Brand Identity
Your business brand and your identity are one of the most important assets you have!
When you mention that you want to rework your brand to most advertising agencies, they will eagerly sell you a new logo. And to accompany your new logo, you will receive letterhead, envelopes and maybe even labels. For an extra $5,000, you can probably get a brochure as well.
Here’s the thing: That is only part of a brand. It’s actually only part of an identity package.
You see, your brand is the image of your business in the mind of the customer. Therefore, everything you do defines your brand. It’s not only all of your collateral, your advertising and your logo, etc. It’s how you look, what you say, what you do, and to some extent what you think.
I’ll state it again. You brand is the image of your business in the mind of the customer.
It’s simple but has deep implications.
We put brand with identity because everyone confuses their brand with their identity.
While ad agencies only concern themselves with the identity work (logo, letterhead, business cards, etc.), we focus on your whole brand. To us, brand/identity is too important to gloss over.
Brand/Identity solidifies the marketing strategy. It is a physical manifestation of all of the conceptual ideas generated.
Ideally, Brand/Identity consists of 3 areas:
- Naming
- Corporate Identity
- Messaging
Where corporate identity is the creative artwork and assets your business needs to be visually identifiable, naming and messaging are the words and emotions which convey your competitive advantage to your market.
When done correctly, all of your strategic work will be apparent, your messages will be impactful, and customers will see your point of differentiation and realize that they would be fools not to do business with you regardless of price.
