The Importance of Brand Identity

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Parker 1
Sarah Parker
Norman Clevenger
Graphics 110
4 May 2011

The Importance of Brand Identity
“A great brand raises the bar - it adds a greater sense of purpose to the experience, whether it’s the challenge to do your best in sports and fitness, or the affirmation that the cup of coffee you’re drinking really matters.” -Howard Schultz, CEO of Starbucks Whether you want to admit it or not, each and every one of us has been swayed by a particular brand at one point in time. It may have been due to a strong advertising campaign, a new eye-popping logo or a celebrity endorsement. This is a result of brand identity. According to Businessdictionary.com, brand identity is “the visible elements of a brand (such as colors, design, logotype, name, symbol) that together identify and distinguish the brand in the consumer’s mind.” Delving a little deeper into that, brand identity is the basis for some of the most successful companies in existence today and is responsible for their staying power. Building a brand is something that few companies can avoid nowadays. With the addition of such social outlets as Twitter and Facebook, and a twenty-four hour news media, it has become crucial now more than ever to grab the attention and to hold the interest of consumers. A brand is essentially the image, or the image you want portrayed, of your organization. It establishes who you are as a company. There are so many choices

Parker 2
and options available in the twenty-four hour world, how does a company manage to stay afloat and also convince consumers that their product is the best? Answer: brand identity. Creating a logo, ad campaign or tag line, grabs the attention, and/or creates buzz for the company and their product. Brand identity promotes “the big idea” and is meant to grab the consumer’s wants and/or needs and fulfill them. These tools emote name awareness, take a product or service, and...
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