Rethinking brand identity

Imagine if that game Guess Who had a bit more depth.

“Do they have glasses?”

“Do they have a big nose?”

“Do they have the gift of hospitality?”

"Do they have an interesting backstory?"

“Are they quick-witted and rebellious?”

It’d be weird, but fun, right? Because real people have more to them than the way they look. A board game will struggle to provide that level of insight, and businesses often struggle too. But the difference is that, unlike in the game, that depth really exists, they just haven’t found a way of articulating and communicating it yet.

Brand identity is not a logo

We already know that brand isn’t a logo, don’t we?

Don't we? Phew!

Well, neither is brand identity, although it often causes confusion. Because logo designers love to make it seem like their work defines and creates depth and value. I know – I was one.

Brand identity covers much more ground, and when it’s given due consideration and attention, can make or break a business in a way that a logo rarely can.

Please note, I love logos and I don't want to suggest they're not important, but identity is even more so. There's another article to come on that soon.

Identity is more than an outfit

Think about your own identity. Literally. Or the identity of a friend or family member.

If you were judged and summarised by your wardrobe, how would you feel? Maybe a bit misunderstood or cheapened? 

You’re more than your haircut, and deeper than the fashion choices you make. You have a backstory. A personality. You speak a certain way, see the world a certain way, make choices because of specific experiences, priorities and values you hold. You connect better with certain kinds of people than others. You bring more to the party than just style (even though YOUR particular style is fabulous, don’t get me wrong…).

Yet business leaders and founders so often think of our businesses having an identity that is based on the logo, colours and fonts we choose. That’s the bit of brand that’s most visible, sure. But just like a sea of people with myriad styles and trends, even the most interesting outfits blend in at some point, and the most intriguing personalities get missed.

So what about your organisation’s true identity?

Can it be described? Can it be articulated and translated to be recognisable, memorable, valuable and compelling to those it needs to interact with? YES. And you might be surprised to learn how invigorating and confidence-boosting that moment of recognition is when a company or charity finally finds the help they needed to do so.

Identity GUIDES how you look. It ISN’T how you look. That word 'Identity' has become a common synonym for a logo over the past few years but I'm convinced we need to start treating it in a bit more of a holistic, valuable way.

Just like for a human, organisations' identities provide the foundation for everything they do. It provides intention, context and motivation. It stops them wasting time guessing or struggling to prioritise. And it makes them magnetic to the right people. And who wouldn't want that for their business?

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What would unshakable confidence in YOUR organisation’s identity change for you? Why not book in to request a Brand Therapy session to explore it together, or read about the Identity Clarifier Process™ to find out more about how Identity is uncovered and articulated?