Brand Identity is a promise given from business to customer. It could be a promise involving product quality, service, price, and such. The need to be a strong brand is one thing common to all brands.

Why is brand identity so important?

With a strong brand identity, a company can stand above its competition. It would take time, money, and effort to develop a strong brand identity, though. It’s not as simple as just redesigning a logo or rewriting a tagline. Brand identity is the reason you give customers why they should choose you.

How you can rework your brand identity

It would involve evolution, and not revolution. You want your current customers to know that it’s still the same brand, only better. You don’t want to make too big changes or you’ll destroy emotional ties and customer loyalty.

Brand identity is much more than marketing

Having a brand identity that resonates with your market is important, but not at the expense of the people within your company. Realize that these people are your brand’s ambassadors. Do your employees believe in the company? Do they feel like they have a vested stake in its success? Companies with solid brand identities can say yes to these questions. Can yours? If not, the these might help you:

Get every aspect of your company on the same page: Think it’s hard to do? Sure, but it’s also necessary.

Get the different departments talking to each other so they will understand each other.

Make everyone in the company a brand ambassador: Everyone should understand the company, its mission, and their part in it all. They should feel like they own the company, too.

Emphasize the brand values and behaviours: You can do this by becoming their coach, reminding them what’s important, and so on.

Your success and failure will depend on your employees. That’s why it’s so important to have them buy into your company’s brand identity. But be aware that you can never force them. You, as leadership, must earn it. When you do, your company will be full of happy and motivated brand ambassadors.

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