In a highly competitive category, the battle must be won in the hearts and minds of the target audience. Creating an emotional connection will give you the edge. For this reason, a significant amount of the branding budget is allocated to nurturing the brand's presence and saliency. However, money alone can't wow and woo, regardless of how much is spent. Like in any relationship, it must have a compelling identity to be appealing to the other party. Regardless of the size of your business, creating and nurturing a brand identity is critical. Unfortunately, small businesses tend to underestimate the power of a compelling identity to drive their branding strategy. If you are one of them, continue reading this post to discover the benefits. 1. A succinct visual summary of your brand positioning and values The world's leading brands treat their brand identity, specifically the logo, with great respect. It doesn't take much for one to conclude from a Coca Cola logo it stands for cool refreshment or Apple's logo for cool design. To that end, your brand's identity manifested in the logo becomes the face of the company. 2. Authority, credibility and trust As alluded to above, your identity speaks volumes of your brand values. It could be the colours or a swoosh that over time is associated with the values of your brand. A sustained and consistent effort to make these associations will build the authority, credibility and trust. Little needs to be said as your values are embedded in your identity. 3. Sense of ownership The national flag is a sacred representation of a country and its people. It must be treated with respect. The same can be said too of your brand identity. It can inject a sense of pride in customers. The values embodied in your brand identity mirrors theirs too. It creates a sense of ownership and belonging. This obviously translates to loyalty and buying behaviour. Are you looking to build a compelling identity for your brand? Book a meeting with a consultant today. We'll walk you through the process we've used for clients.