How the Lack of Brand Identity Can Affect Your Sales Performance


For a company in the food and beverage industry, creating a smart brand identity is key. It's what makes the products and services you sell unique or distinctive compared to your competitors.

Brand identity is all the visible elements, such as logo, design, slogans, and color scheme, that identify and distinguish your brand in the mind of the consumer. It’s the images, words, and thoughts that come to the consumer’s mind when they engage with your brand and how it makes them feel. 

Having a brand identity isn't just for large corporations. Actually, all businesses can use it to win a place in the customers' hearts and minds. Your company can communicate its brand and passion for the products or services you sell through the logo, product packaging, marketing message, and website. 

But what if you neglect your business' brand identity? Well, this can affect your sales. Here's how!

Fewer return customers

When customers buy a product or service, the experience they receive is the key element that persuades them to buy from that brand again. Maybe it’s because your beverage is associated with pasta nights with friends or your brand of chocolate chip cookies has that homemade look and feel.

So by preferring what your company offers, these return customers are increasing your brand's value.

brand identity

Customer loyalty helps your brand penetrate the market more effectively and either maintain or increase market share. 

With no brand identity, the experience received by customers buying your product isn't defined or is completely lacking and won’t stand out in their minds; therefore, fewer will be prone to buy from your brand again.

Without brand identity, you can't impact brand awareness and growth much

Brand identity impacts two crucial factors for your company's growth: customer-based brand equity and brand awareness. As brand identity is how customers perceive your brand and how they feel about it, it's super important for brand awareness and growth. 

Together, these elements create a clear picture of your business' values and mission and leave customers with a positive impression, which generates brand awareness among the target market. 

brand awareness

With no brand awareness, it's very difficult to generate new revenue, expand your market, and create growth opportunities. 

When brand identity and brand awareness are high, you create customer-based brand equity, which is your brand's value through your customers' eyes. 

Companies with high customer-based brand equity have more chances to be trusted and recommended by consumers. Hence, they are more likely to build a loyal customer base, which increases sales, profitability, exposure, and growth opportunities.

How to build a strong brand identity in the food & beverage industry?

Brand identity is one of the aspects that’s going to entice customers to choose your brand rather than a competitor's. Here are the main steps to build a brand identity that drives sales for your business.

Choose an attractive color scheme

banding design

The colors you pick have a key role in your audience's psychological appreciation. By choosing attractive and suitable colors and patterns, you can highlight the products' attributes and attract customers to your brand.

For instance, if you're selling a peach iced tea, you'd encourage more people to be attracted to the product with an orange color scheme.

Go for a unique logo


A unique logo will make your brand easy to remember. It's essential that it reflects your mission and vision, as well as creates a memorable point of connection.

You know those brands that don't even have to show their name because people recognize them by their logo? That's what you should aim for.

You might be tempted to create something that's currently trending, but don't fall into this trap. 

The trend will pass and going through a rebranding process is pretty costly and time-consuming. Instead, go for a timeless logo that works for what the brand is selling and is easily identifiable.

Know your brand essence

If you could describe your brand using a few words, which would it be? The brand's essence is part of the brand identity and it should be based on what you want customers to experience when they use your products - we've talked about this at the beginning of the article.

For example, if you sell an organic, vegan, peanut chocolate bar, you can use the words 'vegan', 'organic', and crunchy’ to describe it.

Define your value proposition

The value proposition is a brief statement that brings together the product's unique benefits and values. Put another way, it's what sets you apart, what you do better than your competitors, and what you can give that no one else can.

For defining your value proposition, you need to know where your customers are, how you want to be perceived by them, and how you will help them. Ask yourself the following questions:

➔ Where are my customers? (social media platforms, countries, continents, etc.)

➔ Who will benefit the most from my product?

➔ What are my customers' needs?

These answers will help you define the brand's value proposition. 

Considering all these aspects, you'll be able to build a brand identity that’s perfectly tailored to your customers.

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