Brand identity and company image have always been and will always be a critical factor in determining the success of a business. But what is a brand identity and why does it matter? That’s the question we will be answering today.
Ask yourself, ‘why am I choosing to buy this specific product or service over its cheaper counterpart’? And your response? Because you trust that specific brand. Or you like its packaging / advertising. Or you remember the logo from a TV commercial you saw last week. Or you know people will notice you using / wearing it and comment favourably.
What do all of these things have in common? They originate from a decision you made, one which might have been made consciously or completely subliminally. You decided, likely based on appearance or face value, that the product or service was a superior choice despite there being a cheaper alternative. This is the power a brand and it’s identity can have.