Is brand identity important?

In a word, yes.

When you're building a business—big or small—one of the most critical steps is to establish a clear, cohesive and focused brand identity. In fact, it's arguably the most important step and one that should be considered as early on as possible.

What is brand identity?

Put simply, your brand identity is who you are—at every layer and level of your business. From what your brand looks like, to its style and tone of voice, how it feels and what it stands for—these elements are all critical. And in terms of the impact a clear brand identity can have on your overall success? Ask any successful business owner of its value and you’ll likely be met with the validation that it’s something worth investing your time and resources into.

In many ways, you should consider your brand identity as the foundations your business is built upon as without it, you're likely going to have an incredibly tough time defining, growing and scaling your business.

How do you establish your brand identity?

It might sound simple, but building a brand identity is a complex task and one that requires careful consideration. Essentially you want your brand identity to be a strong and true representation of who you are, as well as your collective goals and vision. It's also a living, breathing document that should evolve regularly to reflect new business initiatives and any new products or services that you may bring to market.

And although you may think you know your business inside and out, it can be invaluable to work with an expert team to flesh out your initial ideas—as they will ensure you zoom out, ask the tough questions and look objectively at your business through the eyes of your potential clients or customers. 

Why is this so important?

At the end of the day, the brands that have the most success are not always the ones with endless amounts of cash—but the ones who are clear about who they are and what they can offer. The best advice? Take the time to really sit with your brand identity as when done well, it will be the pillar that will inform and support your broader brand strategies along the way.