What Is Brand Identity and Why Is It Important?

Book with sketches about branding

There are some intangible assets at every business that are essential to its success. One of these is designing a brand identity. So what is brand identity, exactly? It’s the kind of thing that makes people think, feel and react a certain way when they think of or interact with your company. A company’s logo, typeface, colors, tagline and tone contribute to brand identity, and each component is carefully chosen to reflect the values of the brand.

Brand identity isn’t just important for customers — it matters for stakeholders such as clients and business partners as well. Your digital and print materials aren’t just pixels on a screen or ink on paper, they are your voice. Every company, no matter the industry, needs its communications to be clear, attractive and relevant to the brand. The importance of brand identity at every point of contact cannot be understated.

Maintaining Consistency

One of the most important factors to consider when it comes to brand identity is consistency. Taking a multichannel approach to your communications is one thing, but keeping your logos, fonts, colors and layouts consistent throughout every piece of content brings it to the next level. Your clients expect consistency with every interaction. If your company utilizes a certain shade of red to evoke an emotion, the only way to make people associate the color with your brand is by consistently incorporating it. Once you have identified the design elements and writing voice that represent your brand, stand behind them and never waiver.

Building Familiarity

You might be wondering what benefits of carefully designing a brand identity are, and why keeping it consistent is important. Compare your brand’s identity with your own identity as a person. If you usually enter conversations quietly and don’t speak up very often, it might seem a little strange to suddenly become the loudest person in the room. People probably have an idea of what to expect when you’re around, and that contributes to their view of you as a person. The same goes for brands — each has its own unique character. Getting your brand identity across effectively and consistently helps people to understand your brand and what it stands for.

Ensuring Flexibility

Whether you’re aware of it or not, your brand already has an identity. It is important to make the most of it if you want to impress your clients and partners. Quick turnaround for print and digital materials can give you an advantage when you need to make a change to your company’s content. In today’s fast moving world, efficiency matters, but accuracy is equally important. Your brand identity must live many places, and you need to be able to produce content that truly reflects your company’s character. Whether you go it alone or choose a full service solution, creating communications materials fast and accurately gives your company an edge.

Getting an Advantage

Your brand identity conveys an attitude to the world, so it’s important to make sure you’re making the right impression on people. You can eliminate confusion, manage expectations and build upon previous success with a clear brand identity that always feels familiar.

At Venture Solutions, we can help you leverage your brand identity across a wide range of channels. You can rest assured that our experts understand the importance of details in brand identity. We infuse each piece of your content with your brand’s personality, so there are never any questions about who produced it. If you ever need to make a change to your content on short notice, we produce materials quickly and accurately. We work as an extension of you to create brand consistency across every channel.

Want to get started? Check out our professional services to see how we can help you get more out of your communications. We will help you give your customers a consistent brand experience at every touchpoint ­— something that is expected in today’s business environment. Elevate your company’s reputation with help from our team at Venture Solutions.

About the author

Marketing Manager

Angela has 20 years of experience in the areas of marketing and product management and product development within the financial services, education, publishing and retail industries. As marketing manager, Angela develops Venture’s marketing plan and executes marketing campaigns for the mortgage, auto and insurance markets. Angela manages Venture’s product marketing and represents the company at various industry conferences and trade shows. Prior to joining Venture Solutions in 2013, Angela was serving as marketing director at Free Spirit Publishing in which she led the marketing strategy, communications and product marketing initiatives. In addition to her experience, Angela holds a Master’s Degree in Marketing Management from the University of St. Thomas.