A Brand Identity is synonymous with a personality. The personality of an individual refers to the qualities that make someone who they are.
Except rather than a person, the identity of your brand represents an organization or a product. Your brand identity can be described as the perception of your brand by the public.
This identity is made up of two halves, the internal and external identity.
The internal characteristics of a brand are the ideals and morals it support. At the same time, the external identity describes the mediums and modes of interactions with customers, such as your merchandise, logo, website, etc. The niche of your business determines both of these aspects. A company that finds itself niche-conscious makes choices that reflect the interest of its customers.
How these factors connect with each other determines how the morale and values of your brand is conveyed.
Components Of A Brand Identity
The Internal Identity
This can be defined by the same features that we use to characterize human identity. That is because the reputation of a company is intended to serve the same purpose. When establishing the internal identity of a brand, picture that you’re trying to tell the world what makes your company special.
The easiest way to talk about the personality of a brand is to envision a brand as an individual. And then ask how that individual will articulate their qualities.
By treating your brand as an individual allows it to find its niche and attract an engaged audience. The more enshrined your audience is with your content the more support you gain for your mission and values. Carving professional niches allow you to to develop customer relationships and shrink competition. Operating within a niche increases the value of your products and services within that market place.
Creating a feeling of authenticity between you and your audience fosters trust. The human mind craves stability and looks for similarities between themselves and others to eases mental contradictions. Providing snippets of your morale and values will allow you to convert your audience into customers faster and easier.
The External Identity
The external identity is described as the tangible aspects of a brand. These are the ways in which a brand presents itself to the consumer. The external branding or visual identity of a organization is determined by its internal identity. The visual cues used by a brand should be deliberately designed to express clearly the internal identity since the visual cues are the most recognizable facets of the identity of a brand.
Developing the identity of your brand is very important because it allows you to create and function within a niche. Understanding the components of your brand and how each affects your consumers’ interest will enable you to present and sell your products easily. Failing to foster a cohesive relationship between the two aspects of your brand identity affects its profitability and longevity.