- 6. September 2019
- By JERICHO
- brand identity , business model , company logo , corporate identity , industry , target audience
WHY YOU NEED TO DEFINE YOUR BRAND IDENTITY
It is every firm’s duty to look inwards and decide what it stands for, what it wants to be known for.
This is something that should have been long decided before the firm settles for a business model or in some cases, even before it gets a name. Defining your brand involves many aspects that must be carefully looked into. The idea of corporate identity, unfortunately, has almost been restricted to mean company logo. There is certainly more to a brand identity than a mere logo, although a logo is one great way to define yourself and stand out amongst others.
You cannot sell your product until you have explicitly defined your brand.
It is a fundamental upon which all your marketing and advertising strategies will be built. This helps you to recognise your target audience and sell them what attracts their attention. For example, as a fashion designer, if your aim is to start a luxury fashion brand, then you might want to over-price your products. This has nothing to do with your logo or your website as many people often misconstrue brand identity to be. Of course, you would also want your website to reflect that but it goes farther than that. Brand identity in simpler terms, means anything that shapes your public image and perception.
How do you define your brand identity? Let us take a look at some of them.
- Your industry: How many times have you visited a website and don’t know for sure what the company in question is offering? Many startups seem to have this problem. If anything at all, you must know what industry you belong in. Are you in the tech industry, automotive industry, fashion, consultancy, floriculture or the legal industry?
No one is going to answer this for you but you.
It is your duty as an organisation to know what field you’re playing on. However, this does not mean that you cannot provide a range of services or sell a wide range of products. Your industry only lets the customers get a sneak peek into what you are on a surface level. An example of this is Amazon. Amazon is largely an e-commerce corporation even though they are also into media, tech and AI. So if you want to be perceived the right way, you need to define your industry.
- Target audience: Who you are trying to sell to is important to define. Are you trying to sell to single moms, hippies, urban youth or middle aged men? As in the example given above, if you are starting a luxury fashion brand, then you want your identity to reflect that. You cannot sell at the price range H&M does and claim you are luxurious. You would want to make a statement that truly says that you are a luxury brand.
Mercedes, for example, certainly has established itself over the years as a luxury automobile brand, quite different from how other brands like Toyota or Volkswagen have marketed themselves. If your product is aimed at urban youths, then your identity has to reflect their language, their style and their culture. This is a great way to create an identity that represents your customer base.
- Emotional connection: One thing that has remained even in the evolution to digital technology is the human factor. Humans are emotional and this will always factor in business as well. There is a range of emotions that your product or service can induce. From nostalgia to security, comfort, warmth and cheerfulness. You can create an emotional impact with your product.
The emotion you wish to invoke with your brand will set you apart from your contemporaries. This is especially beneficial when you are in an industry that is saturated. For example, a furniture company might sell its office chairs for the aesthetics. This means that you have the opportunity to sell yours for its comfort. Creative design does not always mean comfort or practicality. You will avoid competition by focusing on the comfort your chairs give.
It is imperative to develop a personality to your brand and leverage on your strengths while you are working on your visual identity. The value you create will ultimately be your most prominent identity.
Do you need help developing your brand identity?
It is okay to seek help from experts.
Contact us today at JERICHO for a free consultation.