A strong brand identity is formed when a company blends its differentiation with relevance. Brand differentiation is the ability for a brand to stand apart from its competitors. A brand should be as unique as possible. A brand is built and maintained via offering a set of differentiating promises to consumers and delivering those promises to the consumers as leverage value. Relevance is the perceived importance of the brand to a large market.
Uncovering your brand’s differentiation and relevance through an unbiased brand analysis is of utmost importance when trying to distinguish your brand from competitors. It is important to uncover your brand features that consumers can relate to. Once they relate, it’s about consistency and brand loyalty
Investing in a strong brand identity is an ongoing process. In today’s economy building a strong brand identity is a work in process. You must stay on your A GAME to maximize the benefits.