One word bounces around a lot in boardroom meetings, interactions with buyers and vendors, and internal communications.
The reverence the word holds is immense. And why wouldn’t it be? Brands are giving people a sense of belonging, appeasing our tribal nature in all the right ways.
That’s why every great leader speaks of their brand with reverence, love, and care. They have to! Because that’s what people are buying for— they are buying from the brand. The saturated marketing is full of similar products, and the only thing standing between the buyer and the vendor is the perception.
The brand image, so to speak of. And brand images are formed only through an identity deeply rooted in the organizational mission.
As time passes and our computing powers evolve to create content with autonomy, this brand identity will become crucial to survive. Without it, companies will find themselves adrift, competition racing ahead of them.
But what can organizations do about it?
There are many options, and the short one, the tl;dr, is to embrace your process, your mission.
That is your identity.
Your brand.
However, for those who want the long answer. There are two vital ones that we’ve been able to find.
Before diving into the meaty parts of the discussion— let’s reintroduce the concept.
The identity of a brand is what it does.
What is brand identity?
Generally, brand identity is the visual and contextual cues your brand represents. However, brand identity is not limited to such a definition— this is just one side of it. Brand identity, as a more inclusive definition, should mean:
- The unique activities a brand performs are its identity
- The experience they deliver to their users
- The mission they embody
- How well they embody that mission
- The impact of the actions of the user
- Perception of the user
Many think that brand image and brand identity are two distinct concepts; they are not. The perception of the audience— is brand image, which is an intrinsic part of the identity.
Brands are never disconnected from what they do.
Average brands fail at this.
There is a reason so many organizations lose face value with their customers— they lack this authenticity. They show something they are not, and their buyers quickly grasp this fact.
Their identity isn’t forged in their mission. Fortunately, the modern buyer is more aware than ever. And they are actively looking for markers that foster trust. Their brand interactions, especially during consideration, are done with a fine pick comb.
Any sign of distrust will thrust brands to the bottom of the barrel.
First in, last out.
Brand identity is forged in the heart of the organization.
The question is, what can you do about it? A lot of organizations usually peddle inauthenticity— they simply cannot walk their talk because, well, they aren’t doing what they are saying.
It’s disingenuous. However, brands with strong identities may fail, and an inauthentic brand may not. That is the truth.
Yet, brands that drive revenue through inauthentic means begin failing sooner or later. And if the buyers decide enough is enough, the business will run dry. That’s why so many organizations pivot. They have lost the battle with the buyer and need to save face.
Time and again, brands with a powerful identity and reputation manage to survive even the harshest of critics— it’s because they align with their goal and deliver on it, even if sometimes the process might be messy.
The question is: Can you replicate it?
Possibly not. The answer to this is easy. Every brand has to discover itself through an arduous and creative process.
While no one can walk your hand through crafting your brand identity, there are frameworks you can use. Here’s one:
- Why was the organization founded, and what is the vision driving it?
- What roles do your employees play in your organization?
- What do you do to make sure the vision is realized?
- Deeply understand what you’re offering the buyer.
- Why are you offering it?
- What’s your opinion on the industry you’re serving— essentially, what are the holes you have noticed?
- What are you doing to fill these gaps?
- How are you doing it?
Reflection of such kind will help you gain clarity. As Ciente has echoed many times, strategy is about performing unique activities. And these unique activities are the ones that give identity and meaning to your brand.
It gives a non-living thing the properties of personality and charm.
The two answers and the importance of brand identity.
There is a lot of data that answers why brand identities are so vital. But there are two pieces of literature that we must draw our attention to.
The first is HubSpot’s 2024 Sales Trends Report, and the other is Barry Schwartz’s Paradox of Choice.
While they may seem disconnected, they discuss consumption and the role of choice in these habits. The report outlines what B2B marketers have known for a while— 96% of B2B prospects do their own research before speaking to SDRs.
They advise that organizations form a consultant-consultee relationship with their prospects by educating and delighting their buyers. Essentially, brands will have to add value to buyers’ lives.
But will they trust any brand?
No. And that’s why brand identities are important.
They will trust the brand they feel familiar with and the one that has made them feel heard. Without this identity, organizations won’t be able to gain buyer mindshare.
HubSpot suggests adding more choice in the mix, giving power to the buyer— letting them self-buy and serve. However, a severe problem arises here: 60% of software buyers experience regret.
Why is that? It’s the paradox of choice— faced with many choices, people experience fatigue and enter analysis paralysis. And to escape from the discomfort, make choices that might not be aligned with the overall goal.
The paradox of choice outlines that facing an overwhelming number of options can lead to decision paralysis, increased effort, and dissatisfaction.
It’s a logical fallacy.
And here, in this messy fallacy, lies the ability of brands to survive by crafting an identity that helps buyers break away from this paralysis.
So, what can brands do here?
Their identity, the core, must speak to their intended buyer. But you may think that it might limit your impact. Not at all.
When you speak to one group of people or speak their language, you start creating value that is timeless. And people favor such timeless wisdom— they enjoy knowledge that helps them tackle multiple scenarios at once.
The importance of brand identity isn’t limited to knowledge. It’s also about reducing choice by giving people a sense of belonging and security.
In the always-on world, brand identity is a survival metric.
If you provide multiple options to the buyer, their fatigue will guide them towards a brand they know. However, some brands don’t get it.
They do everything yet forget to form an actual personality. Dull and uninspired messaging will not work. Look at AI and its replication quality and speed— nothing can match it.
But AI systems will not replace personality, charm, and voice— things that require originality.
Understand that your brand identity stands between you and the loss of your business. Explore Salestech.
It’s the driver of economic certainty.
