A brand can also be referred to as a label, because its purpose is to help people identify a company or a product line. The more readily that a customer can identify a company, the more they will think about it over other companies. When the customer is in need of something, they will go online and research which form of that item will be the best for them. Whichever product they research the most, they are likely to buy. The more information that the customer has on a particular product, the more confident they will be in the decision to buy it.

As the customer looks for the things they want, they need only look around and they will see brand identity development in the works. A brand is the most basic image by which a company can be recognized. For McDonald's, the golden arches are known around the world, and is a prime example of carrying so much information in so minimal of a character as a double arch. The single arch, of course, means something entirely different; people will think of the American city of St. Louis with its gateway to the west monument. The reason why a single character can be used as a brand in this context is because it has covered a wide area of exposure, and has a strong foothold in the media and social outlets.

McDonald's, used again as our example, did not always use only the golden arch as their symbol or their brand; it used to be accompanied by the name. I remember only a few years ago when this was still the case. Commercials by McDonald's during the early and mid 1990's would end with the brand of the golden arch, but would also have the name of McDonald's within it. Between then and the year 2000, McDonald's went through some brand identity development of their own. They met together as a committee and decided for their marketing team that they had enough traction to remove the name from the golden arch, in an attempt to be more minimalist and simple in their advertising. This turned out to be a very smart move because they no longer had to translate the name into other texts for languages that did not share characters with English. Every business, both small and great, need to constantly apply brand identity development.

Since the media is the primary way that people will become familiar with and brand, it is important to keep up with the trends that the media is undergoing. With almost any company that intends to have a strong market share, they will depend on the media to relay their mission statement to the customer in a form of an appealing advertisement. These advertisements will accomplish several objectives; first, they need to get the customer's attention. Simply getting the customer to notice a company can be difficult because it may not stay in the customer's memory for long. The second step in this process is to help the customer remember.

If the message is strong enough, the memory of it will stick, and they will recall the information again when they see the company's brand. Now, there are adjustments that should be made along the way, which is why brand identity development never stops. The customer will show different concerns that need to be addressed, and these concerns will always be changing. If a company neglects to change with the tides of media, it will be seen as stiff and static, and customers will refuse to give their attention to those specific advertisements. You can make the media work for you by leading the trend of advertisements with brand identity development.