Cathy Carter-Culp of Barrington IL is a marketing- and brand-specialist. In the following article, Cathy explains why brand identity is a crucial aspect of any business, as it plays a significant role in how consumers perceive and interact with companies.
Creating a successful business from the ground up may be the American dream, but it sure does flood the business sector with competitors! Because of this, it can be difficult to stand out. This is why creating and marketing a viable brand is so important for business.
According to industry experts, a sign or logo is not enough to set a business apart from competitors. Instead, establishing brand identity is more important because a business can become more memorable, greatly improving marketing success.
Below, Cathy Carter-Culp of Barrington IL reviews the top five reasons why this is such an important part of creating and maintaining a successful business model.
Top 5 Reasons to Build a Brand
Cathy Carter-Culp of Barrington IL takes a closer look at each of these important reasons why brand identity should be highly valued in business:
- The Brand is Set Apart
- The Focus of the Brand is Clear
- Customers Remain Committed
- Brands are Recognizable
- The Brand Personality is Consistent
The Brand is Set Apart
The brand itself is likely up against hot competition from many others in the same market. No matter how excellent a product may be, customers will typically choose a product that has the clearest identification.
Having an identity that is both clear and effectively communicated can lift a product far above others of its kind in the eyes of the consumer, explains Cathy Carter-Culp of Barrington IL.
The Focus of the Brand is Clear
Branding helps you show potential customers that you’re an established, credible business. Additionally, consistency is of the utmost importance, as it shows customers that the company is dedicated to a clear mission. After all, any organization with an unclear view of their goals is unlikely to achieve success.
Cathy Carter-Culp of Barrington IL says that customers can sense this from the way a company’s brand is organized. When the focus is clear, they can build trust, as detailed below.
Customers Remain Committed
Customers that trust a business often build that trust on the feeling that they know who they are buying from. Customers will see a slogan, sign, or clear product design and associate those factors with the values that they’ve come to appreciate from the company.
This is a great safeguard against potential customers being drawn away by newer companies, no matter how flashy they may be.
Brands are Recognizable
Even customers that do not have experience with a particular business can begin to recognize and become increasingly aware of its presence or success with a clear brand identity.
Cathy Carter-Culp of Barrington IL reports that this is due to how well a solid identity affects the marketing department of a business. The more a brand sticks in a customer’s memory, the more likely they are to turn to the company when they find themselves in need of a product.
The Personality is Consistent
Finally, one of the biggest reasons why brand identity is so important for business is that it creates a consistent personality. The values of a brand and the way those values are communicated in an appealing and trustworthy way are what lead to repeat business.
Cathy Carter-Culp of Barrington IL says that a customer can return time and time again to a business that they feel is sturdy and dependable. Consistency in marketing, which comes from clear brand identity, is the way to present a company as dependable.
The reason why brand identity is so important for businesses is that maintaining a clear identity shows that the company itself has a clear mission. These values not only set the business apart from competitors, but they make the brand itself more easily marketable to new demographics of customers.
Cathy Carter-Culp of Barrington IL notes that customers who already understand and accept this concept will remain loyal more easily because they know what the company is all about. Even employees of the business can benefit from clear direction and consistent branding.