In this post we will be looking at brand identity: what it is, and why It’s important. It is something that like a website, will evolve over time. It should be a visual cue to your customers; instantly letting them know they are dealing with you. Your brand recognition creates an emotional response with your customers, which in turn drives sales and profits.
What is a brand identity?
Brand Identity is the visual element of everything you do. It is the colour pallet you use. The typography (font) the type of images, style of image filters. The wording you use, the way your logo is displayed. In some cases there are even audible brands: like when you turn your computer on and you get that startup sound.
In essence your Brand identity tells your customers what sort of business you are and what you do before they get to reading the words. If done well, it can be instantly recognisable without the logo or name of the business displayed anywhere. A good example of this is watching an advert for “Apple” products – from the style and the feel you know it’s “Apple” before they establish the product. The same applies with coca cola and many others. There are certain colours, image styles and filters used that create an instantly recognisable image without you needing to be told directly what your looking at:
Why is brand identity important?
It may sound obvious but you want to sell to your target market, and hopefully you want to sell to them again and again. A recognisable brand design style will attract the right customers and be easy to recognize next time they want to find you. It should stamp across everything from your website to your promotional materials, adverts emails and letters, even what you wear. To show why this is important, here are some stats from the UK Design Council:
- Design increases turnover: For every £1 invested in design, businesses can expect over £20 in increased revenues
- Design is linked to profit: For every £1 invested in design, businesses can expect over £4 increase in net operating profit
- Design boosts exports: For every £1 invested in design, businesses can expect a return of over £5 in increased exports
- Almost half (47%) of the UK’s rapidly growing businesses see design as crucial to business success.