The Importance of Establishing a Strong Brand Identity

By February 26, 2014 Creative 2 Comments

Establishing a strong brand identity is a timeless marketing necessity. In fact, it’s so timeless that this blog post from 2014 still rings true for the many marketers who stumble upon and continue to read it today. An oldie but a goodie, we think our 2016 audience will find value in our 2014 advice.


Fathom recently created and released the 2014 edition of the Fathom Brand Guide – an 80-page document that functions as a toolbox for individuals throughout the organization to utilize and maintain a strong and effective brand image.

Why is it so imperative to establish and define a brand image?

First, you must understand that a brand is a promise. A brand is an asset.

A page from the 2014 Fathom Brand Guide

Click here to check out Fathom’s Brand Guide

When defining and creating a brand for your business, it’s important to understand who you are as an organization, and how you want to be perceived in the market. A brand affects what your audience, clients and prospects believe about you from a visual perspective. Think about it as a “visual first impression.”

When establishing a brand identity, the practice of personifying your company is an incredibly useful exercise. Accompanied with intricate audience persona research and development, mapping out your core values, mission statement and differentiators will guide you as you map out your company’s exterior-facing identity.

At Fathom, we’ve established our brand as a unique mix of optimism, trust, balance, dependability, confidence, leadership and strength. It portrays an environment of expertise and professionalism that our customers will experience, should they invest in Fathom and its people.

A strong and compelling brand is essential. It is not a mental exercise or a marketing campaign. It is a vital component of your organization, and its strength and clarity directly impact your success in fulfilling your company’s mission.

But how do you build a brand?

Repetition. Brand value emerges as all messengers tell your story consistently. When an effective message is presented in a disciplined, passionate and consistent way, the whole becomes greater than the sum of its parts.

Building a strong brand requires discipline. The key component of a unified image is unified behavior.

A brand is your most valuable asset. Used correctly, it is the simplest way to communicate to your customers and audience that trusted experts are enhancing their business with the latest advances in your company’s area of expertise.

The collection of these thoughts and ideas, the brand guide, is the inclusion of a simple, clear and focused articulation of the company as it is to be portrayed both visually and personally. It can directly influence the mood of your audience, and – more importantly – those within your organization. A strong brand can build confidence, optimism and respect from those who support it the most.

Steve Kozak

About Steve Kozak

Ensuring that Fathom’s brand is consistent and always future-focused - monitoring marketing trends and serving as the point-person for developing, implementing and executing marketing & creative initiatives and activities - Steve's objective is to empower brand champions that share and extend Fathom's reputation and goodwill far beyond the reach of our target customers and ideal clients.He has been a member of Fathom's creative team for almost eight years, serving as a motion graphic animator, Director of Video Production, agency Creative Director, and currently as Brand Manager. Steve is a graduate of Kent State University with a Bachelor's degree in Digital Media, and currently lives and operates in beautiful Cleveland, Ohio.

2 Comments

  • Brand Image is matter of utmost importance. A business must give a deep thought for what they stand for and portray it through their brand clearly.As you have said that effective message if presented in a disciplined, passionate and consistent way through story telling it can certainly create a better brand image.Today it can be achieved with advanced transmedia technology.Though there are many ways available today to create a brand value,but transmedia holds the edge over all other methods.A single user today owns and works on multiple devices.Therefore,it has become essential to use all the platforms for interacting and creating the brand value.

  • Logan Scott says:

    I agree with Chris that Transmedia technology can play a very important role in building a brand name.Transmedia can attract fresh customers,but what about old customer .How can we improve the level of satisfaction of existing customer.In actual,existing customer are our real brand ambassador.With word of mouth they can make or break our brand image in a second. CRM software is another gift of technology which can drastically impact the customer service levels.Small business can too use CRM’s like onsitecrm (http://onsitecrm.com/) to maintain a strong brand image.

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