Trust builds confidence.
That is why a strong corporate brand identity can make or break a business. Brand identity is more than key values or approved color palettes; it is the collection of all elements that a company creates to portray the right image to its consumer.
When a company has a strong brand, it is easily recognized, which grows people’s trust. Trust builds confidence, and confidence begets loyalty. When a business has built superiority in a particular niche, repeat customers are more willing to buy in other areas. When you have loyalty from your base, you have space to increase prices or ask for bigger commitments.
Want to craft a style that is timely and relevant to your audience? Here are three inspiring examples of brands who have nailed it:
Tesla is an electric vehicle and clean energy company with long-range, eco-friendly electric cars.
They are also very expensive. To build customer confidence, Tesla leaves price out of their branding and focuses on combining its fun personality combined with its incredible quality. CEO Elon Musk has built himself up as a Tony Stark-like character, and the brand promotes its uniqueness through ads and quirky features (like Super Cars with a “Ludicrous Mode”).
Tesla also relies on communities to tell its story, and passionate ambassadors have sprouted up worldwide to shout their love for the brand. Spain’s Tesla Club on Facebook has more than 7,300 members, and user-generated content is some of the most effective marketing in Tesla’s toolbox.
When you see this name, what comes to mind? Probably value.
At its core, Dollar Shave Club (DSC) is an everyman’s brand with a simple proposition: name-brand razors cost too much, but DSC offers quality alternatives at a rock-bottom price.
The brand bills itself as smart and stylish, conforming perfectly to customer needs. Each month, customers receive beautifully branded boxes with playful welcome notes and dapper products. When you join DSC, you’re not just subscribing to low-cost products; you’re investing in the monthly delight that comes with them!
To reinforce this tone, the brand snubs highbrow marketing and pursues a cheeky, casual vibe. While other shaving brands go for a sleek image (with men who look like actors and models), Dollar Shave Club features average looking people across a wide age range.
For many nonprofits, design can be an afterthought.
But the Parkinson’s Foundation has created a fresh visual identity that reflects the exciting, dynamic organization it is. A unique logo resembles a brain in a head, a subtle nod to the neurological disorder. The bright blue is a vibrant hue, communicating excitement and zest for life and the promise of “Better Lives. Together.”
The brand’s fundraising hinges on a promise of hope and progress and designs highlight this sense of cooperation. Custom imagery features a wide range of real individuals from throughout the Parkinson’s community—doctors, caregivers, donors, and people living with Parkinson’s — united by a single bright blue color that symbolizes their optimistic approach to fighting the disease.
In a spirit of community, the foundation logo is specifically designed as a platform for community expression, offering an open space (like a speech bubble) for individuals to handwrite messages or personalize materials (like, “For Dad”). Parkinson’s supporters love customizing it to share their own messages on social media and engage others in the fight.
Corporate branding has the power to attract, engage, and communicate just what you want with your clients.
But you can only do this by connecting with customers where they are. Strong brands succeed because they resonate with a portion of their market better than anyone else.
When you’re working to shape designs, use a voice that resonates with your audience. If your brand was a person, how would it communicate? Be consistent, confident, and unique, and your voice will shine through on every occasion!