Notes on Building an Effective Brand Identity

Notes on Building an Effective Brand Identity

1. Investopedia defines Brand Identity as “the visible elements of a brand, such as color, design, and logo, that identify and distinguish the brands in consumers’ minds. Brand identity is distinct from brand image. The former corresponds to the intent behind the branding and the way a company does the following—all to cultivate a certain image in consumers’ minds; designs its logo, uses colors, shapes, and other visual elements in its products and promotions, crafts the language in its advertisements and trains employees to interact with customers.” The brand image is the result of these efforts, be it a success or not.

2. Brand Identity is the face of the brand. It consists of various elements; logo or wordmark, different logo variations, key brand colors and color palette, typefaces, typographic treatments, a consistent style for images and content, a library of graphical elements and a style guide.

3. Creating Brand Identity and its practice started way back in the Industrial Revolution. Manufacturers of goods needed a way to differentiate themselves from their competitors.

4. Brand Identity is one of the most effective ways for an entity to gain a competitive edge in a dynamic and aggressive market.

5. Building an effective brand identity is a multi-disciplinary effort that requires collective and consistent effort to support the overall message and the organization’s goals.

6. If there’s one notable company that championed this area, that would be Apple. Founder Steve Jobs was known to be obsessed over details that even the shade of gray in Apple’s bathroom should be correct. It may not contribute directly with the company’s sales but this attitude proved that success in building brand identity lies not in serendipity but intense effort.

7. According to Investopedia, there are four steps to building an effective brand identity.

7.1. Conducting SWOT Analysis. This will help managers and decision-makers understand the company’s state that will be crucial in establishing their goals and steps in achieving it.

7.2. Determining Key Business Goals. Brand Identity shall help fulfill these goals. If key business goals are recognized, strategists will know what ads will appeal to the market, where to put the marketing materials, what platforms shall be used and such.

7.3. Identifying Customers. It includes conducting surveys, convening focus groups and holding one-on-one interviews. It can help a company identify its consumer group.

7.4. Determining the Personality and the Message it wants to Communicate. The company needs consistent perception from the people rather than putting all positive traits. It must focus on a specific set. Elements including copy, imagery, cultural allusions and color schemes must all align and coherent.

8. In building brand identity, consistency is the key. If the message and marketing are consistent, it will make the brand identity cohesive and thus will translate into sales.

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