Brand Identity is a promise. One given from business to customer to expect certain things. Whether that promise involves product quality, service, price or a million other things varies from brand to brand. But the one thing common among all brands is the need to be a strong brand.
Why is brand identity so critical?
A strong brand identity can position a company above its competition all by itself. But having a brand that strong takes time, money and effort to develop. Its not as simple as just redesigning a logo or rewriting a tagline. Brand identity is the reason you offer for your customer to choose you instead of your competition.
How to rework your brand identity
Successful re-branding involves evolution, not revolution. You must impress upon your existing customers that your new brand is just a new and improved version of the same you. Its important to not get too crazy with a re-branding effort because you could end up destroying fragile 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...
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