Brand Image Consistency across all platforms has a direct impact on the revenue. Brands that successfully present a uniform identity can witness revenue growth of up to 33%. And, they are 3-4 times more likely to enjoy brand visibility compared to brands that are inconsistent with their identity.
The first step in building a comprehensive identity as a business is recognizing a product or service and creating an effective positioning strategy. But the process of creating a truly memorable brand in this digital age requires companies to go above and beyond positioning strategies. With the influx of millennials and Gen Z in the consumer mix and the evolution of technology in retail customer experience, the rules of a brand image have changed.
From the visual elements of the retail design to the storytelling theme of marketing messaging, from customer engagement strategies to the relationship with employees, investors and partners, a brand’s identity is multi-layered.
Take the role of colour in telling an effective brand story, for instance. It improves brand recognition by up to 80%. Be it brand recognition or product discovery, tagging the right colours in the design, layout, and structure of your business’ physical and digital presence can improve efficiency, productivity and scalability.
The increasing value of shoppable films and the contribution of video marketing in creating memorable brand experiences is another modern age branding concept.
Over the last ten years, the number of customer touch-points has increased. Besides the conventional retail and media channels, retailers can now interact with their end-buyers on social media, resale platforms, subscription platforms, mobile platforms, and websites. Being present on all these platforms increases the opportunity to engage with the customers. But it also increases the risk of losing them if the brand messaging across all platforms isn’t consistent. A strong brand identity, which is unique, consistent and memorable, inspires loyalty.
Therefore, it is important to design a comprehensive plan to create a distinct brand personality.
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