Brand identity once stood as a cornerstone of business success. It was the pulse of a company’s personality, setting it apart in an ocean of competitors. From the logo to the tone of voice, brand identity was more than just a marketing tactic; it was a long-term strategic asset that resonated with consumers.

But in recent years, we’ve seen a shift. Something essential has begun to wane, and brand identity is slowly becoming a dying art. Below, we explore 11 reasons why this is happening.

1. The Rise of Short-Term Thinking

Today’s market thrives on instant gratification. Marketers and businesses have turned their focus to campaigns that deliver fast, measurable results, often at the cost of long-term brand identity.…

If you want your business to succeed, one of the things you need to take seriously is branding. Your company’s unique identity is what sets it apart from everyone else, a representation of your story and goals to your customers. Take Dunkin Donuts’ latest rebranding, for instance — dropping the word “Donuts” from their name. This is their effort to show their vision of becoming the “store of the future.” As a customer, you will not go to Dunkin just for their donuts anymore, but for their coffee, sandwiches, and shakes as well.

As a small business, your job to create the kind of identity that differentiates you from everyone else may be challenging.…