Your brand identity is how you want your customers to view you. It, therefore, has elements of how you perceive your company as well as how you would like to be perceived. No one thing creates or represents your brand identity, however. Instead, it is everything about your business including your unique selling point, company history, position in the market, visuals, message, tone, products, leadership, employees, and more. These things collectively present an image of your company to your customers. As a result, when creating or refreshing your brand identity, you must look at your whole business. Fonts, colours, and logos are only a small part of it, but we can help with the process. We will help you clearly define your brand identity so that it properly reflects who you are and who you want to be.
A brand strategy goes deeper into your business than a brand identity to look at your philosophy, objectives, and vision. This involves a deep analysis of what your business is today and where you want it to be in the future. A brand strategy, therefore, includes the direction of travel that will help you meet the overall objective of your business, with clearly defined milestones along the way that will help you monitor progress. This is done on the macro level, but a brand strategy maps out how you will shape and mold your organization into the industry leading company you want it to become.
A brand identity is how you want your customers to perceive your company and a brand strategy maps the direction of travel to achieve this now and as your brand develops in the future. Brand development, on the other hand, involves the practical steps you must take to move your brand forward, complete the pre-set milestones, and achieve your goals. This part of the branding process involves getting into the details of your branding efforts from the marketing campaigns you launch to the business processes you refine. The result will be enhanced visibility and recognition of your brand as well as improved brand loyalty.
Where a brand identity is how you want customers to perceive your business, brand image is how they actually see your business. Understanding your brand image now will help in the development of a successful branding strategy. You can see where the gaps or misconceptions are and plan steps to correct these. Brand image should also be used to analyse the effectiveness of the implementation of your brand strategy. In other words, analysing the brand image of your company after the implementation of your strategy to measure the effectiveness of the campaign and what you have achieved.