When you buy a product, it often happens because you recognize the brand. Usually, the color or the lettering is sufficient and you have already recognized the manufacturer or the product line.
The brand is used for the graphic identification of the company or a product range that is manufactured by this company: The “Mulino Bianco” label, which is very well known in Italy, for example, stands for pastries made by Barilla. Our knowledge of this brand affects our product selection and influences our buying behavior: It is decisive for how we spend our money.
Exactly the same thing happens in the service sector: We contact a certain installer because we trust him and his name or the name of his company (i.e. the brand).
Occasionally we have not yet had any personal experience with the craftsman, but we often came across his name (in other words, the company’s advertising): That is why it immediately comes to mind, and that’s why we call him.
And that’s exactly how it works when you select a print service provider.
Your perception of this brand, this company, this service or this specialist has gradually developed: it is partly based on the experiences you have made in the past and to a large extent on the Insights that you have gained from your search for information or the advertising messages that were conveyed to you.
Up until about fifteen years ago, at least in Italy, the brand perception was largely developed through advertising, mainly television advertising. In recent years, thanks to the Internet, the way consumers and users gather information has changed incredibly, so that brand perception is also based on Google research, reviews Expert portals or in online shops and experience reports that are shared on blogs and in social networks.
In this information chaos, many companies – from global corporations to Hairdressers around the corner – realized that they have to control their image or reputation in the outside world as well as possible themselves. A video or a company brochure is no longer sufficient to draw attention to the advantages of a company, instead, it is necessary to manage the (self-serving or unselfish) information that users are looking for on the Internet.
This image, which the company creates of itself, is called Brand Identity or brand identity.
Freelancers, on the other hand, control their identity via personal branding (you can find an initial explanation of this in this article).
It is therefore immensely important that a company or a freelancer is able to build and consolidate its own brand identity because people will have their own image of the company anyway make (the “brand image” mentioned above). As a business owner, you need to know how to spread the right information, stories, and images to get the message you want your customers through. For this reason, a lot of communication consultants advise aligning the brand perception of the people and the image that the company conveys to the people. The more people’s perception of the company’s desired brand identity differs, the more work has to be done to “make up ground”.
But what exactly is a “brand”, a brand?
The well-known marketing guru Seth Godin defines “Brand” as follows: “A brand is the sum of expectations, stories, memories and relationships that together make a customer’s purchase decision influence that they prefer one product or service to another. ” And to avoid misunderstandings, he adds: ” Design is important, but the design does not create brands. ”
So what we call brand or brand (and sometimes confuse it with the logo or signet), is a broad term that refers to the world that is difficult to measure the feelings and the perceptions have to do.
So much for our explanation of why the “brand identity” is also important for small and medium-sized companies.