Why should you invest in brand identity design?

Brand identity is an asset. The brand identity is viewed as a strategic business tool and an asset that seizes every opportunity to build awareness, increase recognition, communicate uniqueness and quality, and express a competitive difference. Adherence to brand identity uniform standards and the relentless pursuit of quality are business priorities.

When a high level of perceived quality has been (or can be) created, raising the price not only provides margin dollars but also aids perceptions. - David A. Aaker and Erich Joachimsthaler, Brand Leadership.

Make it easy for the customer to buy

Compelling brand identity presents any company, any size, anywhere with an immediately recognisable, distinctive professional image that positions it for success.

An identity helps manage the perception of a company and differentiates it from its competitors. A smart system conveys respect for the customer and makes it easy to understand features and benefits.

A new product design or a better environment can delight a customer and create loyalty. An effective identity encompasses such elements as a name that is easy to remember or a distinctive package design for a product.

Steady investment in design is rewarded by lasting competitiveness. - Design Council UK

Make it easy for the sales force to sell

Whether it is the CEO of a global conglomerate communicating a new vision to the board, a first-time entrepreneur pitching to venture capital firms, or a financial advisor creating a need for investment products, everyone is selling.

Nonprofits, whether fundraising or soliciting new volunteers, are continually selling. Strategic brand identity works across diverse audiences and cultures to build an awareness and understanding of a company and its strengths.

By making intelligence visible, effective identity seeks to clearly communicate a company’s unique value proposition. The coherence of communications across various media sends a strong signal to the customer about the laser like focus of a company.

A strong brand commands a premium. - David A. Aaker and Erich Joachimsthaler, Brand Leadership

Make it easy to build brand equity

The goal of all public companies is to increase shareholder value. A brand, or a company’s reputation, is considered to be one of the most valuable company assets.

Small companies and nonprofits also need to build brand equity. Their future success is dependent on building public awareness, preserving their reputations, and upholding their value. A strong brand identity will help build brand equity through increased recognition, awareness, and customer loyalty, which in turn helps make a company more successful.

So, to wrap it up.

Use brand identity to create sensory magnets to attract and retain customers. Go beyond declaring a competitive advantage. Demonstrate it.

---