The correct answer is… throughout your brand’s entire universe!
We have already mentioned some of the elements that not only make up your identity, but also express it. The most common are the logo, the graphic pieces of your digital content or the slogan. However, we can go much further.
Your brand identity is projected in the colors and design of your online store, in the packaging you use for your deliveries, in the signs in your store on the street, in the company's corporate gifts or the cambodia phone data business cards you use when networking at an entrepreneurs' meeting.
If we focus on communication, for example, the tone and voice of all your messages are fundamental to building and strengthening your brand's personality. On this point, we can give several examples of brand identity in:
Copywriting (persuasive phrases) in your designs .
The content and style of your newsletter.
The way you speak when providing customer service.
Messages to recover abandoned carts.
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What is product design and how is it done?
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What is brand image?
If brand identity is its essence, that which symbolizes it, the image is the way in which consumers perceive it.
The brand image, then, is the projection of the personality that is formed from the elements we named in the previous section.
We can also understand it as an “enlarged painting” because it involves both what the public sees and relates to the brand and the type of product you offer on the market. Selling jewelry, for example, is not the same as selling food, and this is reflected in the identity.
It is directly related to brand building, that is, branding and, consequently, to its reputation and positioning.
Advantages of creating a consistent brand identity
Brand identity , understood as its DNA and the pillars that support it, is essential to consolidate a scalable business. Much of this lies in the fact that, only by making it stand out, people will choose it again and recommend it.
The advantages of having a consistent brand identity are:
Promote business awareness and recall , so people think of your brand when they want to buy or gift something that belongs to your niche.
It communicates your personality, including your mission, vision, and the values we already discussed , which makes it easier to create an emotional connection.
Create a community by identifying your target audience with branding traits.
It strengthens the bond with the audience , which allows the implementation of customer loyalty strategies .
Generate a competitive advantage . Creating a genuine brand identity gives your business authenticity and makes it stand out from the crowd. So, even if others offer the same products or services, your business will have a better chance of being chosen.
Build a positive reputation that distinguishes you from the crowd and strengthens you in the event of possible crises or isolated inconveniences in the purchasing process, for example.
Promote long-term growth by building brand loyalty to its identity and, with it, to its target audience .
Segment the market to create actions specifically focused on an audience.
For example, entrepreneurs who sell only through a marketplace are very limited in creating a brand identity . In the shopping experience, the customer is left with the memory of MercadoLibre or Facebook Marketplace and hardly remembers which business they bought from.
This is why selling with a store exclusively for your brand opens up a world of customization possibilities to implement robust branding strategies, make the public identify with your values, and build a loyal community.