As the embodiment of almost everything your business is and does, according to Purely Branded, a brand “lives and evolves in the minds and hearts” of consumers. Its identity, therefore, is crucial to the business’s future.

So, if your brand is more than just its logo, how can you replicate what brands like Coca-Cola have done and tap these other elements of your business’s identity? Here are six components of a well-developed brand identity, and why it’s so important for you to develop them.

The “Face” of Your Business

For all intents and purposes, your brand’s logo is the “face” of your business and it is important to create some best strategies to make the brand talk. As said, the face should do more than just look cool or interesting — a logo’s contribution to brand identity is associative, too. It tells the public that [this image] means [the name of your company]. The moment someone sees your logo, they must recognize it and it’s value.

Credibility and Trust

Imagine if someone does not trust your brand, doesn’t even remember the name, how will it feel? To get your brand a recall factor you must also focus on building trust. Having a brand identity doesn’t just make your product more memorable; it makes your brand more authoritative in the marketplace. A brand that establishes a face, and maintains that face consistently over time, develops credibility among its competitors and trust among its customers.

Advertising Impressions

An impression of anything is important and imperative. Having just a logo cannot make someone a big brand. A brand identity is a template for everything you would include in an advertisement for your business — whether that ad is in print, online, or a preroll commercial on YouTube. A brand with a face and industry credibility is well prepared to promote itself and make impressions on potential buyers.

Your Company’s Mission

Almost all companies talk about, Mission, Vision, and Objective. When you define a mission you want you to reach that level. When you create an identity for your brand, you’re giving it something to stand for. That, in turn, gives your company a purpose. We all know companies have mission statements, right? Well, you can’t have one without first giving your brand an identity. Your brand identity tells the audience what you are and what you want to be.

Generating New Customers and Delighting Existing Ones

Don’t you want your brand to become a business machine and generate leads, at the same time you want people to talk about your brand and act as brand ambassador? A brand identity — one with a face, trust, and a mission — attracts people who agree with what your brand has to offer. But once these people become customers, that same brand identity gives them a sense of belonging. A good product generates customers, but a good brand generates advocates.