SME: Why create a brand?

“ A brand is no longer what we tell the consumer it is — it is what the consumers tell each other ” — Scott Cook.

A brand signifies the expectations and experiences a customer will derive from a good. A strong brand should meet and exceeds customer expectations. The way to do that is through delivering on the promise that the brand makes to customers. Delivering on the preplanned business model of the business that is founded on value and that value only gets better and not diminish.

A strong and recognizable brand can help a business be more successful, which is why creating an effective brand identity is so important. But what all does a brand identity entail, and why is it so important?

What is a brand identity?

When you create a brand identity, you’re essentially applying your brand values to any visual elements that will be used to promote your business. This means that a brand identity is more than just a logo, and consists of a variety of marketing materials.

This might include:

1. Business cards
2. Stationary
3. Print materials (brochures, reports, flyers, etc.)
4. Signage
5. Product packaging
6. Website

Building your brand

Building a brand has to be very strategic. It is how you are presenting your enterprise and values to the world. A brand represents quality and creates a competitive advantage. What consumers perceive when they think of your brand highly influences their decision to patronize you so this is something that shouldn’t be taken lightly. The focus shouldn’t necessarily be on the aesthetics, fonts, and images you wish to use but instead on the values, emotions, and experiences, you want to evoke in your target audience. That will influence all other decisions.

Why is brand identity important?

1. Personality: A brand identity is the visual representation of the values and “personality” of your brand. Identity design essentially sets the tone of your brand, and it can be used to evoke specific feelings in your audience. Your brand identity should be designed to communicate your company’s overall message and promote your business goals.

2. Consistency: Developing a brand identity allows you to create a consistent message across all marketing materials. Each piece should have the same basic styles and design elements, creating a cohesive branding package.

3. Differentiation: A brand identity helps you to differentiate your business from the competition and appropriately position your brand. Developing a professional, creative identity design can help you to stand out to potential customers in your market.

4. Awareness: Creating a brand identity package ensures that your brand is at the forefront of all your marketing materials, which helps to increase brand awareness. The more places your brand is featured, the more contact it will make with consumers, and the more memorable it will be.

5. Loyalty: An effective brand identity can help to build customer loyalty and trust in a brand since it allows customers to make a connection between a product and the company.

More than anything, a brand must remain consistent. From the customer’s interaction with a member of staff of your organization to the packaging of the products. They all must reflect your core values. Don’t try to mimic the look of other brands and especially competitors. Branding is how you should stand out from the crowd so be bold, daring and innovative!