The Need for Brand Identity

Every year, advertisers and brands across the country roll out new strategies and attempt to gain new audiences. Some are very successful while many others fail. There are several reasons for this, but a big reason for failure is poor brand identity. Before launching a content marketing strategy, companies must have an established brand identity. 

What exactly is a brand identity? If there was a poll sent out to people from Utah to the East Coast, very few people would probably know what brand identity is. Simply put, brand identity is the image of a company. It is basically a company’s personality. Most people may think that a brand is just a logo, but it is so much more than that. It can involve feel, color, personality and a mission. In many ways, brand identity is a very subliminal concept. 

Why is having an established brand identity so important before setting up a content marketing strategy? In order to have any success in the business, companies must be able to firmly communicate with the public about who they are. Audiences from Utah to the Northeast want to know what a company is about before doing business. Having an established brand identity gives people the chance to get to know a company on a personal level. Any brand identity that can achieve a personal touch will surely see success in the field. 

One should only think about certain companies to get an idea of successful brand identity. For example, Apple has fantastic brand identity. Nearly anyone who sees their logo of the bitten apple knows automatically what company it represents. No words are needed for this case, just the picture. Apple has had successful content marketing campaigns because the company has been able to connect with audiences from Utah to the Atlantic in an innovative way. People know exactly what Apple is about and what the company stands for. The fact that many people will stick the logo to the backs of car windows goes to show how successful Apple has become.

Brand identity can make or break just about any content marketing campaign. Audiences in Utah and other states want to be able to connect with a company and know that company on a personal level. Brand identity is the name of the game these days, and mastering the art of brand identity will certainly lead to success in other ventures.  

Hayden Ratliff writes for Fusion 360, an SEO and content marketing agency. He writes for many other clients as well. Follow on Twitter.