How important is brand identity?

Image by Michael Giuffrida about marketingLet’s get right to the point on this one.  Having a strong brand identity can be the difference between having a business from which you can make an “ok” salary or having one that thrives and provides well for you, your family in future generations, and the community you serve.

Now that we have answered the question about importance, let’s look at some of the key elements to getting you there.  To begin, you need to understand that brand identity is more than your logo and website.  Yes, that stuff is important, but there is much more that goes into building your company brand.

Every interaction that the market has with your organization adds to their perception of who you are, and THAT is your brand.  A strong brand has to start with the most basic thing, and that is a good product or service offering.  If you are offering a mediocre product, the best you can do is have a mediocre brand in the marketplace because all of the flashy trinkets and advertising in the world will not overcome a poor experience by your customers when asked about your company.

Once you have a great product, you need to make sure it stands apart from your competition.  If everyone has a great offering for what you do, then it will be tough to build a great brand around something that people feel can be easily obtained anywhere.

Now you are set to tell the world about your great offering and build that world class brand you desire.  And that has to start at the top.  At a minimum the business owner but hopefully all employees of the company are not just salespeople for your offering, but advocates of it.  That type of passion will help get the market excited about what you do instead of simply buying it because they think its worth it.  And excitement build brands.

With all of these elements in place you are ready to market your brand.  A great logo, website, promotional items, and marketing plan can get you there but always remember that the base of your brand comes from the foundation of a great product or service that is different from your competitors promoted by advocates who truly believe in what you do.


Michael Giuffrida from Southington CT has been operating businesses since 1997.  He is an experienced entrepreneur in business management, profitable growth, business valuation, mergers and acquisitions, and information technology managed services.

Leave a Reply

Your email address will not be published. Required fields are marked *