A huge shift has already taken place
whereby commercial enterprises that want to survive and flourish must offer
their customers a values-driven service that projects a consistent brand image.
While some believe this is simply a brand’s name and logo, it is certainly far
more than this.
A brand identity includes
all the visual elements of a brand, but also the company’s values and purpose.
All of this together makes up a brand identity and when this is done right, it
can be incredibly effective at cultivating a positive impression in the minds of
your customers.
What
is brand identity?
The are many individual elements that make
up the brand identity. This can include things like the company’s name, its
logo the colour scheme it uses in its visual communication as well as the tone
and style of any marketing and advertising material. But more importantly, it
also includes the company’s core values.
For this brand identity to be consistent
throughout the company, it requires employees to be on board with the company’s
values and approach to doing business. Many companies fail to execute their
brand identity when their staff fail to project the kind of image that they
want to stand for.
Read More: Branding and identify
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