Brand Identity

Brand identity is one of the most powerful tools for creating brand image. It plays a pivotal role in creating perception of the brand in the eyes of potential and existing buyers. Brand identity differentiates your products/services in the market place from your competitors. As a result, it develops an association in the mind of masses in addition to setting up a unique product image. A powerful image of your brand incites the elements of curiosity and interest which further may lead to customer loyalty. Brand identity is not just limited to your logo or business name but it rather covers the entire visual display, touch (in case of tangible products) and feel of your brand. From the color scheme of your brand name to selection of fonts, packaging material and styling, every single presentable element leaves a lasting impression in the minds of your customers. Buyers’ decisions are influenced by all the aspects related with the appearance and perception of the product.   Start-up businesses have to be very careful while creating their brand identity as it formulates basis for strategic marketing management for the long run.  Three core aspects which your brand identity reflects include:

• Differentiation
• Perception
• Consistency

First and foremost, how your product or services differ from the existing brands is an important message to be conveyed in the marketplace. The sellers need to differentiate various parameters in order to identify their products or services from the rest. Then it creates a perception of your brand in the marketplace i.e. the way it is received, viewed and taken by the customers.  Lastly, it gives a consistent look and feel which becomes associated with your brand. All three aspects are critical for developing a uniform, durable and powerful brand image.

The promotional activities and marketing campaigns of your products /services are initiated after you acquire brand identity for your business. A comprehensive solution for brand identity includes:

• Brand Name
• Logo
• Tagline
• Website (Digital brand identity )
• Business card
• Letterhead / envelope
• Branded notebook & pen
• CD/DVD covers
• Branded mug, T-shirts

For medium businesses, comprehensive brand identity is a must to go for. The start-up businesses may not need branded accessories in the very beginning but having complete stationary designed is very important for the start-ups as well.