Chinese New Year: How Brands Are Advertising In The New Normal & Beyond
When it comes to branding and marketing a business, most people often picture large-scale advertising campaigns that involve grand and awe-inspiring commercials... Not to mention, innovative billboard ads or even 'buzz-worthy' social media posts that go vira
When it comes to branding and marketing a business, most people often picture large-scale advertising campaigns that involve grand and awe-inspiring commercials...
Not to mention, innovative billboard ads or even 'buzz-worthy' social media posts that go viral overnight.
While it’s true that those activities help with building up a brand, all of that however, is only made possible because of this one fundamental asset - brand identity.
What is 'Brand Identity'?
According to Investopedia, brand identity is defined as the visible elements of a brand, such as color, design, and logo, to help consumers instantly identify and distinguish the business whenever and wherever possible.
To emphasize, brand identity is all about the ‘intent’, or more specifically, how a company chooses to visually portray itself in their customers’ minds through:
Company name
Brand logo
Colors, shapes and other graphics used in the marketing materials
Brand tone & language, and much more.
Why Is Brand Identity Important?
As briefly mentioned at the start, brand identity helps businesses ‘set the stage’ for how it will execute all its marketing activities going forward.
For instance, how do you present a coffee brand in a manner that attracts customers with a preference for ‘premium’ goods?
One of the solutions is to have a well-designed logo and other visually appealing marketing deliverables as part of their overall marketing plan to portray the company in a particular manner.
Here’s an example of what a modern and premium brand identity would like for that coffee brand.
Doing so helps the company resonate and speak specifically to what the target customers value - good looking (the aesthetics) and high-quality, premium goods (the function).
But the benefits of brand identity aren’t just limited to only attracting the customers’ eyes. It extends beyond other aspects, to which we will explore in the sections below.