What is Brand Identity and Why Do You Need It?

Sounds a bit ‘millennial’ right, “What’s our Brand Identity?”. It is. But that’s exactly why, when you’re in the very early stages of brand creation, you need to nail your Brand Identity. Millennials (born in the 80’s and 90’s) are fast becoming our largest consumer group but their brand loyalty is not easy to gain. A pretty logo alone just doesn’t cut it with them, they’ve grown up ‘digitally’ and want to know more about the company behind the product. After all, when you’ve grown up with reality shows like The Kardashians, you crave that deeper understanding.


So if you’re over 35, you’re no longer the key demographic. Wrong. There’s a lot of Generation X out there, now in their 40’s and 50’s, with a millennial mindset. They’re looking online for reviews and recommendations, they’re following their favourite brands on Facebook and Snap….no, Snapchat is probably pushing it a bit for Gen X. They’re out there though, surfing the world wide web, checking out your Instagram feed and forming opinions about your business or product.


Let’s get back to it. Think of your brand identity as a person. The human side to your product or service.

What’s she like? Funny, serious, authoritative?

What’s her tone of voice? How does she communicate? Is she quite formal, or perhaps more relaxed with a bit of a cheeky side?

What are her values? Does she have an interest in the environment or her local area and community?

This ‘personality’ is what your customers are going to connect with and ideally, stay loyal to and it’s also what is going to make you stand out from your competitors. So you, the creator of this new brand, need to know who you are. Be real, be authentic, because that will be crucial when it comes to marketing, particularly online. If you know who you are and your employees know who you are, then so will your customers. And that’s how you connect with your audience and begin to build a relationship. Ideally, a long-term one. Research has shown that consumers who have an emotional connection with a brand, will not only promote it to their friends but they’ll also spend more of their hard earned cash on it.


Now that you’ve identified your new venture’s values and personality, it’s time to start to build its look and feel. Threesixty are experts when it comes to navigating retailer demands, understanding the competitive context and creating successful and effective branding. So, if you don’t know where to start, get in touch and together, we’ll help you on the journey to create a a dynamic and successful retail brand.



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