Brand identity is nearly as important as the brand itself.
Don’t believe me?
Open up a burger joint and call it McDonald’s. You’ll have a sternly worded letter from a corporate attorney before you get to the end of this sentence.
McDonald’s, for all its flaws, has built a strong brand identity through consistent marketing and consistent product delivery.
A Big Mac in California tastes the same as one in Wyoming and, aside from sales tax fluctuations, it costs almost the same, too.
It comes in the same size box with the same package markings and it’s handed to you by someone wearing the same style uniform.
Part of having an effective brand is knowing that regardless of where your goods come from, they’re all the same. That’s something McDonald’s has mastered.
