Having a strong brand identity is essential for businesses to create a positive perception of their products and services. It allows them to charge a higher price and build loyal relationships with customers. Brand identity also helps to increase awareness of the company's offerings, as it is included in their marketing materials. A unique and powerful brand image is key to developing a good rapport with customers.
If they feel that the company shares their values, they will be more likely to choose it over its competitors. Brand identity helps the business to create its own distinct position in the market and differentiate itself from others. This differentiation also helps to create a positioning strategy and gain a loyal customer base. For example, JBL competes with premium brands such as Apple, but its brand identity is better suited to the younger Generation Z demographic, which can be seen in the type of content they share online. Identity design sets the tone of the brand and can be used to evoke certain emotions in its audience.
It is often related to brand identity, but not necessarily the same or similar, as the company has little control over its image. If someone ignores the brand style guide, it can lead to inconsistencies that can damage customer trust and loyalty. Brand identity plays an important role in differentiating a company from its competitors in the market. Foot Locker has achieved great success by understanding its audience and creating a professional and creative identity design that stands out from potential customers. JBL's brand identity is strong due to its high-quality and affordable equipment. However, it is important to remember that it is not possible to create a brand identity using all of these channels at once.
Active brand management is necessary to control how customers perceive the brand. Having a strong brand identity allows companies to create a consistent message across all their projects or marketing materials. While brand identity is the external expression of the brand, brand image is how customers perceive it.