What brand identity is and why it affects profit
A brand identity is your company's visual passport: everything people see and instantly recognise. The logo is only one part of it. Identity is a system of colours, typefaces, graphic elements and photography style.
3 real benefits
- Recognition means more sales. A consistent style raises brand recognition by 33%. 60% of consumers will recommend a company with professional visuals.
- Trust and loyalty. 48% of customers see professional design as a sign of reliability. A strong identity helps keep 30% more customers.
- Direct profit growth. Distinctive packaging raises sales by 40%. Every rouble invested in identity brings back up to 4 roubles of income.
Real-life examples
Starbucks: the siren is one of the most recognisable symbols in the world. After the identity refresh in 2011, revenue grew significantly. McDonald's: 93% of people on the planet recognise the golden arches. Glossier: betting on minimalism attracted a young audience and let the brand charge premium prices.
How to build a strong identity
- Understand your audience: the design has to appeal to customers first
- Look at competitors so you don't repeat them by accident
- Think through the whole system: besides the logo you need colours, typefaces, graphics and rules
- Create a brand book that fixes the rules for everyone
- Be ready to evolve: a style needs careful updates over time