08 Feb Brand Identity: An Asset, Not a Cost Center
Is your brand identity on your balance sheet? It should be.
Too many leaders treat branding as a cosmetic expense. A logo refresh. A campaign line item. Something to trim when budgets tighten. In reality, strong brand identity is a long-term asset that compounds over time.
Think of it like equity. Every positive customer interaction adds value. Every moment of trust builds leverage. Over time, this accumulated brand equity allows you to command premium pricing, generate organic word of mouth, and create a competitive moat that’s difficult to copy.
There’s an important distinction here:
Corporate identity is visual consistency.
Brand identity has an emotional meaning.
One maintains recognition. The other creates devotion.
Brand identity is the soul of your business. It’s why customers remember you, choose you, and recommend you.
Reflection: Are you treating your brand as an expense to manage or an asset to grow? What customer touchpoint could you strengthen this quarter to build more long-term brand equity?
Best,
BJ