- Name: This includes the word or words used to identify a company, product, service, or concept.
- Logo: This is the visual mark that identifies the brand.
- Tagline: This would be the descriptor or one-line catchphrase that is associated with a company. For example: Nike’s “Just do it.”
- Graphics: This is the main visual element that is part of a brand. For example: the ribbon that is a part of the Coca-Cola brand.
- Colors: These are standard, recognizable colors associated with a brand. For example: Coca-Cola’s red, or Facebook’s blue.
Brand identity is the outward expression of a brand. It includes these elements and is usually assembled by the owner of the brand or a designer hired to create the visual elements of the brand. It reflects how the owner wants the consumer to perceive the brand. This is very important in creating brand recognition and loyalty going forward.
Proper branding can lead to higher sales of a product or service and can create loyalty in a market For instance, if someone loves Nike shoes, he or she is more likely to also purchase other Nike products, like clothing or accessories. This creates brand loyalty. Brand loyalty consists of a consumer’s commitment to repurchase or continue using the brand. Brand loyalty can establish life-time users and in essence, spokespeople for a brand.
It is the hope of most business owners to create an iconic brand, like Apple, Nike, or Volkswagen; however, it is not always possible. For small business owners, having a strong visual presence, communicating your message effectively, and creating positive brand experiences is key. Brand recognition is the most important goal in the early months and years of a company or product’s introduction. It is evaluated, generally as a percentage of the target market. Do your ideal customers recognize you? Can they recall your brand? Do they have positive feelings about your brand? Awareness, and positive awareness, most importantly, helps your brand stand out from the others in this very competitive market.
So, not only are the individual elements of your brand important: your name, logo, graphic elements, colors; all these elements combined (which creates your overall brand) create the experience for your ideal customer. Remain consistent in your message, your visual elements and most of all your customer experience. THAT is the way to create a loyal following and in turn, create customers for life.