Building a Brand Identity is Now More Important Than Ever

Companies of all shapes and sizes, regardless of where they are based, have seen their finances hit hard by the coronavirus crisis this year.

Many businesses have already folded and countless others are on the brink of being shut down as a result of the economic impact of the pandemic.

While surviving 2020 has been a tough challenge for firms, the situation is unlikely to get any easier over the course of the next few months.

That does not mean companies should give up - far from it, in fact. Instead, now could be the perfect time to place an extra focus on developing and sharpening the firm's brand identity.

In competitive fields, brand identity can make the difference between success and failure.

Let's take the example of an online casino site. Actually, online gambling is one of the few areas to have seen an increase in demand this year and many sites are thriving in 2020.

But competition is fierce and it can be hard to stand out from the crowd. As a result, new sites in this heavily saturated market can no longer rely on marketing tactics like no deposit offers only.

Instead, it is likely that success in the long run will come from having a clear brand identity.

The brand that is built by a company should be all-encompassing, rather than being treated as something of a sideshow. Branding should be at the heart of major decisions a firm makes.

All of the world's most successful companies, no matter what sector they operate in, have something in common. This is a brand identity that makes them immediately recognisable.

It can be tempting to try to start big when it comes to brand identity, but this is not usually going to be an effective approach.

Instead, brand identity should be something that comes from the inside of a company. The brand that a business espouses can only ever be as strong as the people inside make it.

Staff have a key role to play in both creating and building a brand identity. The pandemic might be a good time to be thinking about brand identity in a business. Employees might be concerned about the future of their jobs, which is completely natural, and it is in their interests for their employer to thrive, so they are likely to throw themselves into brand identity discussions.

Remote working has become a reality around the world for many in 2020 and plenty of experts think the trend is here to stay. In fact, EY has suggested companies should see the rise in remote working as an opportunity to reap long-term benefits and work more sustainably.

The brand identity of a company might shift when workers transfer to remote working on a semi-permanent basis. This means that more than ever, brand identity should be a focus.

It might feel harder for staff to feel connected to their company when they work from home. 

After all, when they are in the workplace they are surrounded by their colleagues and there are also many tangible reminders of the brand identity that everyone is working towards.

But if staff themselves are not plugged into the brand identity of a business, it is going to be harder to convince customers. The brand of a company is only as strong as the employees who have to deliver that vision on a daily basis.

Integrating remote workers is a challenge, but there are plenty of options for companies to use. 

Virtual social events, which can improve networking within the business, have become a popular way to keep people connected to each other.

Businesses can rest assured that people will notice how they behave during the pandemic.

Companies seen to be not looking after their staff in the right way will be remembered and may see their reputation take a hit as a result.

Protecting brand identity at this difficult time is therefore a must, even if it evolves somewhat.

Without a coherent brand identity to lean on, companies will find it hard to emerge from the coronavirus in one piece.

There are tough times ahead, but this is not the moment to neglect the brand identity of a firm.