The value of a unified brand identity

unified brand identity

In a world where instant communication is a prominent part of daily life, it may seem counterintuitive to spend time developing a unified brand identity. If communicating quickly and effectively is your priority as a brand, why bother with exploring fonts and color swatches?

The answer is that developing and maintaining a cohesive brand identity is one of the best ways to attract and cultivate customer interaction.

Before we discuss the value of a unified brand identity, let’s first explore what that actually means. The first thing that may come to mind when thinking about a brand’s identity is the logo. The logo is the most important part of a brand’s identity. It will appear on all branded materials and should clearly communicate the company’s name and purpose.

What other elements work together to solidify a brand’s identity? Font choice, brand colors and photographic treatment, are just a few examples of crucial elements that work together to solidify a brand’s presence.

Taking the time to ensure that your brand has fleshed out all of these elements is imperative in ensuring that your brand becomes recognizable, distinct and consistent.

A unified brand identity communicates confidence, professionalism and competence to your customers. First impressions are critical when it comes to standing out as a brand.

Maintaining your brand identity on social media, your website and all printed materials is a great way to communicate to a potential customer that you know your brand, and that you know your business.

A brand identity does not have to be flashy or extravagant to stand out. It is better to stay within your brand guidelines than to step outside of them with different fonts or photographic styles which could potentially make your brand appear inconsistent. In marketing, branding consistency is a surefire way to instill confidence in your customers.

A unified brand identity creates brand recognition, which can lead to increased sales. Applying a consistent brand identity to all elements of advertising is a surefire way to leave a mark on potential clients. Whether it is a billboard, website or business card, maintaining consistent branding will serve as reminders to potential and current customers that you are available and ready for their business.

Brand recognition also leads to word of mouth discussions of your business, which further solidifies your company’s place in the mind of potential customers. 

A unified brand identity is pleasing to the eye. Don’t underestimate the value of customers simply enjoying the look of a brand or product. The ‘aesthetic’ of a brand or product is more important now than ever. Grabbing the attention of a potential customer with a visually pleasing brand identity is a valuable point of contact.

In enjoying your brand identity, potential customers may learn more about your company which is one more way that your brand’s consistency could lead to attracting new customers.

It’s important to not take your brand identity for granted. Cultivating the brand identity of your business is a critical investment which will surely lead to more opportunities for you and your brand.

If you’re not sure where to begin, Contact SWBR to get started on cultivating your brand identity. Invest in your brand today and let the magic of branding lead your business to success.



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Ernie Thomas



Advertising is in Ernie’s DNA as he’s a third-generation family member to join the business his late grandfather founded. With that pedigree comes an almost six sense of identifying the “it factor” needed to create campaigns that spark customers to action. Ernie (or ET) uses his outgoing personality to connect with clients to build strong collaborative relationships. He digs deep to uncover new opportunities that will make a measurable difference for each client’s business. A graduate of Eastern University and Saint Joseph’s University (MBA), he has the book smarts and experience to elevate brand communications with strategies that challenge the status quo. He’s always guiding Team SWBR toward the correct target audiences, smartest campaign messages, right digital channels and best traditional tactics suited to boost sales.

When he’s not working, Ernie enjoys spending time with his wife and daughter. He’s also an avid golfer still searching for his first hole-in-one.