Is it really worth investing in design services to develop a brand identity, and what value can it bring to my business?
If this sounds like you, and you’ve ever wondered what value a consistent brand identity can bring to your business, this article is for you. First, we’ll discuss what exactly a brand identity is, and then why a consistent brand identity helps build trust with your audience.
In a previous article the difference between a logo, identity, and brand was made plain. In brief, a brand is the impression in the mind of a customer formed by their personal experiences with a company—it’s invisible. An identity on the other hand is visible. It’s a visual graphic system used to express the personality of a company, which helps customers choose the option they trust and associate with most.
Why is this important to a business owner? Your target customer has countless other options to choose from and needs to be compelled to choose yours.
Trust Is Built Over Time
Imagine becoming close with someone who was mild-mannered, conservative, and soft-spoken, then seeing them at an event where they behaved, dressed, and sounded completely opposite of that. You might start to wonder if you really know the person, which issues in a lack of trust.
A brand identity is the same. It should set the tone for the expression of a company so when customers interact with it, trust is built over time. But, if it is inconsistent, there’s skepticism.
Your target customer has countless other options to choose from. What makes people choose one option over another? Sometimes people choose one company’s products over another because they seem more reliable, a trait they identify with. Other times it’s because they feel they relate more with one company’s ethos over another. A consistent brand identity—including the logo, color palette, fonts, pattern design, iconography, photography, specific messaging, and other graphic styles—visually communicates what makes your brand unique from the rest, which helps customers make a choice in the midst of a sea of options.
From Customer to Fan
Have you ever worn a hat or T-shirt of a brand you didn’t work for? Everyday people wear the logos of companies they are not employed by, and are not being paid to promote. The reason is, they identify with the brand—it feels like a company they can stand behind or represents their lifestyle. In heated conversations, some may even defend one brand or product over another, as if they’re the CEO! Actually, they’ve simply become a fan based on their positive experiences with the brand so are happy to wear and promote the logo, colors, and taglines of a company they personally connect with.
Your customers can become your biggest cheerleaders and promoters, but first you have to connect with them in a way they can relate to. You may have the best product, services, or vision, but unless it’s visually communicated in an authentic and compelling way, they’ll never know. Once a connection is made and the customer becomes a fan, they’ve become your most valuable advertising team—and their recommendation means something.
We’ve all made a purchase decision based on the recommendation of someone we trust. Someone who enthusiastically shares their experience and points us to a product or brand. This is the kind of customer-turned-fan every company needs. A consistent identity helps relate to, build trust, and connect with these customers.
So, is it worth it to invest?
In the end, it’s up to each person and business to decide whether it’s worth it to invest in a brand identity. But remember, just as developing a trusted friendship takes time, so does building trust with your customers. Although testing the waters to see if your business takes off before investing in a proper brand identity sounds like a good, cost-saving idea, it also may be affecting the growth of your business.
Yes, having a great product is crucial to the success of your company, but being able to visually express the big picture—the heart and soul of your brand to your target audience is critical in gaining long term fans.
If you enjoyed this article, share it with someone who also may be helped by it. If you’re looking for a partner to help develop your brand identity, let’s work together! Contact to discuss your next project.