Expanding Value Beyond Products Building Brand Equity

A good brand identity is more than just creating attractive packaging; it is about effectively communicating your brand's story. Design is a strong tool that can change the way consumers connect with your brand in three key ways.

Differentiation: How do you stand out in a crowded market? Your brand identity can have a significant impact. Whether you want your product to stand out on a shelf or your Facebook advertising to stand out, having a consistent, coherent appearance is the key to success.

Connection: The more efficiently you communicate your identity, the easier it will be for individuals to interact with you and, eventually, join your community of lifetime followers.

Experience: Everything you do represents your brand. So, if you want to establish a constant, coherent brand experience, you must first convey a consistent, cohesive identity. A strong identity is essential for boosting your brand experience across all platforms, including your website, social media, and sales brochure.

Some brands turn brand identification into an art form (think Apple, LEGO, or Levi's). Some brands use it to break into the market (think Warby Parker or Casper). Others struggle because they don't know who they are or how to articulate it effectively. (To be honest, this category has far too many brands.)