Every business requires an identity within the niche so that the business gets recognized in the competition. From ages, businesses are busy creating a better name than its competitor. The era changes, but the competitive behavior of the brands remains the same. Different strategies are planned to create a better brand identity. Certain brands keep on refreshing the identity, while others continue with the old one. However, what is the exact way that creates a brand or an identity, which can engross the brand value on the minds of its customers?
The process of creating an identity begins with getting a unique and meaningful brand name for your business. The brand name should specify the type of business or should have a meaning and acknowledges the values the brand carries. It should easily connect with the audience and should get carved onto their minds. Similarly, the designing part of the brand should be as effective as the name.
As the name creates textual identity, the logo creates the design identity. Both should resemble – each other. When a logo appears, it should straightaway display the textual identity of the brand and vice versa. Every bit of design identity – from the structure of logo, usage of font, to color combinations; everything should be used brilliantly and should create a meaningful identity to the sector it represents.
The use of conceptual branding has always helped brands to increase conversions. Good branding can convert the prospects into long-term customers. The vision and mission of the brand should reflect easily with perfect and conceptual branding. As Leo Burnett said, “A brand symbol is anything that leaves a mental picture of the brand’s identity”.
Conceptual branding delivers the results, but at higher cost compared to, non-conceptual branding that delivers it at a lower cost… The non-conceptual branding also helps to deliver good results. However, at the same time, non-conceptual branding fails to create the long-lasting impression on the desired customer base. In conceptual branding, the design theme should be used aptly for all its marketing laterals to create effective marketing campaigns.
A brand should be a living entity and it should enrich over time. The brand should be considered as an asset in an intangible form. A brand – textual or design is the most important investment for any business.