Brand identity is the visible elements of a brand, such as color, design and logo, that help to identify and distinguish it from the competition. It is an essential part of building a strong relationship with customers, as it allows them to connect a product with the company itself and ensure the continuous use of its services or the purchase of its products. A consistent marketing and messaging strategy leads to a coherent brand identity and, therefore, to consistent sales. Having an influential brand identity also helps increase knowledge about your services and products, since they include your brand in their marketing materials.
Experiments around group formation suggest that social identities can be created almost in the blink of an eye and with very little effort. Companies can subtly influence the social identities that customers will use and can even foster new identities with very little effort. A strong and unique brand image is also important for developing a positioning strategy and achieving a loyal customer base in the market. It helps to differentiate your company from the rest of the competition in the market, which should hopefully help improve your company's word-of-mouth recommendations.
For example, Frito-Lay has inspired a group with a clear social identity linked to creativity, with which the company frequently interacts. While JBL competes with premium brands such as Apple, its brand identity is better suited to a younger generation Z demographic, which can be seen in the type of content they share online. However, keep in mind that it won't be possible to create your brand identity using all of these channels at once. If someone decides to ignore your brand style guide, your brand identity will suffer from significant inconsistencies that can jeopardize the trust and loyalty of your customers.
In conclusion, brand identity plays an important role in differentiating your company from the rest of the competition in the market. A strong brand identity leads to greater brand recognition and awareness, which should help improve your company's word-of-mouth recommendations.