{"id":187,"date":"2017-07-01T03:23:25","date_gmt":"2017-07-01T03:23:25","guid":{"rendered":"https:\/\/demo.exptheme.com\/juststartit\/?p=187"},"modified":"2017-07-01T03:23:25","modified_gmt":"2017-07-01T03:23:25","slug":"the-importance-of-brand-identity","status":"publish","type":"post","link":"https:\/\/demo.exptheme.com\/juststartit\/the-importance-of-brand-identity\/","title":{"rendered":"The importance of brand identity"},"content":{"rendered":"

Developing a\u00a0strong brand identity\u00a0for your business\u00a0is an extremely important factor in its success. Effective branding can help build your reputation, make you stand out from\u00a0your competition\u00a0and project\u00a0your values to attract your ideal client.<\/p>\n

Your brand is your business identity \u2013 the image you wish to portray to the world \u2013 and is one of your company\u2019s most valuable assets. Although your\u00a0visual brand identity is important,\u00a0your brand is more than your logo. Your brand communicates your business personality\u00a0and\u00a0shapes your\u00a0clients\u2019 perceptions of who you are. Your brand should project the expectations and promises you extend to your customers in terms of quality, service, reliability and trustworthiness and\u00a0create\u00a0trust and loyalty from those who do business with you.<\/p>\n

A strong brand identity helps the audience differentiate you from your competitors and can positively influence their purchasing decisions, directly impacting your profitability.\u00a0But there are several myths and misconceptions that small business owners believe that\u00a0can get\u00a0in their way of developing a strong brand identity.<\/p>\n

Myth #1 \u2013 We can design our brand ourselves<\/h3>\n

We have all experienced the effects of a do-it-yourself brand. What do you think when you are handed a self-printed, black and white business card? What happens when you get to a website that looks home made? People will judge your ability to provide the solution they are seeking based on their first impressions of your business, both online and off. Don\u2019t risk turning away potential clients with an unprofessional brand.<\/p>\n

Myth #2 \u2013 We can\u2019t afford to have a professional brand developed<\/h3>\n

Having your company brand professionally designed costs money, but it may cost your business more if you do not have a high-quality,\u00a0visual identity. The\u00a0visual representation of your identity is something that takes a skilled resource. Creating a logo that is not aligned with your vision, values, target audience and positioning could cause confusion in the market. For example, if\u00a0you provide quality services with attention to detail, your lack of attention to detail in your brand will send a conflicting message to your prospects.<\/p>\n

Myth #3 \u2013 We don\u2019t need a brand<\/h3>\n

Since more people search for products and services online, you absolutely need a quality visual identity for your web presence. How do you represent your business online without one? And whether you have developed a professional brand or not, your business has a brand. Your company name, how you deliver on your promises and what your customers say about you when asked creates an impression of what it is like to do business with you \u2013 and that, my friend, is your brand. You can let it be developed for you through online customer reviews or your competition, or you can take control and manage it to your advantage. Your choice.<\/p>\n

The Benefits<\/h2>\n

Makes your company look bigger<\/h3>\n

When prospects see a\u00a0professional brand\u00a0consistently used on your business cards, website or social media profiles, they get the image of a\u00a0company\u00a0that deserves their business. Prospects look for a company that has the resources to help them succeed. They will also expect to pay more for a\u00a0more established company. If you hand them a home made business card or your web presence is\u00a0unprofessional, they will think\u00a0you are small and not worthy of their business or the fees that you feel you deserve.<\/p>\n

Creates an identity that is bigger than you<\/h3>\n

Many independent professionals that offer consulting or coaching services end up building a brand around themselves rather than the business. If your goal is to become a public figure, that may be fine. But if you want to separate the business from you for future growth or sale, develop a\u00a0brand for the company. A unique brand will be one of the assets that come into play during the sale or acquisition.<\/p>\n

Builds loyalty and trust<\/h3>\n

One of the ways you can separate your business from the competition is to have a unique brand that differentiates you in the marketplace. A strong brand that conveys your values builds an emotional connection with customers, which will attract them to your business if they share the same values. This type of connection makes it easier for you to develop a long-term relationship with those customers, leading to greater customer loyalty.<\/p>\n

Conveys stability<\/h3>\n

You may be the best, most experienced person in your field, but no brand or a self created brand conveys an impression that the company won\u2019t last. A brand helps you develop an image for your business that says \u201cI\u2019m here to stay\u201d. A well-defined brand identity projects a long term feel to those who see it regularly. Eliminate any question about your viability by having a crisp image and clear messages.<\/p>\n

Makes your business memorable<\/h3>\n

Developing a brand identity and using it consistently helps customers remember who you are. The more your prospects see your brand, the more likely they will contact\u00a0your business for information.\u00a0Every time you get to interact with your prospect, you have a chance to\u00a0make a connection and create a memorable brand experience.<\/p>\n

Shows commitment and personal pride<\/h3>\n

Investing in a unique brand identity shows that you take pride in your business and are committed to success. Customers will believe you are more likely to deliver on your promises to them because a\u00a0business that invests in its success will under promise and over deliver, creating\u00a0more brand loyalty and trust with\u00a0every customer interaction.<\/p>\n

Tips to take control of your brand identity<\/h3>\n