Anatomy of a brand: brand identity for commercial gain

We’ve been running a series of blog posts that offer advice on how to plan, implement and optimise your brand. This week we focus on how you can use your brand identity to communicate a clear message to your audience, to build brand loyalty and improve returns.

A smart suit might signify that you mean business. It’s a professional brand identity that does the same for your company.

Brand identity is woven together from other brand elements and, to quote Aristotle, ‘The whole is greater than the sum of its parts’. A great logo will make you look visually attractive and familiar to your customers, a good story fires the imagination, but the identity pulls it all together.

It is who you are and what you stand for. It can also support where you’re going. Use your brand identity to communicate a clear message to your audience to build brand loyalty and improve returns.

Brand identity through all touchpoints

The time available to connect with a customer is so small, so your brand identity needs to be clear and every part complimentary. Look through all the branding material – logo, colour scheme, website and printed collateral – does it feel cohesive? Does it support your ambition? Even through to your office environment – your whole brand should be consistent.

Compare the contrasting decade Apple and Nokia have had. As part of its brand, Apple has successfully produced a global brand identity aligned with cutting edge innovation and adaptability. Nokia, who once had nearly 50% market share, was too slow to adapt focusing on past successes and it’s brand identity looked dated and unprogressive helping it fall out of contention as an industry player.

Brand identity versus brand image

The way you look (identity) should match up to how you’re perceived (brand image). When these are misaligned it can cause problems connecting with potential customers and threaten new ventures. Brand image can change rapidly depending on the audience and the fickle nature of consumerism, brand image needs to be more robust, adaptable enough to account for market changes but strong enough to avoid constant rebranding.

We’ve helped businesses build meaningful brands through defining their values, purpose and vision – download our Anatomy of a Brand eGuide so you can do the same or contact us to discuss how we can enhance your business by redefining your brand.