Brand identity: What is it and why is it so important?

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Bentley Brayant Creative Communication News   •   October 15, 2018

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Brand identity is the face of your business. It represents your company’s values, services, ideas and personality. It generates loyalty from clients and make your employees proud to work for you.

What is it?

The simple definition of brand identity is how you want the market to perceive your product or brand.

Brand identity includes elements like logo, design, colour, name, symbol and tagline. It also involves intangibles such as thinking, feelings and expectations.

It takes time and patience to develop an effective brand identity. However, if done well it is certainly worth the effort.

What are its uses?

Brand identity can:

  • Set you apart from your competitors.
  • Improve brand awareness.
  • Represent the brand promise.
  • Establish synergy throughout all communication methods.
  • Motivate your employees.
  • Generate active buyers.

Strong brand identity leads to:

  • Brand loyalty and trust.
  • Brand preference.
  • High credibility.
  • Good financial returns.

Where should you start?

When it comes to creating your own brand identity, consider using the following:

Logo: The symbol of your business.
A tagline: This defines your business to your audience.
Stationery: Letter-headed paper, business cards, complimentary slips, etc.
Marketing materials: Brochures, promotional flyers, ePublications, websites.
Products and packaging: What you are selling and what packaging it comes in.
Signage: For your office, car, etc.
Emails: How you brand your communication.

If you need help to create such a fundamental part of your business, or to get our team to help manage your exisiting brand ID, contact