Brand identity is what distinguishes the brand from others: its personality and visual character. For customers, it's what they think of when they think of the brand, which usually consists of its elements such as name, logo, slogan, colours, and design.
A strong brand identity makes the brand more recognisable – customers can easily differentiate your brand on the market and remember it. This allows customers to build an emotional relationship with the brand and strengthen their loyalty. Customers can also then perceive the brand as one with increased value, as they will see their connection and well-thought-out brand as proof of its quality and reliability. A brand identity also contributes to consistency, as you display it similarly across all touchpoints.
A strong brand identity relies on thorough research. A brand identity should be unique (so different from the competitors) but also match your target audience. And as it is with many things, consistency is key. The visual aspect, tone of voice, and other elements should be consistent across all touchpoints to reap the rewards of a brand identity. That's why you should invest in professional design. An experienced design team will provide you with a well-designed logo, typography, and colour palette to make the brand identity memorable and effective.
As for the things to avoid when developing a brand identity, you shouldn't ignore your target audience. Your brand should reflect their values and needs so that they can bond with your brand. And while some changes may be necessary over time, you shouldn't try to change it too often or the customers will be confused and won't remember it. Last but not least – don't try to be everything to everyone. Choose what you want your brand identity to be and stick with it. The unique qualities and values will speak for themselves. If the brand tries to be too many things, it risks being easy to forget.