Three Ways In Which Your Brand Identity Affects Your Profitability.

Gone are the days in which features and functions alone can win the battle for profit. In today's highly competitive market, more is needed. What could that possibly be?

Emotional connection between consumer and brand.

In fact, every favourite brand that comes to your mind is likely there because of an emotional connection you have with it. Häagen-Dazs. Pepsi. Rolex. The first thing you likely think of isn't the product specifications. The very first, subconscious thought that likely comes to your mind is how you feel about the brand and how it enhances your life. Indulgence. Youth. Prestige. Your emotional connection with the brand, whether a connection exists or not, and whether that connection is a positive one or a negative one, affects your purchase decisions. Whether you will buy one brand versus another. How much you will pay for one brand versus another. Nike, for example, enjoys a substantial edge in margin over its competitors - thanks to emotional differentiation. Branding clearly affects profits.

But how exactly does it do this? Brand identity affects your profitability in three key ways.

1. Differentiation
   A strong brand identity can provide a clear and defined reason for a customer to do business with you. Differentiation means that your brand can appeal to your prospects' specific needs and wants and will be recognized and remembered when it's time to make a purchase decision.
2. Perception
   A strong brand identity affects perceptions. The perception a consumer has of your company and the quality of your product will determine whether or not they will buy from you, and how much they are willing to pay. Moreover, companies with strong brand recognition are more valuable than non-branded companies to investors, partners and top-talent job-seekers.
3. Loyalty
   A strong brand identity generates a recurring stream of profit via repeat and referral sales, significantly reducing cost-of-sales.

What about your brand? How clearly are you visually communicating your brand in all of your marketing efforts? Are your advertising efforts just another expense, or are they truly an investment that is generating long-term profit? Are you benefiting from a relationship with a brand identity design house that has the expertise and perspective to make sure that your brand identity is working hard for you?

Mindspin helps organizations increase awareness and profits by managing their brand identities. We are at our best working with visionary individuals and ambitious enterprises. Each year, Mindspin develops numerous brand identities and marketing tools - print literature, online communications, environments and packaging - that aid businesses in developing better leads, introducing new products, breaking into new markets and improving market perceptions. Mindspin was founded in 2000 as a creative design partner to growth-oriented businesses. From company name to corporate literature to website, Mindspin is all about building and leveraging your brand identity.

Your brand identity is currently affecting your profitability. Whether this effect is positive or negative is up to you. Call toll free 866-MINDSPIN to manage your brand identity and increase awareness and profits.

Tanja Neil
Creative Thinker & President,
Mindspin® Studio Inc

A believer in doing things right the first time, Tanja Neil saw the need for stronger brand identities and clarified messages in business marketing and advertising efforts of Ontario businesses. To meet this need, Tanja launched Mindspin in 2000. Since then, she and her team have helped numerous organizations - local, national and international - accomplish their marketing goals. Due to her highly creative standards, Tanja has led the development of marketing communications that have received awards, showcasing and publishing.

As a person who loves to work hard while giving to others, Tanja is a founder and active chair of the The CatWalk, a non profit organization of volunteers that plans annual events to raise funds for a local charity. Tanja has also served as the Brant Toastmasters vice-president of public relations, as Brantford Chamber of Commerce ambassador, and as the Habitat For Humanity Women Build Steering Committee chair, Awareness Committee chair and Workshop Committee chair.

Tanja is an avid rock climber and also enjoys squash, tennis, Tai Chi and hiking. People are drawn to her for her strong capacity to listen, as well as her inquisitiveness, thoroughness, broadmindedness and ethics.