Marketing no longer represents one part of your business. It has long ago formed branches and sub-branches and grew into a complex and intuitive system that propels any company directly in the heart of its target public. If the strategies are applied correctly and organically, the success is almost at your door.
Among the many marketing fields, the brand identity has created autonomy for itself and has even the power of decision when marketing strategies are planned. The evolution in marketing that had the greatest impact in the last years has shifted the focus from the product on the client. The motto of the new marketing is: “People don’t buy products; they buy better versions of themselves”. And that’s how the products are minimized to just some means to an end, and the client has the last word for the success of a company.
This is why now more than ever it is crucial to connect with the client. However, a client can’t communicate with the product itself. He needs an image that strikes a chord with him through the authentic values it promotes. This image is a company’s brand identity.
What Exactly Is Brand Identity?
This notion refers to the multi-sensory channels through which the client connects with a company. The brand identity is responsible for the company name, logotype, logo, tagline (which is a short enterprise description or slogan), company colors, and even the decorations and uniforms within the commercial buildings.
To respect the rules of brand identity, a professional team of designers should be at hand for the company. For example, the typography of your logo tells a lot more things about the brand identity than the overall logo itself. If the typography is chosen without the consent of a designer that is familiar with the culture of the company, then the logo is not as powerful as the management might think.
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So, the in-house team of designers should always be updated with the latest directions the business recently took, and reflect these corporate beliefs through their designs and color pallets. A successful brand identity story is the BMW logo design. If we look at the many changes their logo went through in its history, we can clearly see that their brand identity didn’t stagnate, but it was adapted to the stages that the notion of “The Ultimate Driving Experience” went through.
How Do You Bond Sustainability With The Brand Identity?
Sustainability is hard to achieve even for most successful companies. It is often broken in favor for intrusive marketing campaigns that rather want to sell than to respect the enterprise culture.
Once the brand identity is built, it must be reflected in any activity of the marketing team to become strong and sustainable. A brand identity is the story of a company which shouldn’t be disconnected for the sake of other unrelated stories. This story should be powerful and authentic enough to even turn the clients into influencers.
Let’s look at an example. Coca-Cola has been around the block since the late 19th century, and despite its seniority within the carbonated soft drinks market, it maintained its massive popularity throughout the years. Its success happened thanks to a strong and sustainable brand identity. The company has continued to invest huge budgets in their marketing strategies. But the company has never insisted to their clients to buy their product. Instead, it created a strong connection between their soft drink and happiness. Their commercials have always been brought to life through happy friends and families that represent the core of any healthy society.
Some might say that Coca-Cola invented the powerful spirit of Christmas! Even now, if you take a look at the Facebook profile of CocaCola, every post respects their brand identity entirely. All the images have the same color palette, happy characters, and the logo. There is no exception, and nobody can say that the visual content is repetitive and boring. No wonder that Coca-Cola is still the king of the carbonated drinks.
So, the golden rule of a quality sustainable brand identity is to create a powerful and original story of your product and make it visible on any visual content that the clients come in contact with. Website design, product packages, the visuals of all marketing campaigns, the social media activity even the customer care interactions should all be happening under the shining star of your brand identity.
All in all, it is clear that once the Internet created a transparent and interconnected world, the target public can easily find your competition just by typing an entry in Google search. What will make them choose you is not the product itself, which can be even similar to your competition. It is the better version of self that they see in your sustainable brand identity that convinces them to pick your product.