Brand Identity and Its Power: 5 Pitfalls to Avoid
A brand is more than just a name or a logo. When you think of Nike or Coca-Cola, you feel something—freedom, happiness, passion, sports. The power of brand identity is immense. In this article, we want to guide you and highlight the 5 pitfalls you need to avoid in order to build a strong brand identity.
Your company also has a brand identity. It conveys values, goals, traits, strengths, and passions to your target audience. A mix of behavior, symbols, and communication makes your brand or product authentic and unique.
Companies with a strong brand identity have a perfect identity mix, where behavior, symbolism, and communication are perfectly aligned. For example, think of Nike. Everyone recognizes the logo. The power of Nike's brand identity is enormous. But how do you ensure a strong brand identity, and what should you watch out for?
1 – Start with a Strategic Session
A strategic session is always the starting point, especially if your company has various sub-brands, is growing rapidly, or has emerged from a merger. Hire a reputable advertising agency to lead this session, which will result in a solid action plan.
2 – Choose the Right Corporate Identity
Next, find an excellent designer or agency to create a strong corporate identity. It doesn’t end with just a logo. Letterhead, envelopes, website: everything must be coordinated. Good and consistent corporate identity management will also help you save costs in the long run!
3 – How Will You Communicate?
Your company may consist of dozens or even hundreds of people. Not everyone communicates in the same way. Therefore, it’s important to create an internal document outlining how employees should communicate. How should the phone be answered? Are customers addressed as ‘you’ or ‘thou’? Is the tone formal and businesslike or personal and open?
4 – Consistency in Documents, Emails, and Presentations
Additionally, all communication tools need to be adjusted. Think of quotes, emails, documents, presentations, and more. Eformity offers smart solutions for this. For example, if your organization has dozens of employees and thus many email addresses, the style needs to be maintained. With our software, you can easily update the email signature, which will then change automatically for all employees. This way, you can even use your email signature as a marketing tool.
5 – Continue to Evaluate and Adjust
A brand identity is never complete. New employees or a changing market may require adjustments to the brand identity. Always continue to evaluate and make adjustments.
Contact us to discover what we can do for your brand identity!
