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Why Is Brand Identity Important?

Logos bombard us from the moment we wake to the moment we sleep,

they’re an ever present part of our daily routine. The average person sees
thousands of advertisements, logos and labels in a day.

Don’t believe it? Try it yourself. What about right now? Look around. How
many logos can you see?

Humanity is now producing such a vast amount of information, we’re seeing

logos that are increasingly similar to one another. This poses a problem for
companies that are trying to di erentiate themselves visually, but it also
creates an opportunity for designers who are skilled enough to create
designs that stand above the crowd.

It’s The Stories We Tell

Why is branding important? Because people often choose products based

on their perceived value rather than their actual value. Think about the
celebrity who drives a Mercedes instead of, say a Volkswagen which has
won the car of the year three times since 2010 and delivers much better
mileage at a signi cantly cheaper price. Sure, Volkswagen is the logical
choice, but it’s the Mercedes identity which conjures images of luxury and
status that clinches the sale.

With the right branding, businesses can increase their product’s perceived
value, establish relationships with their customers that spans ages and
borders and nurture those relationships into a lifelong bond.

A Business Without A Logo Is Like A Faceless Man

For thousands of years, humans have needed and desired social

identi cation. Think of the farmer who brands his cattle to mark his
ownership, or the stonemason who proudly chisels his trademark.

When you close your eyes and picture Nike, what do you see? The
swooshing logo perhaps? For those products and services that have a
strong brand, it’s the identity that people often think of rst rather than the
product itself.

Think of Microsoft, Samsung or Toyota. Chances are good that without even
showing you the logos, you’d have a fairly good picture of how they look.
Granted, a huge marketing budget is necessary to achieve the recognition
rates of such organizations, but it’s important to “put on your best face”.

Source: David Airey

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