Why is brand identity important?
Brand identity? Why? The simplest answer is that people are looking for something to connect with. We’re inundated with choice. We’ve got countless options for pretty much everything imaginable. And for a lot of folks, the experience can be overwhelming.
It reminds me of the pre-streaming days, when you had to actually go into a video store in order to rent a movie. If I didn’t have a specific title in mind, I’d have to look at every single movie available before I could make a choice.
What if I missed something? Is it critically acclaimed?
What if there’s a better movie available than the one in my hand?
That little DVD box had to convey a lot of information in a very short amount of time in order to pique my interest and give me confidence that I was making the right decision.
(Needless to say, my wife declined going to Blockbuster with me very early in our relationship!)
But this goes hand-in-hand with the importance of specificity in your branding. Having a specific brand identity is important because you’re making things easier for the consumer.
They know who you are. And who you are connects with their own sense of identity. And while it’s cliche, it’s precisely why you can’t be everything to everyone.
Why you shouldn’t try to be everything to everyone
The whole goal of branding is to stand apart from your competitors. Maybe they’re the cheapest. Maybe they’ve been in business the longest. But who are you?
It’s a big question. And it’s normal to struggle with having the right answer right away. Even we have had growing pains in this department over the years.
Should we be a services-based digital agency?
Are we an industry-specific marketing firm?
Or are we a full-service agency that provides unique, comprehensive digital strategies?
It took us years of experimentation to understand that it was the latter. We don’t just offer services. We deliver strategies. Our services aren’t generic.They’re personalized.
This approach isn’t for everyone, and we don’t intend it to be. It’s who we are. Formada appeals to a very specific sort of highly collaborative, growth-focused client.
Don’t be afraid to challenge your assumptions. Experiment. Your brand identity will emerge. Latch onto it and invest in it.
Clarity in your brand identity builds credibility with your audience
Once you’ve established internally who you are, it’s time to tell the world. Over and over again.
There’s a few different reasons for this. One, you’re seeking to build a sense of recognition. The more you’re delivering that message, the greater the likelihood that it’s actually going to be seen by people.
But it’s not just consistency in terms of quantity. You’re carving out a very specific place. One that requires a consistency of quality. You’re showing the world that you’re this kind of expert that delivers this kind of value.
At Formada, we talk a lot about building unique strategies, developing partnerships, and driving growth. It’s what we do best, and we’re hell-bent on getting the attention of those who care about working with this type of agency.
Don’t worry about “missed” opportunities
Having a very specific brand identity means that you’re probably gonna turn some people off. That’s okay. Seriously, it’s okay.
Don’t think of it as a, “But what about all of the people I’m not appealing to”-type situation. Instead, understand that it’s a, “We’re this type of company designed for this type of client” situation.
There’s focus in this. There’s freedom in this. You know precisely what you stand for and exactly who your business is built for. Your branding, your marketing, and your sales efforts can be oriented towards attracting these customers.
Eventually, you own this lane in the marketplace. You’ll have achieved differentiation. You might even have imitators. A unique brand identity. But it’s because you took the time to carve out your own niche. It’s not simple, but it’s undoubtedly worth the effort.
Interested in learning more about how we can help carve out your brand, attract more customers, and grow your business? Contact us today to talk with the team!