How to unlock growth through a powerful brand identity: Your questions answered

In September’s member exclusive webinar, Max Stricker, a marketing consultant and course director at CIM, discussed the importance of building a powerful brand identity through a combination of attention and relevant associations. He highlighted the challenges of information overload and the inefficacy of attention alone in building a consistent and strong brand identity.

Throughout the session, there were lots of questions from attendees, so the CIM team caught up with Stricker to hear his answers to some of your most pressing questions. 

1. Brand identity and brand reputation – what is the difference?

Brand identity and brand reputation are related but distinct concepts. Brand identity refers to the mental associations a company wants to build in the minds of its audience, this includes visual, auditory, and sensory assets, as well as category entry points. 
Brand reputation, on the other hand, is shaped not just by what the brand owner communicates, but also by public perception and external influences such as media, competitors, and customer experiences. 

2. What can help to build distinctiveness for relevant associations? 

There are general types of associations that are relevant across all industries, such as visual assets (logos, colours), auditory cues (jingles), and category entry points (situations when the brand is considered). These can be built through consistent messaging, media mastery, and creative execution tailored to the industry.

Using a single, distinctive colour can be more effective than multiple colours in building brand identity. A single colour allows you to double down and therefore helps create a strong mental association that improves recognition across touchpoints. Consistency and simplicity are typically key to building lasting associations.

3. How can you create a stronger brand identity when you already have an established brand 'look'?

To strengthen brand identity beyond the visual 'look', consider building associations across other dimensions such as auditory, sensory, rituals, and category entry points. Start with an audit of existing assets and associations, identify gaps (e.g. lack of auditory assets), and develop a strategy to build new associations over time. Once you've decided on what associations to build, focus on consistency and evolution rather than drastic changes.

4. What practical things should we do to create associations to a brand?

To create associations, use the Associative Attention framework. First identify the associations you want to build - distinctive brand assets, category entry points. Then, use creative execution, and media mastery to engrave them in the minds of your audience. For example, in creative execution, using contrast effects in advertising can grab attention and reinforce associations. Or make the association you want to build central to your story in an ad, and not an afterthought.

5. Could a mental association drive customers away from a brand?

Yes, negative mental associations can drive customers away from a brand. Brand identity is what a company wants customers to associate with it, while brand image is what customers actually perceive. External factors like media coverage, competitor actions, and social discourse can influence brand image. For example, Starbucks faced backlash in the UK due to tax-related news, which negatively impacted customer perception.

6. Is brand identity building different for B2B companies? 

No, the same association and brand identity principles apply for B2B and B2C categories. But what the associations are and the touchpoints you use to communicate them will differ.

In B2B businesses, you may also need to consider different stakeholders and that their needs (category entry points) are different. For example, the procurement team may prioritise payment terms. The project sponsor may want a guarantee that the service provides the solution they are after. The client project lead may consider clear communications and a swift handling of issues.

7. What do you think are the best metrics and measures to show brand identity is successful before sales are made?

To measure brand identity success before sales, track metrics like brand penetration, category entry point association strength (e.g. network size, mental market share, etc.), and recognition of distinctive brand assets (uniqueness and fame).

Use research to monitor how associations evolve over time. While sales are the ultimate proof, these indicators help assess progress in building a strong brand identity. Are associations more strongly linked to our brand? Are more people associating our brand with the associations? Carry out an associative attention audit to see what areas for improvement are. Based on the evidence, create a plan on what to improve. 

8. What are your thoughts on brand evolution versus brand refreshes? 

Brands should evolve their identity gradually to maintain consistency. Conduct research to understand current associations and identify which ones can be changed easily. Avoid drastic changes unless necessary. Evolution helps preserve existing mental associations while allowing the brand to stay relevant. 

However, while gradual, evolutionary changes are usually best for brand identity building, there are rare cases such as a major crisis or a need to completely reposition where a more radical, revolutionary change is needed. In these situations, a full restage can help shift perceptions and capture a new audience, but it comes with risks. The Tropicana example from the live webinar shows how drastic changes can backfire if a brand ignores existing associations, leading to confusion and lost equity. The recent Jaguar rebrand was a radical change that impacted associations too. In contrast, Twitter's rebrand to X looks like it has succeeded due to extensive media coverage and Elon Musk's influence, which probably helped build new associations quickly.

If you do need a major revamp, start with research: understand what associations your audience currently holds and what you want to change. Plan the transition carefully, communicate clearly, and reinforce new associations consistently across all touchpoints. Even with a revolution, success depends on strategic planning and helping your audience understand and embrace the new brand direction. And if you carry out a 'revolution' acknowledge that the rebuild will likely take some time and require substantial resources. 

9. How can I get started on building my brand identity? 

Start by identifying what makes your business unique - ask people what they value most about working with you and use this feedback to shape your core brand associations. Focus your messaging on these strengths, whether it’s your agility, expertise in a niche, or the personal service you provide. And combine them with the needs of your clients (the category entry points).

Develop a consistent visual identity (logo, colours, tone of voice) and use it across all your touchpoints - website, proposals, social media, and presentations. For small agencies, your people and client stories can be powerful assets, so highlight case studies and testimonials that reinforce your brand’s strengths.

Think about your Category Entry Points: what triggers someone to seek out your business? Make sure your communications address these moments - such as launching a new product, needing crisis comms, or entering a new market.

Finally, be consistent and single-minded in your messaging. Even with a small budget, regular, focused communication and a clear identity will help you stand out and build strong associations in your target market.

Still have questions? CIM members can watch back the webinar with Max Stricker here to learn the frameworks and insights to avoid costly missteps and build a brand identity that resonates, endures, and delivers long-term impact.