7. Brand identity
Your brand identity can have a significant influence on achieving your objectives or not.
Firstly, it needs to reflect your brand idea. Colours, shapes, fonts, imagery, tone of voice and language, sensory experience and your name all say something about your brand, Make sure it represents what your brand stand for to customers, and that it stands out from competitors.
Secondly, this needs to be expressed consistently across every touch-point. This enables your consumers to recognise you instantly amongst the crowd and draws a coherent picture across a breadth of media channels.
We also look at employee and brand behaviour as part of your brand identity, as customers acknowledge behaviour as part of the brand. That sales person behaved in a friendly, welcoming way = the brand is friendly and welcoming.
