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Companies looking to increase their market share and strengthen their relationship with existing customers would benefit from creating a strong brand identity, but what does the term mean, how does it differ from brand image, and what are the benefits?
Brand identity explained
Brand identity is defined as the visible elements (i.e., company name, logo, design, colour schemes, advert text) that help customers instantly identify a brand and distinguish it from similar ones. The elements are specifically chosen to make potential customers feel a certain way and want to spend money at that company.
Brand image is how the brand identity is received by the customer base or public. Simply, brand identity is intent and brand image is impact.
What can a strong brand identity do?
The biggest and most popular companies in the world have strong brand identities that resonate with their customer base. The identity is the result of consistent messaging across all platforms for years and even decades. It can be one of the company’s most valuable assets.
Some of these companies include Apple, which promotes its products as status symbols that are powerful and easy to use, and Amazon, which prioritises buyer experience by offering quick delivery (sometimes same-day and sometimes free) as well as an almost unlimited range of products. Both brand logos are instantly recognizable (the bitten apple and the Amazon smile) and hard to confuse with their competitors.
These identities can help make the rollout of new services or products easier because people are more likely to trust an existing brand that they have a relationship with. Consider how Amazon has been opening physical stores that use “computer vision” to track what you pick up and charg… Read More
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