It goes without saying that today's market is competitive and crowded and it is therefore necessary to develop a precise identity that makes the company's offer unique and distinctive. Contrary to popular belief, the theme of Brand Identity is not only a matter linked to the B2C world but also represents a crucial point in the business to business field. To better understand what we are talking about, let's try to answer a question: "What is Brand Identity?".
The Brand Identity is the identity of the company, it represents the values that guide the company and enhances its distinctive features. A Brand Identity must be solid and coherent in order to allow the company to be truly recognizable and different from the others. We remind you that the B2B world is characterized by complex and long-lasting purchase processes and customer journeys, and it is precisely for this reason that the reputation and the message that are conveyed are even more important.
It should not be overlooked that the brand identity plays an enormous influence as an attraction for entertaining and hiring talent, especially in a post-pandemic context in which the rules of the labor market have been overturned. Developing a Brand Identity also means investing resources not only in a work-life balance perspective but by embracing a broader concept that we could summarize with the term "flexibility". A flexibility understood not only as a balance between private life and work but also in the technological field.
Technological innovation, in fact, allows companies to break down geographical boundaries and draw on a wider and more varied pool of talents while at the same time investing in those already present. Investing in Brand Identity to attract talent is certainly one of the strategies, that both less structured companies but also the most important and listed on the stock exchange must pursue, in order to outline their own successful identity.
How to create Brand Identity
History & Visual
Knowing how to tell when, how and why our brand was born allows us to create a direct line with the customer and involve him in our vision. The impact of the brand's history represents a strong emotional connection that can be enhanced to create the desired effect. In addition to this, the ability to give coherence to aspects such as the "visibility" of the brand, understood as logo, colors, fonts and much more, is essential to be able to get noticed. Its emblem is the "brand book" which collects the guidelines for corporate communication.
Because the Brand exists
"The brand exists" could be summed up in the concept of the pay off that each individual company chooses: what promises am I making to my customers. The pay off responds directly to why customers should choose us. It encapsulates the style and tone of voice of the company in one very short sentence.
The character of the brand is represented by the values and personality that distinguish it. What is important to define the values is to choose which ones are relevant compared to the competitors and within these to use a significant shortlist. Values are the personality and perception that customers have of the behavior of the brand: in fact, in many cases, the character of the brand is thought of as a real person who represents it.
The Brand must demonstrate and express the brand values through the service and products it sells. This is absolutely crucial for B2B as almost all customers look for information on the internet that can demonstrate the reliability of the brand and consequently outline its skills and/or goodness.
It follows that investing time and energy in building a solid Brand Identity is a priority aspect to obtain coherence between the values, the mission of the company and the consumer who must consider it as a point of reference in a given sector. Today, it has become an objective and a strategic task to enter and make its way into the market.
For the realization of everything related to the company's image and brand reputation, E-Business Consulting is an agency specialized in digital marketing able to support you from the development phase of your Brand Identity up to the conveyance of the communication plan online.