A Sophisticated Brand Identity is Essential
1. Accurate first impressions
First impressions are crucial in business. They can make or break a sale, build or destroy trust, and encourage or discourage engagement.
Your business already has a brand, and it’s constantly sending a message to your audience and giving off some sort of first impression. You don’t have the chance to explain your business to someone who finds your site on social media or sees your logo on a sponsor list; your brand often does the talking for you.
And that’s why branding your business is crucial.
Branding is the art of accurately portraying the right message to a business’s potential clients and customers and making a lasting, positive first impression.
A sophisticated, well-designed brand communicates the right message and gives first-time visitors and viewers an accurate first impression of your business.
Everyone appreciates good design, whether they recognize it or not.
A brand identity can help you appear to be more professional, resulting in an audience that respects you and takes you seriously.
It also shows that you pay attention to detail and take your own business seriously.
This just might be the most important item on this list. Trust is crucial to making sales, booking clients, and growing a loyal, engaged audience.
And while there are many ways to build trust among first-time website visitors and potential clients and customers, branding is one of the most effective.
People recognize when a business has put thought and intention into every facet of their business. When people see that your logo, social media accounts, website, business cards, and packaging are cohesive and consistent, they assume that your offerings and services will be, too.
And that builds trust.
A strong brand is recognizable even when the logo is not present, which is why you most likely thought of Starbucks a second ago. It’s identifiable by its tangible, visual elements (logo, colors, fonts, patterns) and its intangible, non-visual elements (terminology, tone).
If your brand is not uniform, it’s hard for others to recognize your it when one of your images appears on social media or when they see one of your products being used by another customer. Each element of your brand helps your audience identify your business.
People are very visual; we remember things by their appearance.
A sophisticated brand gives your audience a mental picture of your business and helps them remember it.
Once you see a brand, it’s much easier to remember the story behind the business. Symbolism is key when cementing your purpose into one's mind.
There are so many businesses within creative fields that it can be hard to tell them apart and differentiate them from each other.
Chances are that there are many businesses in your industry, too. A strong brand has the ability to set your business apart and differentiate it from everything else that’s already out there.
For instance, I’m sure you’re familiar with all 3 businesses below. They each perform very similar services, but their brands couldn’t be more different from each other. That’s great branding.
When you have a strong brand and you’ve thoughtfully considered every element of it, it results in efficiency with your time and your resources.
You do not have to wrack your brain over what an informational pamphlet should look like, because a “design system” has already been created and the fonts, colors, and details have already been thoughtfully considered and decided upon.
You want you target client to think 'Yes, I understand!' or 'Wow, this feels rights.'
I often like to make the analogy between a person’s identity and a business’s brand.
The way you dress yourself, the words you use, the way you carry yourself, your habits - all of those things reflect your personality, just as your brand’s colors, fonts, terminology, and tone reflect your business.
Your brand gives your business life, in a sense. It gives it character and an identity, and it gives your audience something to relate to, whether your brand is casual and friendly or modern and sophisticated.
Branding is far more than just a logo; it’s an experience. A cohesive, well-designed brand can differentiate your business from competitors, build trust with your audience, and give them the right first impression. It can lead to more sales and bookings, create recognition, and increase engagement. The benefits are innumerable.