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Defining Brand Identity

HR Tech Outlook | Monday, January 04, 2021

Branding begins with the customers. Customers like the way they get to know someone about the brand.

FREMONT, CA: Brand identity consists of business values and how the brand communicates these values through its products and services. It's what the brand says, how it's visually represented with images and design, and what the brand wants customers to feel when interacting with its products. Essentially, the identity of your brand is the physicality and personality of your business.

Brand identity is important for a number of reasons. It's a template for your promotional assets, which means everything your customers can see from a logo on your corporate social profile to a copy of the product description on your e-commerce website. A well-defined identity of the brand, consistent with the values of the company, helps build trust.

Strong brand identity is particularly important for online businesses that lack the physical elements that represent your brand. Good branding, like good wine, is going to take a little work and time. Let's take a look at how you can start building your brand identity in three simple steps.

Branding Begins with People

Branding begins with the customers. Customers like the way they get to know someone about the brand. It's the first impression and the first few exchanges that make them intrigued by the brand. Once they're excited to know more about your brand, they're in the game—they're ready to become customers and feel the sense of belonging that comes with identifying with a brand.

Branding is starting with your employees. They are your company's first brand ambassadors. Internal branding, from the design of a team structure to the training of the people who make up the teams, is also part of building a brand identity. Internal branding brings the core culture of the company to employees at all levels so that they can be the true representatives of the brand to the customers.

Branding Maintains Its Inherent Values

The identity of the brand aligns with the values of the company and must retain the core values, however redefined, as the brand grows. The logo and catchphrase of a brand may evolve over time, but they evolve with consistency in mind—the consistency of a brand identity. And company values give depth and direction to the identity of the brand.

Brand identity should not be in the face of the customer, but it should not be inconspicuous either. Brand identity should be communicated through logos, typography, colours, packaging and messaging. For example, an organic baby food company could try to stimulate the five senses of their brand identity.Parents and babies could salivate images of cross-section fruit on a jar of organic fruit over the lickable product. Their logo and typography could communicate cleanliness and perhaps a dose of sweetness and warmth. His copy of the product could be read singingly. The ideas are never-ending.

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