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Why is brand identity so important?

As the embodiment of almost everything your business is and does, according to Purely Branded, a brand "lives and evolves in the minds and hearts" of consumers. Its identity, therefore, is crucial to the business's future.

So, if your brand is more than just its logo, how can you replicate what brands like Coca-Cola have done and tap these other elements of your business's identity? Here are six components of a well-developed brand identity, and why it's so important for you to develop them.

Brand identity differs from brand image. 'Brand identity' is constructed by the brand itself - with the goal of broadcasting a strong message to consumers - where brand image is the summary opinion formed within the marketplace.


The objective of branding strategy is to create brands that are differentiated from the competition, thereby reducing the number of perceived substitutes in the marketplace, increasing price elasticity, and improving profits.

The "Face" of Your Business

Credibility and Trust

Advertising Impressions

Your Company's Mission

Branding strategies are built on the interdependent frameworks of competitive brand positioning, value chains development, and brand equity management. Competitive brand positioning requires the identification of a distinct market space and a cognitive location as perceived by consumers.

 Value chain development is based primarily on product development and market development. Product development includes strategic initiatives on product design, product innovation, and the ability to introduce new product lines and category extensions. Market development revolves around pricing strategy, distribution strategy, and marketing communications. Brand equity is the set of assets and liabilities associated with a brand. The trend in branding is moving beyond the customer's perception of a brand, to the measurable metrics of customer satisfaction throughout the value chain.