Why should company's have to invest in brand identity design?

Why invest? This is a very common question faced by branding agencies when asked by clients. The simple answer is : Steady investment in design is rewarded by lasting competitiveness. The best identity programs embody and advance the company’s brand by supporting desired perceptions. Identity expresses itself in every touchpoint of the brand and becomes intrinsic to a company’s culture—a constant symbol of its core values and its heritage.

According to Wally Olins, The Brand Book, Brands now appear regularly on balance sheets in many companies. The intangible value of the brand is often much greater than the corporation’s tangible assets.

3 Reasons to Invest in Brand Identity

1. Make it easy for the customer to buy. Compelling brand identity presents any company, any size, anywhere with an immediately recognizable, distinctive professional image that positions it for success. An identity helps manage the perception of a company and differentiates it from its competitors. A smart system conveys respect for the customer and makes it easy to understand features and benefits. A new product design or a better environment can delight a customer and create loyalty. An effective identity encompasses such elements as a name that is easy to remember or a distinctive package design for a product.



2. Make it easy for the sales force to sell. Whether it is the CEO of a global conglomerate communicating a new vision to the board, a first-time entrepreneur pitching to venture capital firms, or a financial advisor creating a need for investment products, everyone is selling. Nonprofits, whether fundraising or soliciting new volunteers, are continually selling. Strategic brand identity works across diverse audiences and cultures to build an awareness and understanding of a company and its strengths. By making intelligence visible, effective identity seeks to clearly communicate a company’s unique value proposition. The coherence of communications across various media sends a strong signal to the customer about the laserlike focus of a company.

3. Make it easy to build brand equity. The goal of all public companies is to increase shareholder value. A brand, or a company’s reputation, is considered to be one of the most valuable company assets. Small companies and nonprofits also need to build brand equity. Their future success is dependent on building public awareness, preserving their reputations, and upholding their value. A strong brand identity will help build brand equity through increased recognition, awareness, and customer loyalty, which in turn helps make a company more successful. Managers who seize every opportunity to communicate their company’s brand value and what the brand stands for sleep better at night. They are building a precious asset.

Some Branding Imperatives

1. Acknowledge that we live in a branded world.

2. Seize every opportunity to position your company in your customers’ minds.

3. Communicate a strong brand idea over and over again.

4. Understand the customers. Build on their perceptions, preferences, dreams, values, and lifestyles.

5. Identify touchpoints—places in which customers interface with the product or service.

6. Use brand identity to create sensory magnets to attract and retain customers.


As we can see investing in brand identity not only changes the image of the brand but also build its value and brand loyalty. As said by Blake Deutsch, Brands are intangible assets and account for, on average 75% of the value of a company.

So, Is it a guaranteed successful programme or may bring disaster if not done properly? Tell us what you think about investing on brand identity?