Brand identity is the heart of a company

Brand Identity is basically the promise a company makes to its valued customers. It may be reflected in a specific product line, service level, or core value experience. Whatever it is, it's an important aspect that both local as well as global companies attempt to leverage as a way of strengthening their market share.

A brand identity is important because it has the power to purely differentiate a company from its competition. And those who successfully create their brand identities to positively impact on their growth know that doing so requires time, money and effort. Brand identity is not merely just a logo or a tagline. In essence, brand identity is the motivation you provide your customer to choose you!

A word of caution... Even though you may not think you have a brand, your customers may have already provided you with one. It is imperative that their perception of your company reflects your true values. If not, it's important to explore and implement a re-branding strategy.

The key to a successful re-branding effort is "Evolution", not "Revolution". Your strategy must reassure your existing customers that the aspects they appreciate about your product or service will remain intact or, at least, improved. Refrain from making poorly planned, unjustified or extreme decisions for the sake of changing because major changes may compromise existing emotional ties to your brand thereby eroding valuable customer loyalty.

It is also important that the people who make up your company reinforce the values of your brand because truly effective marketing starts from the inside out. Do your employees understand your brand and share in the company values? Do they feel like they are an integral part of it and that they have a vested stake in its success? A company with truly solid brand identity can say, "yes" to those questions. If your company can't, here are some steps to address the issue:

1. Identify and document the aspects that make up your brand personality, values and corporate culture.

2. In collaboration with your people implement a brand strategy both internally and externally.

3. Align your criteria for recruiting talent and rewarding performance in such a way that promotes voluntarily brand reinforcement from your team.

4. Constantly and consistently reinforce your brand identity via printed and online communication with your team and your target market.

Each person in your company is a brand ambassador. For this reason, your brand strategy should promote ownership, responsibility and accountability for the brand identity. The resulting environment will promote positive growth and success, which simply derive from of a happy, motivated team.

And finally, unlike basic marketing, brand identity is the heart of a company; and how it's lifeblood pumps outward and nourishes your target market is vital to your company's well-being.


For more information regarding brand marketing and communication design strategies or to arrange a complimentary initial consultation, please contact Nicholas Di Pietro: 905.850.9994

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