When shopping in groceries or fancy boutiques, we tend to b gravitated to products we have heard about before. Would you rather buy a no-named cereal brand or would rather have a bowl of Kellogg’s cereal in the morning?
Surveys and studies suggest that brand identity plays a huge role in customer’s purchasing decisions. Because they are aware of the brand and the product, their curiosity and the tendency to purchase it are not that far. Especially if they fit the target market of the brand. A mother is more likely to buy name-brand baby shampoos and moisturizers rather than switch to a generic brand. Even though the generic one is a lot lighter on our budget, we still tend to choose the branded ones. Is it for the name-sake, or is it for the promise the brand has made to us?
Brand identity refers to the visual representation as well as the intangible collection of qualities that represent the brand in the consumer’s perception. The brand identity encompasses all the brand elements, that are the building blocks of the identity. These elements include the most basic of them all such as logo, design, colors, themes. It also includes brand associations and the brand personality. From the celebrities that are involved with the brand to the way the brand communicates and the mobile application of the brand plays a significant role in how the customer perceives you. This perception and built-up image of the brand manifests the brand identity.
But why is it so important for you to have a brand identity? People still do buy generic items. So what’s the need for the splurge on all the marketing activities and outsourcing the best branding companies Malaysia?
Brand identity Makes Your Business Stronger
Even in the face of the pandemic, brands thrived and earned even more money. The initial blow and suffer of economic recession was vast, but the business’s branding became the savior for the business. A branded item was a lot more trustable than a generic brand. During the pandemic, people were acutely aware of how important credibility was. Everything shifted online and products are no longer double-checked or touched in the malls or shops. This only meant that people blindly relied on brands that already had a strong brand reputation, hence a good brand identity. As trust and credibility build with brand identity, your business becomes stronger.
Brand Identity Creates Loyal Customers
The better the branding is the better the relationship with our targeted customers. For example, Apple has one of th strongest and the most loyal customer base. This is a result of their branding as well as customer relationship management. Their branding included how Apple would treat their customers both before and after purchase. These actions in the marketing strategy and online marketing strategy contribute to building the brand identity. Without proper brand identity, customers do not know how to place a face on your business. They do not know how to trust, nor do they recall you in the future. Having a brand identity helps you stand out and create better relationships with customers.
Written by Ammar Danish