BRAND IDENTITY: The Value of a Business Name and Reputation


Today, March 16, 2010, 18 hours ago
Jason Grilli

The Swoosh says it all.

What‘s in a name, anyway? Plenty. Where it matters, a name says a lot. For a popular celebrity, a famous name may spell a blockbuster movie or a sold-out concert. For a giant soft drink company with a well-known brand name, it may mean instant product recall in the minds of it’s target consumers and multiple repeat sales. For all established, small and start-up businesses, a brand identity is predominant as it is an identifying mark which symbolizes the business and differentiates it from the competition.
Brand identity has a range of meanings, from your trade name and logo, to your type of business, company image, design feature, mission and vision, principles and values. From whatever viewpoint we take it, brand identity is simply a concept about comparison and contrast, individuality and specialization. Brand identity is a business tool you employ to create impact, attract attention and distinguish your business from among the throng of competition. It is both a differentiation tool and identification tool which your target consumers and your competitors make use of to highlight the similarities and differences of your company among other similar businesses.
Who are you? What do you do? What are you known for? What is your business all about? What do you stand for? What differentiates you from your competition? Brand identity comprises all these issues:
Your proposition, what your intention and purpose is

Your tone, how you state your message in your advertising through your sales pitches, offers and selling materials

The tools and channels for communication, the words and images you use to get your messages across to your public

Customer value, how you and the people you work with deal and interact with customers

Customer recognition, how your buyers know you and remember you as against your competition

A brand identity is generally regarded as effective if it triggers instant public recognition and recall, and always urges top choice selection from your target customers as against your competition. The caliber of a strong brand name is tested by it’s power to accomplish the following:

Get your message/proposition across to your public loud and clear

Back up your claim and your guarantee of reliability and trustworthiness

Trigger off instant recognition and recall among your target customers

Draw out an emotional association from your customers which results in a sale

Instill customer rapport and loyalty

Be a magnet for new customers

A strong brand identity is important in B2B because it differentiates you from your competition. It voices out your message of value and worth and can seal your market leadership position.

http://wildpitchmarketing.com/brand-identity-the-value-of-a-business-name-and-reputation