-The “Face” of Your Business
For all intents and purposes, your brand’s logo is the “face” of your business. But that face should do more than just look cool or interesting — a logo’s contribution to brand identity is associative, too. It tells the public that [this image] means [the name of your company]. -Credibility and Trust
Having a brand identity doesn’t just make your product more memorable; it makes your brand more authoritative in the marketplace. A brand that establishes a face, and maintains that face consistently over time, develops credibility among its competitors and trust among its customers.
A brand identity is a template for everything you would include on an advertisement for your business — whether that ad is in print, online, or a pay roll commercial on YouTube. A brand with a face and industry credibility is well prepared to promote itself and make impressions on potential buyers.
-Your Company’s Mission
When you create an identity for your brand, you’re giving it something to stand for. That, in turn, gives your company a purpose. We all know companies have mission statements, right? Well, you can’t have one without first giving your brand an identity.
-Generating New Customers and Delighting Existing Ones
A brand identity — one with a face, trust, and a mission — attracts people who agree with what your brand has to offer. But once these people become customers, that same brand identity gives them a sense of belonging. A good product generates customers, but a good brand generates advocates.