3 Compelling Reasons to Invest in a Brand Identity

September 13, 2016 / Branding /


1. Make it easy for the customer to buy.

A compelling brand identity provides any company, any size, anywhere, with an immediately recognizable, distinctive, professional image that positions it for success. An cohesive identity helps manage the perception of a company, and differentiates it from its competitors. A smart identity system conveys respect for the customer, and makes it easy for them to understand the products and services you offer.

2. Make it easy for the sales force to sell.

A cohesive brand identity builds awareness and understanding of a company and its strengths. It clearly communicates a company’s unique value proposition. Consistent communications across all media – print, digital, direct, social, video and display – send a strong signal to the customer about the commitment of the company to their product or service.

3. Make it easy to build brand equity.

A brand, the company’s reputation, is one of its most valuable assets. A strong brand identity will increase recognition, awareness, and customer loyalty, resulting in increased sales and success for your organization.


About the author

Michelle Mazzarella: I am passionate about design and its power to effect change. Well-designed content connects, communicates, and inspires. I am a life-long fan of Dieter Rams – one of the world's most influential and celebrated industrial designers of the late twentieth century. Rams defined good design as “less, but better”. He was an advocate for the “end to the era of wastefulness,” promoting design that is as environmentally friendly as it is easy-to-use. He described good design as innovative, aesthetic, unobtrusive, honest, long-lasting, and thorough down to the last detail. I couldn't have said it better.