As a new business owner the next thing you might want to look into after registering your business name is your brand identity, this is more than your brand name or logo, rather it how your audience perceive and differentiate your business from it’s competitors, in this article we will be looking into, what it means, why it important and how you can create a strong brand identity for your RTW clothing business by using all the key factors strategically
What Is Brand Identity?
Brand identity is the collection of all visible and conceptual elements a company creates to present itself to the public. It is a strategic combination of tangible and conceptual aspects that work together to shape how a business is perceived by its audience and differentiate it from competitors.
To better understand brand identity let’s use a person as an example, Individuals are a combination of elements such as their name, origins, personality, values, beliefs, story, and physique.
Brand identity can be classified into the following key component.
Visual Element
- Logo: The primary symbol that represents the brand, logo can be a combination of alphabet, number or graphical shape
- Colors and style: The specific colors, fonts and text styles used across all branding materials.
- Packaging: The physical design of a product’s container, bearing all the brands important elements like logo, contact details, brands colors etc.
- Imagery: The style of photography, illustrations, or graphics used
Verbal And Conceptual Elements
- Brand name: This is the first thing your customers come in contact with, it is the public face of your business. It’s the name your customers recognize, trust, and connect with. It’s the name that appears on your marketing materials, product packaging, website, and social media profiles. Your brand name should be unique, easy to spell and memorable
- Brand story: is a comprehensive, authentic narrative about the brand’s purpose, history, values, and mission. It goes beyond simple facts or a mission statement to create an emotional connection with an audience
- Tagline: Also known as brand’s verbal logo, used consistently during marketing is a short, memorable phrase that summarize a brand’s essence, purpose, or core values to create a lasting impression on consumers (example “Nwamma” is a brand name for native kids wear, “Beautiful child” is nwamma’s tagline, Nwamma means “beautiful child” in igbo language).
- Tone of voice: The style and personality of the brand’s communication.
- Mission and vision: The company’s purpose, goals, and what it strives to achieve, in the case of nwamma their mission and vision could be “Bringing out the princess in every African child”.
Importance Of Brand Identity
- Differentiation: Helps a business stand out in a crowded market by showcasing its unique value proposition.
- Builds Trust and Credibility: A professional and consistent presentation signals reliability and authenticity, making customers feel more confident in their purchasing decisions.
- Fosters Loyalty and Emotional Connection: Customers who feel a connection to a brand’s story and values are more likely to become loyal advocates and make repeat purchases.
- Influences Perception: Shapes how customers perceive the quality and value of a product or service, potentially allowing for premium pricing.
- Guides Business Decisions: Acts as a compass for all marketing, communication, and product decisions, ensuring alignment with core values.
- Increases Brand Recognition: Consistent use of visual and verbal elements makes a brand instantly recognizable across all platform.
Check out our article on How to Choose The Perfect Niche For Your Ready-To-Wear (RTW) Clothing Business In Nigeria
Conclusion
A memorable brand identity helps you stand out in Nigeria’s competitive fashion market. When creating your brand identity, go for a brand name that is unique, simple, and easy to remember. Your tagline should trigger some kind of emotion with your audience, and your brand should maintain the same voice and tone through all communication channels. Making sure your brand has the same visual representation across all platforms will help you build brand credibility and customer trust.
