What Is Brand Identity?Brand identity is the visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand 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: Show
Brand image is the actual result of these efforts, successful or unsuccessful. Key Takeaways
Brand IdentityUnderstanding Brand IdentityBrand identity in many ways is the visual (symbol or illustration) aspect of a brand. Think of the Nike 'swoosh' or Apple's apple—those are two instances where the identity of a brand is connected with a symbol or visual aspect. Building brand identity must have a strong visual image to link the brand. A brand identity is compiled of various branding elements. When you put them together, the identity in many ways is the mascot of your brand. It is how a company expresses and describes itself from the images on its marketing materials, the colors that represent the brand, and how a company markets itself on social media. A strong brand identity strengthens a company's popularity and presence in a competitive market. Beyond saving the company money on promotion, a successful brand can be one of the company's most valuable assets. Brand value is intangible, making it difficult to quantify. Still, common approaches take into account the cost it would take to build a similar brand, the cost of royalties to use the brand name, and the cash flow of comparative unbranded businesses. Nike, Inc., for example, owns one of the world's most instantly recognizable logos, the "swoosh." According to Forbes' "The 2020 World's Most Powerful Brands" report, the Nike brand ranked 13 with an estimated brand value of $39.1 billion, even though, in a world devoid of brand perception, taking the swoosh off of Nike's shoes and apparel would change nothing about their comfort or performance. The top brand on the 2020 list was Apple, with an estimated brand value of $241.2 billion. Building Brand IdentityThe steps a company should take to build a strong, cohesive, and consistent brand identity will vary, but a few points apply broadly to most:
Building a brand identity is a multi-disciplinary strategic effort, and every element needs to support the overall message and business goals. History of Brand IdentityNational, religious, guild, and heraldic symbols, which we might see as analogous to modern branding, go back millennia. The modern practice dates to the industrial revolution; however, when household goods began to be produced in factories, manufacturers needed a way to differentiate themselves from competitors. Thus, these efforts evolved from simple visual branding to advertisements that included mascots, jingles, and other sales and marketing techniques. Many companies claim to have the oldest trademarked brands: Twinings Tea, Stella Artois, and Levi Strauss. Special ConsiderationsBuilding a brand identity is a multi-disciplinary strategic effort, and every element needs to support the overall message and business goals. It can include a company's name, logo, and design; its style and the tone of its copy; the look and composition of its products; and, of course, its social media presence. Apple founder Steve Jobs famously obsessed over details as small as the shade of gray on bathroom signs in Apple stores. While that level of focus may not be necessary, the anecdote shows that Apple's successful branding results from the intense effort, not just luck. But building brand identity isn't just for the big leagues. All companies, both small and mid-sized businesses, should build a strong brand identity. Why Does Brand Identity Matter?Brand identity matters because without it, customers are not able to recognize a brand easily. A strong brand may helps sell a company to consumers. What Makes a Good Brand?A good brand has a clear focus, strong visuals, is familiar with its target audience (family versus mature audience, for example) and is easily recognizable in a sea of similar brands. What Are Famous Brands?Nike, Mcdonald's, Apple, Google, Disney, and Amazon have some of the most recognizable and valuable brands. Is the image that a product has in the mind of the consumer?Positioning is an essential part of launching your product and company in the market. Positioning creates an image of your company's product in the mind of your target customer. The term “positioning” should be viewed both as a verb and a noun.
What is image in business?Image Definition: The perception people have of your business when they hear your company name. A business's image is composed of an infinite variety of facts, events, personal histories, advertising and goals that work together to make an impression on the public.
What is the perceptions of the brand in the minds of customers?Your brand perception is how consumers perceive you. It's influenced by everything from your advertising to a review and everything in between. If consumers view your brand as negative, they'll automatically look elsewhere.
How would you create a positive image in the mind of the customers?Here are some useful tips that will help.. Understand and Deliver What Customers Value. Always remember that continuously enhancing the value of your business strengthens your market position and increases demand for your products. ... . Take Initiatives to Build Credibility. ... . Focus on Multichannel Customer Support.. |
