How To Strengthen Brand Identity 4 Easy Strategies

How To Strengthen Brand Identity: 4 Easy Strategies

What Is A Brand Identity?

A brand identity is a visible foundation a business showcases to its customers and target audience to make its brand known. Your brand identity might include several things, such as:

  • a message,
  • an attractive logo,
  • your business values, or
  • how you communicate your services and products to your consumers.

Do not get your brand identity confused with your brand image, or brand assets. Your brand image or brand assets are how people perceive your brand based on your actions and the quality of your products.

For example, the supermarket chain Woolworths can be identified in a few different ways. It has established itself as a memorable brand through its famous logo (the green apple), sincere brand ambassador advertisements, and a catchy jingle, “Woolworths, the fresh food people”. Woolworths adds to its brand identity by appealing to its customers through an emotional connection.

What Are The Benefits Of Building A Strong Brand Identity?

Building and improving your brand identity can have many benefits for your business, including:

  • Increases potential customers
  • Improves brand recognition
  • Enhances brand awareness
  • Improves customer satisfaction
  • Boosts customer loyalty
  • Makes your brand stand out from the crowd

Your brand identity is what attracts customers to your business in the first place, so it’s vital to build an identity that attracts people.

Coca-Cola is one of the most well-known brands in the world and is easily recognised by its trademark logo. The logo has changed slightly since the manufacturer opened its factories in 1887. But even people who don’t consume this beverage can identify what it is thanks to its consistent branding.

Creating a strong brand identity has helped Coca-Cola become the most famous caffeinated drink in Australia and worldwide.

4 Easy Strategies To Improve Brand Identity

Strengthening your brand identity is imperative to the success and growth of your business. When consumers recognise your brand, they’re more likely to go to you again the next time they need the same or similar products.

Here are four easy marketing strategies to implement to improve your brand identity:

1. Use Colours That Appeal To Your Audience

Your brand recognition can be improved by up to 80% if you associate your brand with “the right colours”. This means being consistent with colours in your logo, products, and advertising and marketing materials.

When customers can easily identify your business by its colours, you have successfully strengthened your brand identity.

2. Use Social Media To Your Advantage

It takes an average of 5 to 7 impressions for people to remember your brand. Consider utilising social media and developing a digital marketing strategy to get your brand identity seen by more people more often.

Presenting your brand consistently across multiple social media platforms can help people identify your brand easier.

3. Use A Consistent And Authentic Brand Voice

One of the best brand recognition strategies is to use a consistent and authentic tone of voice to:

  • Attract potential customers while retaining existing customers, and
  • To build a strong and successful brand identity.

Your brand’s voice should align with your business values and help set you apart from your competitors.

Is your voice educational, sympathetic, fun, or engaging? A brand’s voice shows its personality and is essential to strengthening brand identity, brand image, and brand awareness.

Nike, for example, has a confident voice. Its brand identity relies heavily on that confidence and assertiveness to come across in all its marketing campaigns.

4. Use Consumer-Focussed Promotional Products

Much like a brand voice, promotional products bring personality to your identity.

You can guide your brand identity in the right direction with great quality promotional products personalised for your customers and clients.

When printed with your own business logo, brand colours, or a slogan or message that relates to your business, promotional merchandise can effectively promote your brand identity to a broader audience.

Why Is Brand Identity Important?

Developing a brand identity that your consumers remember for positive reasons will achieve greater results in your business goals. While a brand is more than just its identity, practical and forward-thinking brand identity strategies will attract customers to your brand in the first place. The rest is up to your sales techniques.

When considering and establishing your brand strategy and positioning, ensure your brand identity is attractive to your target audience to get the most out of your business.

Implementing a solid and consistent brand identity can strengthen your brand’s presence in what might already be a competitive market.

John Norwood
John Norwood is best known as a technology journalist, currently at Ziddu where he focuses on tech startups, companies, and products.