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What is Brand Identity?


The simple definition of brand identity is how you want the market to perceive your product or brand.

Brand identity includes elements like colors, design, logo, name, symbol and tag-line. But it also involves intangibles such as thinking, feelings and expectations.

It takes time and patience to develop an effective brand identity. However, if done well it is certainly worth the effort.

 

What are the uses of Branding?

  • Sets you apart from your competitors
  • Improve brand awareness
  • Represent the brand promise
  • Establish synergy throughout all communication methods
  • Generate active buyers

 

If you a strong brand identity, this will lead to the things listed below:

  • Brand loyalty and trust
  • Brand preference
  • High credibility
  • Good financial returns

 

So, before moving forward, you might ask, where should you start? When it comes to creating your own brand identity, you need to consider using the following things:dreamstime_s_18922111

  • Logo -The symbol of your business
  • Tag-line – This defines your business to your audience
  • Stationery – Letter-headed paper, business cards
  • Marketing materials – Catalogues, promotional flyers
  • Products and packaging – What you are selling and what packaging it comes in
  • Signage – For your office, car, stickers and give aways
  • Emails – How you will be contacted

 

Brand identity stems from an organization, i.e., an organization is responsible for creating a distinguished product with unique characteristics. It is how an organization seeks to identify itself. It represents how an organization wants to be perceived in the market. An organization communicates its identity to the consumers through its branding and marketing strategies. A brand is unique due to its identity. Brand identity includes following elements – Brand vision, brand culture, positioning, personality, relationships, and presentations.

Pretty much to say brand identity is a bundle of mental and functional associations with the brand. Associations are not reasons-to-buy, but provide familiarity and differentiation that other companies would not be able to replicate.

 

Here are some examples of trademarks used by leading brands

  • dreamstime_s_39918897Signature Tune of Britannia  – sounds like “ting-ting-ta-ding”
  • Trademark Colors of Pepsi – Blue color with Pepsi name
  • Logo of Nike brand – the Check Mark
  • Tag-line of Apple – “Think different”

Brand identity is the total proposal/promise that an organization makes to consumers. The brand can be perceived as a product, a personality, a set of values, and a position it occupies in consumer’s minds. Brand identity is all that an organization wants the brand to be considered as. It is a feature linked with a specific company, product, service or individual. It is a way of externally expressing a brand to the world.

 

A Brand or brading refers to the perceived image and subsequent emotional response to a company, its products and services. It also represents the conversation that customers are having with each other about the company, and how that spreads. My favorite definition about brand is the one Seth Godin gave: A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.

 

Brand Identity is meant for internal consumption. Once developed, the best practice is to internalize it up and down the organization, so that everyone making decisions that impact the brand is working from the same understanding. Strong brands have well-defined ‘edges’ – everyone in the organization knows where the edges lie and how to respect them. Disney Cruise Lines do not have a casino and never will, despite the potential for generating revenue. Ronald McDonald will never march in a gay pride parade. These are extreme examples, but the difference between a clearly defined brand and a fuzzy one often rests on the ability to discern boundaries.