Brand identity impact
Author: yinkaolaito
Yinka Olaito is happy,excited and passionate Brand Communication, Social Media expert, Trainer and speaker. Yinka Olaito helps brands(Profits and Non-profits)with effective communication and positioning for premium service delivery and returns.Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage consulting and African Child Right Inc.Lagos Nigeria
Many wonder why identity is that important in branding. Brand identity is its physical distinctiveness, personality and uniqueness. Identity aids brand’s memorability. It is the representation of the brand in the mind of its market. Interestingly most brand identities are exposed to an average of hundred people a day (personal brands) while other brands are exposed to an average of one thousand individuals per day. In the midst of the noise, can people remember you?
We must note that brand’s identity is its presence when the brand is not present. Brand identity should help the brand to become memorable and enhance relationship. It must build emotional connection with its niche. A brand identity is like human apparel. Someone has said that apparel often proclaim a man. That may not be fair but that is accepted norm. The way you are dressed is the way you are addressed still holds water.
If the above is given, what is the benefit of your brand’s identity doing to your brand? I mean your logo, profiles etc. Are these items ‘aiding or abetting crime for your brand’? In a recent meeting, I did mention that before a brand identity is crafted, there must be a brand theme which dictates everything that the brand identity must manifest. The theme or philosophy will dictate the color, graphics, text, icon among other vital indices. If there is no congruency, the brand will suffer. A school of thought believes that there is no need for congruency and that any identity is sellable with good budget. I do not subscribe to that. Why waste money? I also counseled that efforts must be made to get it right from inception otherwise the process of re-branding the identity will cost a lot money depending on the level at which the brand is at the time of rebranding. The design will cost money as well as identity communication since the niche already has a mental fixation of the color and icon of the brand before. Getting new identity to their minds will need bigger budget.
When the identity resonates with brand’s theme, it helps brand’s visibility, memorability among others points.
To make brand identity works for you, note the following. This list is not exhaustive.
1. Never develop an identity without a brand theme: Let the brand’s theme, philosophy guide identity creation, development, communication and management.
2. Allow expert to help you: People always any color of my choice is ok. But different ideas must go with a color and icon that will strengthen it.
3. Consider your brand target: Remember the target owns the brand and not you. What is the demography of your target, what is their age-range, what informs the idea are things to consider.
4. Color, graphics, icons matter.
5. Communicate the vital elements and let your niche understand why.
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