from your rivals. After all, design is a business’ ultimate differentiator.
Also, it would help if you do competitive research, identify areas of difference, and then define who you are, who your consumers are, and how to connect with them. Also, once you’ve established a clear purpose and vision, you can develop visual and verbal statements that help you stand out and convey your value.
#4. Not Connecting With The Right Audience
Your brand isn’t just your logo; it must go deeper to represent who you are as a company. The logo emotionally connects with your target audience, allowing customers to have an overwhelming feeling of devotion to your brand.
If you don’t establish a personal connection with your consumers, you’ll lag behind rivals that do. That’s just how business works these days. Therefore, whether you’re a startup or a large company, you’ll discover that customization is more critical than ever.
Consider your brand to be a person. What would they do, look like, and say? Everything you say as a company, including email marketing, social media updates, tweets, and blog posts, should reflect your distinct voice to attract the right audience.
#5. Unable To Provide Great Brand Experience
Certain businesses mistake allocating all their resources on a few significant brand experiences while neglecting to invest in consistency. Specific individuals thrive on regularity and never do anything new. Assure that you strike a balance and do both to produce an exceptional brand experience.
It’s critical to establish a consistent brand experience as the bedrock for bright and engaging interactions. The world’s most valuable brands understand that brand consistency contributes to developing long-term consumer connections and enhances brand awareness.
A good brand experience may often make the difference between winning the sale or losing it to another company. As a result, it’s simple to understand why businesses go to great lengths to create remarkable and attention-grabbing brand experiences.
Conclusion
Every aspect of your business is brand identity–from your logo and marketing to your products and customer service. Suppose your company’s branding is inconsistent, unclear, or linked with low quality or poor customer brand experience. In that case, it may result in business loss and reputational harm. Avoid poor branding identity as it would result in poor business for your organization.
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