Brand identity has become of greater importance in recent years due to trends in customer behavior and preferences. No longer do people want to buy from impersonal corporations that want nothing more than to make money. Instead, they want to buy from businesses that have personality or character that they can relate to. In other words, they are looking for a business they can trust. In fact, you might find it surprising that consumers are more likely to trust a business than their own government, according to the 2020 Edelman Trust Barometer. So, how do you build that trust? By clearly identifying your business through its identity.
If you are new to the idea of brand identity, you will likely have plenty of questions about it. In this article, we will talk about what brand identity is and why it is crucial.
What exactly is brand identity?
Brand identity is about how a business presents itself to customers. It includes the logo, the name, and every other design aspect that creates an image in the customer’s mind. Also, it consists of the values of a company, the tone of its content, and the mission statement that guides it. In short, brand identity is everything about a business that affects how a customer perceives it.
A great example of a company that has invested plenty of time and effort into creating a good brand identity is Apple. From the design of their website to the products they provide, their brand is all about innovation and quality to bring the future into the hands of their customers.
This identity might vary from customer to customer. However, what makes brand like Apple so striking that customers can quickly identify any of its products based solely on the logo and the design?
Why is brand identity so important?
There are many reasons a brand’s identity is vital to any business. Mainly, it helps a company stand out from the rest of the competition. It also helps to promote positive reactions from the audience regarding various aspects of a business, such as its products or services. That said, let us share an example from Apple to show why brand identity is essential and how it can be beneficial.
Many people wonder why Apple can get away with higher prices compared to other big tech brands like Microsoft. In short, it all comes down to Apple’s simple yet effective branding which has established it as the leader in high-quality hardware and an intuitive user experience. Apple’s loyal customers will not second-guess where to purchase their next mobile device.
In other words, Apple’s customers are willing to pay a premium for Apple products, even if other products provide the same features at a fraction of the price. Customers see Apple as a brand that produces high-quality and reliable products, meaning that they are okay with paying a premium for a product they know will satisfy their expectations.
An excellent identity allows your business to be perceived favorably, and it can culminate into loyal customers who will continue to look at what you have to offer and purchase your products. As such, your business will experience significant growth, whether in terms of the premiums your customers are willing to pay or the ever-growing customer base you build.
That said, creating an identity for your business is by no means easy to create. The process takes a lot of time and effort to get right. So if you have not started working on your brand identity, do so as soon as possible!
EIC Agency is a digital agency with expertise in various aspects of digital success from brand identity to content production. If you are looking for a digital marketing company in Arizona to help build your brand identity, work with us today!