The Importance of Brand Identity and Brand Management

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The importance of brand management

It is important to understand exactly what you want to achieve and how you want to be perceived in business. Strategise and take deliberate action, always remembering that consistency is key.

In the past, consumers only interacted with brands on two or three simple platforms. Today, the consumer interacts with brands on multiple and ever evolving platforms. We have more touch points than ever before, from business cards and billboards to website and brand activation’s. You need to ensure that all your business card designs, brochures, corporate stationery, and social media platforms all match your brand and showcase a streamlined consciousness.

The bottom line is that brand management cannot be ignored or side-lined. Consistency in business identity improves audience recall, influences buying behaviour, and reassures your value to the customer. What business owner does not want that?

Consistency is Key in a Competitive Market

The difference between a good brand and great brand is ultimately consistency. Your brand personality needs to be reflected in your logo and supported by all elements of your messaging. This is built over time, requires thought, strategy, and implementation. Above all else – it needs consistency. Contrary to what some may think, consistency does not mean “boring.” Do you find Coca-Cola’s campaigns to be dull?

Take a look at the renowned brand. The name, logo, and messaging has gone largely unchanged since the 1900s. The font and classic red colour makes the brand easily identifiable – even in different languages. This unwavering commitment to streamlining the brand is just as valuable to Coca-Cola as their secret formula.

This kind of attention to detail in brand management allows a business to manage the perceptions of the client, eliminate brand confusion and instill brand confidence. A streamlined brand actually allows for room to create impactful and creative campaigns. It gives marketers a line to work within while providing them a thorough understanding of your style: this opens the way to the ultimate marketing campaign.

For this to be done successfully, you need to create a brand standards guideline that includes: logos, fonts, taglines, and company colours.

Brand Standards Guideline

Brand guidelines work on 2 levels. They explain why these elements are used (how they have been designed to reach your objectives) while also providing practical instructions on how to use brand elements.

This document should be sent to your entire team to ensure everyone gains a clear understanding of the business and the brand personality that needs to be displayed.

The goal of these guidelines is to protect the power of your brand so it continues to strengthen the value of your company. Brand guidelines attain this by outlining the importance of your identity and detailing how to use elements of your brand. This document works as a comprehensive manual for those who use your brand name – from brochure, banner, and business card printers through to your marketing team and web developers.

Brand Management Portal

Jetline recognised a fundamental gap in the market for an effective brand management solution, thus the Brand Management Portal was born.

BMP is an all-encompassing system that functions as a digital style guide. It maintains brand uniformity across all your marketing and corporate materials.

People do business with companies that they are familiar with. If your branding is uniform it becomes easily recognisable. This makes people feel at ease when purchasing your product or service. Remember: Your brand represents you and the value you promise your customer. Keep it consistent!

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