{"id":5705,"date":"2019-12-04T07:00:45","date_gmt":"2019-12-04T05:00:45","guid":{"rendered":"https:\/\/digitalschoolofmarketing.co.za\/?p=5705"},"modified":"2022-09-05T19:24:15","modified_gmt":"2022-09-05T17:24:15","slug":"what-is-brand-identity","status":"publish","type":"post","link":"https:\/\/digitalschoolofmarketing.co.za\/digital-marketing-blog\/what-is-brand-identity\/","title":{"rendered":"What is brand identity?"},"content":{"rendered":"<section class=\"l-section wpb_row height_medium\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_grid cols_3-1 laptops-cols_inherit tablets-cols_inherit mobiles-cols_1 valign_top type_default stacking_default\"><div class=\"wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"w-image align_center\"><div class=\"w-image-h\"><img decoding=\"async\" width=\"680\" height=\"479\" src=\"https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/12\/DSM_Infographics_BrandManagement4-e1575384522192.jpg\" class=\"attachment-full size-full\" alt=\"DSM Digital School of Marketing - brand identity\" loading=\"lazy\" srcset=\"https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/12\/DSM_Infographics_BrandManagement4-e1575384522192.jpg 680w, https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/12\/DSM_Infographics_BrandManagement4-e1575384522192-600x423.jpg 600w\" sizes=\"auto, (max-width: 680px) 100vw, 680px\" \/><\/div><\/div><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><p>All the workings related to a product, service, company or, alternatively, a person are referred to as \u201cbrand identity\u201d. Some of these facets are a name, logo, tone, tagline, typeface as well as shape that which are responsible for creating an appeal. Brand identity is the message which the consumer receives from the product, person or thing. This identity is responsible for connecting product recognition.<\/p>\n<h2><strong>The power of brand identity<\/strong><\/h2>\n<p>Your <a href=\"https:\/\/digitalschoolofmarketing.co.za\/blog\/how-to-pick-the-perfect-social-media-influencer-for-your-brand\/\">brand<\/a> identity is the key thing which makes you instantly recognisable to your clients. Your audience will make the association between your brand identity and your product or service. This identity is what:<\/p>\n<ul>\n<li>Forges the relationship between you and your customers,<\/li>\n<li>Builds on loyalty with customers, and<\/li>\n<li>Determines how your customers will see your brand.<\/li>\n<\/ul>\n<p>Every organisation has a story that they want to tell. Creation, management as well as activity: these are all done for a particular reason. In order to tell a story, in addition to making themselves known, a business first needs to develop its own identity.<\/p>\n<p>Cultural identity, which is also called \u2018corporate culture\u2019, is the first step in this journey. It manages the positioning, operation and strategies of the organisation. This identity influences decisions. The second step is creating the visual identity. It adds more depth as well as giving people something to remember the company by.<\/p>\n<\/div><\/div><div class=\"w-video align_none ratio_16x9 has_iframe\"><div class=\"w-video-h\"><iframe title=\"Vimeo video player\" src=\"https:\/\/player.vimeo.com\/video\/312910514?autoplay=0&loop=0&autopause=0&color=00adef&portrait=0&byline=1&title=1&controls=1&muted=0\" frameborder=\"0\" allow=\"autoplay; fullscreen\" allowfullscreen loading=\"lazy\"><\/iframe><\/div><div class=\"w-video-icon\" style=\"font-size:1.5rem;background:rgba(0,0,0,0.5);color:#fff\"><\/div><\/div><div class=\"w-separator size_medium\"><\/div><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><h2><strong>Setting guidelines as well as consistency<\/strong><\/h2>\n<p>If the product is a person, image, or an item, consistency exhibits product leadership, <a href=\"https:\/\/digitalschoolofmarketing.co.za\/blog\/digital-marketing-trends-for-2020\/\">marketing<\/a>, support in addition to operation. Consistency in identity projects the corporate culture that surrounds the product.<\/p>\n<p>Customers are becoming more discerning about which brand they make the choice to spend their money with. The brands who come out tops are the ones who treat their customers with respect, with great service, and build a relationship with them that stands the test of time.<\/p>\n<p>Research has made the finding that companies are struggling with this change and are not able to become a people-centric organisation. The biggest challenge is not being able to share customer information across departments.<\/p>\n<h2>\u00a0<strong>How to become customer-centric<\/strong><\/h2>\n<p>Here are the four best practices that stand out regarding customer-centricity:<\/p>\n<ol>\n<li>Brands which are committed to people centricity are passionate. They truly espouse the belief that the customer comes first. These brands believe that without the customer, they will not be able to succeed in business and have the need to see the world through the customer\u2019s eyes. Marketers inside people-centric organisations understand what customers want, use customer data to capture customer insights and share this across the organisation:<\/li>\n<li>Brands that are committed to people centricity focus on what the customer wants and needs. They develop products and services around that. Brands that are committed to people-centricity focus on building relationships designed to maximise the customer\u2019s product and service experience. Brands that are committed to people-centricity analyse, plan as well as implement a carefully formulated customer strategy which focuses on creating and keeping profitable and loyal customers.<\/li>\n<li>Establishing a brand identity is a vital first step towards developing a digital customer experience across multiple platforms. This includes your website, content marketing and social media. Through the process of letting your customers buyer persona profiles, in addition to customer insights, dictate your identity it is possible for you to develop a relevant brand which your customers will love.<\/li>\n<\/ol>\n<h2><a href=\"https:\/\/digitalschoolofmarketing.co.za\/contact-us\/\">Get in touch with the Digital School of Marketing<\/a><\/h2>\n<p>Want to discover more about brand management? If you do, then our Brand Management Course is just up your alley. For more information, please follow this <a href=\"https:\/\/digitalschoolofmarketing.co.za\/courses\/digital-brand-management-course\/\">link<\/a>.<\/p>\n<p><a href=\"https:\/\/digitalschoolofmarketing.co.za\/courses\/digital-brand-management-course\/\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-5675 size-shop_single\" src=\"https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/12\/Brand-Management-600x96.jpg\" alt=\"DSM Digital School of Marketing - Brand Management\" width=\"600\" height=\"96\" srcset=\"https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/12\/Brand-Management-600x96.jpg 600w, https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/12\/Brand-Management-300x48.jpg 300w, https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/12\/Brand-Management-1024x164.jpg 1024w, https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/12\/Brand-Management-768x123.jpg 768w, https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/12\/Brand-Management.jpg 1250w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a><\/p>\n<\/div><\/div><\/div><\/div><div class=\"wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"w-btn-wrapper align_justify\"><a class=\"w-btn us-btn-style_2\" href=\"#enquiry\"><span class=\"w-btn-label\">Enquire Today<\/span><\/a><\/div><div class=\"w-separator size_medium\"><\/div><h3 class=\"w-text us_custom_6caa4608 has_text_color\"><span class=\"w-text-h\"><span class=\"w-text-value\">Blog Categories<\/span><\/span><\/h3><div class=\"wpb_text_column us_custom_5cd26a65\"><div class=\"wpb_wrapper\"><ul>\n<li class=\"cat-item cat-item-1\"><a href=\"\/blog\/content-marketing\/\">Content Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/blog\/digital-marketing\/\">Digital Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/blog\/cyber-security-blog\/\">Cyber Security<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/blog\/graphic-design-blog\/\">Graphic Design<\/a><\/li>\n<li class=\"cat-item cat-item-3\"><a href=\"\/blog\/public-relations\/\">Public Relations<\/a><\/li>\n<li class=\"cat-item cat-item-4\"><a href=\"\/blog\/seo\/\">SEO<\/a><\/li>\n<li class=\"cat-item cat-item-5\"><a href=\"\/blog\/social-media-marketing\/\">Social Media Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-5\"><a href=\"\/blog\/web-design-blog\/\">Web Design<\/a><\/li>\n<\/ul>\n<\/div><\/div><div class=\"w-separator size_medium\"><\/div><h3 class=\"w-text us_custom_6caa4608 has_text_color\"><span class=\"w-text-h\"><span class=\"w-text-value\">You might also like<\/span><\/span><\/h3><div class=\"w-html\"><ul><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/social-media-marketing-blog\/zero-moment-of-truth-benefit-social-media-marketing\/\" rel=\"bookmark\">Use the Zero Moment of Truth to Benefit your Social Media Marketing<\/a><\/li><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/digital-marketing-blog\/your-complete-guide-to-ppc-marketing-basic\/\" rel=\"bookmark\">Your Complete Guide to PPC Marketing Basics. 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