Why your Marketing efforts are incomplete without a good Brand Identity


Think of Apple, Facebook, Google, McDonalds, Lamborghini, TATA, Amazon, other than the fact that they’re some of the biggest companies around, what do all of them have in common?

Unless you’ve been living under a rock, you’ll know that these are some of the most influential brands. Of course the products and services they provide are widely proclaimed but what’s more celebrated is the brand identity.

Let us discuss in detail the concept of Brand Identity in an effort to understand what it really means; its relevance for businesses and why is it so crucial to marketing efforts?


The origins of the word ‘BRAND’ are fascinating, considering its widespread modern day usage. The word “brand” is derived from “brandr” which is Old Norse for “to burn”.

It was the physical (not to forget brutal) act of using a hot iron or wooden tool to mark farmers’ cattle and livestock. This was the prevalent way of identification of ownership.



‘And remember, your brand is not what you say it is, it’s what THEY say it is.’

A company’s brand identity is the way it communicates with consumers, the way in which it would like the consumers to perceive the organization.

It can be looked upon as a way of self-expression but on an organizational level. Think of it like the emoticons (emojis) you use whilst texting, which serve the purpose of expressing some of your rather complex thoughts and emotions, better than words. One can term it as corporate identity.

What does BRAND IDENTITY constitute?

There’s a lot going on behind the outer frame of Brand Identity. It may seem unfair but people connect with what they see.

Brand Identity will be something that would represent your brand with people, and when people are looking at you, you might want to look glamorous and this little trick does wonders on human psychology. These are 2 types of components that will explain the message and the medium:

A] Tangible Components:
1. Name / Logo
2. Tone
3. Tagline
4. Typeface
5. Marketing / Advertising Apparatus

B] Intangible Components:
1. Ideology
2. Values
3. Relationship and Trust
4. Motives

What are its uses?

‘A brand is a person’s gut feeling about a product, service, or company.’
Brand identity can:

1. Distinguish you from the competition.

2. Improve Brand Awareness, Brand Loyalty and Trust.

3. Establish synergy throughout all communication methods.

4. Motivate your employers.

5. Reach out to potential consumers and convert them into buyers.

6. Give a boost to Brand Credibility.

7. It can form to an emotional bond with the audience.

It’s relevance to Marketing strategy.

‘Brand Identity is to Marketing; what a sail is to a ship.’

A Brand is a living representation of all that the organization stands for. It is far more than just a logo design or an entire effort of stationery design.

1. It lives and evolves, it is emotions and ideas, and it is what people associate with.

2. It is the process of forging an identity that is bound to resonate with people.

3. This identity reinforces an emotional connect, which provides an inherent advantage to your brand.

4. Numerous studies assert that even in a negative economy people pay more for brands that they identify with.

The objectives of the Sales and Marketing functions are to sell more and generate revenue. So how does Branding complement these functions?

Functions of Branding:

1. It is easier to sell if you have strong branding in place.

2. All the Marketing Apparatus comes from your Branding Strategy. The logo, tagline, advertising copies, brochures and pamphlets, stationery, cards, digital media, etc. are all a result of your Branding strategy. For example, having a creative logo will engage consumers.

3. Strong Branding = Identification of touch points where you can increase consumer trust and loyalty.

4. Synergy between these departments leads to well-organized and highly effective organisational functions.

What does Brand Image mean for you. How would you enhance it’s identity?

30 September, 2016