I’ve had more than a few conversations with brand owners who have asked me this question – why is an ID so important?
My answer to them has always been simple.
If YOU don’t know what your brand is supposed to stand for in the mind of your consumers – then how is your consumer supposed to know how to think about and feel about your brand? If you don’t set up and manage the perceptions that you want people to hold about your brand, the chances that they will come to hold those perceptions by themselves is fairly remote, don’t you think?
And that is what a Brand ID is – it is essentially a a blueprint that allows a brand manager or brand owner to decide what perception they wish to create in their consumers’ minds… and then go about creating it as systematically as possible. It doesn’t guarantee successful brand building – but it greatly increases your chances of building a strong brand in the long term! It’s the foundation on which your brand’s communication is built – and if you know what you are trying to get people to believe about your brand, then you can tell them the story that is most likely to help you to achieve that goal.
Of course, you also have to be truthful to that story. You can’t tell people that you are an ethical brand, for example, and then cut corners on product safety to save a couple of cents… If it comes to a choice between believing what you say, and what you do, people will believe your actions. So all actions you take to bring your Brand ID to life have to be consistent, and driving that equity home for your consumer.
Remember, in the words of the inimitable Dan Adams:
“Every action you take is either a deposit into, or a withdrawal from, the Bank of Brand Equity!”
So… do you know what your Brand Identity is? And do you have a road map to bring it to life in the mind of the consumer? I hope so, otherwise there is a good chance that you are wasting your promotion dollars… and given today’s environment where all investments (marketing or otherwise) are under a microscope, that would be a crying shame.