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.
