Brand Identity & Analysis

Brand Identity & Analysis

• Brand identity encompasses elements that define and differentiate a brand from competitors
• Brand identity includes what the brand does and says, and how people feel about it.
• Defining elements differentiate a brand from competitors

Brand Identity Definition

• Elements that identify and distinguish a brand from competitors
• Examples include name, logo, and color
• Powerful triggers that lead to brand recognition in the market place

Elements of Brand Identity

• Name: How the brand is known.
• Strapline: Brand's motto, expressing quality.
• Logo: Brand's signature mark, used for authentication and identification.
• Mascot: Symbolic characterization, often drawn from nature.
• Color: Chosen color palette.
• Typography: Brand's font, like handwriting.
• Aesthetic: The overall look, feel, and tone of voice.

Benefits of Brand Identity

• Enables differentiation.
• Authenticates and positions the brand.
• Expresses the identity project.
• Offers unique qualities to the target audience.
• Contributes to overall brand perception.

What is Brand Identity?

• Brand identity is designed to project how the brand owner wants the product, service, or organization to be perceived
• Brand owners can control the design of identity elements
• Consumers' opinions are based on their experiences with the brand

I-Name

• Choosing a brand name is similar to naming a baby.

• Brand names come with existing associations, which can create opportunities or close doors.

• A well-chosen name can provide a brand with an advantage.

• A good name, associated with good reputation, forms a valuable asset

• Visual elements of brand identity, such as color, logo, and images, may evolve over time, but the name is the least likely to change.

Classification of Names

• Family names: Placing the family name as a brand
• Descriptive names: Naming a brand descriptively
• Invented names: Naming a brand from scratch.
• Symbolic names: Naming a brand metaphorically
• Abbreviated names: Acronyms
• Geographical names: Based on regional characteristics.
• Foreign-sounding names: Made-up names.
• Modular names: Based on core brand.

2-Strapline

• A great strapline summarizes the brand's proposition.
• It should be memorable, ideally not exceeding 5 words.
• Effective straplines often become ingrained in popular culture
• Straplines clarify the brand idea in a few words
• Typically the first words that come to mind when thinking of a brand
• Should support key brand criteria, be short & easy to remember, and deliver positive messages
• Should be legally protected, authentic, unique, and credible

Consideration for Brand Strapline

• Supports key brand criteria
• Easy and short to remember
• Delivers emotional or positive message
• Legally protected
• Authentic, unique, and credible.

Successful Taglines

• Strong taglines make listeners pause; e.g., "The ultimate driving machine."
• Enduring taglines are specifically tied to products or services; e.g., "Just Do It."
• Memorable taglines tell stories; e.g., "Have a break – have a KitKat."
• Powerful taglines showcase product uniqueness; e.g., "Melt in your mouth, not in your hand."

3-Logo

• Logo is the brand's signature, identifying and promising brand experience.
• Logos are graphic devices that can use symbols, typography, abstract forms, or combined elements.
• Terminologies: icon, signature, logotype, trademark, wordmark
• No particular format ensures a successful logo.
• Highly successful global brands use logos combining symbol and typography.

Consideration for Brand Logo

• Employ a professional designer
• Logo should satisfy key brand criteria
• Logos should be simple
• Maintain brand sustainability over a long period
• Should be trademarked.

4- Mascot

• A mascot is a character representing the brand.
• Mascots are beneficial for intangible products or services
• Mascots can make brands more engaging in advertising, exhibitions, and promotions.

Consideration for Brand Mascot

• Should be relevant
• Trademarked
• Consistent behavior, reflecting the brand's energy

5- Color

• Color is a vital brand asset.
• Common and impactful colors are linked to certain brands
• Choice of color can be symbolic, personal, or psychologically influenced.
• Carefully chosen color serves as an immediate recognition trigger.
• Common colors include red for Coca-Cola, brown for UPS, and blue for IBM

Consideration for Brand Color

• Colors should reflect brand positioning
• Avoid negative connotations in other countries
• Ensure clarity in grayscale
• Maintain sustainability over time
• Avoid confusion with other brands

6- Typography

• Typography is the brand's "handwriting", creating assumptions about an organization based on its typeface choices.

Typeface Categories

• Serif, Sans Serif, Script, Display

Consideration for Brand Typeface

• Should reflect the brand's style
• Avoid using all-capital letters
• Avoid exaggerated spacing

7- Aesthetic

• Brand aesthetic encompasses the look, feel, and tone of voice.
• Successful brands have distinct looks, feels and tones of voice.
• The brand's aesthetic needs immediate association with the brand experience

Product Placement

• Product placement involves featuring products in movies or other media with visible logos
• Logo placements trigger viewer attention and purchasing interest
• Product placement is when a product appears in a famous movie with the logo of the brand placed.

Brand Analysis

• Analyzing a brand helps uncover why it functions or doesn’t

Building a Brand Image

• Brand identity informs brand image.
• Messages send a specific brand image
• Receiver's perception can be distorted by other influences

"Kapferer Approach to Brand Analysis"

• Having an identity means being true to oneself, driven by personal goals.
• The identity differentiates from others and is resistant to change

Brand Analysis By Answering the Following Questions

• What is the brand's vision and aim?
• What makes it different?
• What needs does it fulfill and what are its permanent natures?
• What are its values?
• What is its area of expertise and legitimacy?
• What signs make the brand recognizable?

The Brand Identity Prism

• The model describes how brands communicate to the outside world through six essential elements.
• Physique: The tangible aspects of the product.
• Relationship: The bonds fostered with customers
• Culture: The organization's history, values, and heritage
• Reflection: How the customer sees themselves in relation to the brand.
• Self-Projection: The emotional connection the customer develops with the brand
• Personality: Personification of the brand
• Brand essence: Overall message of the brand.

Next Step

• After expressing brand strategy through the brand identity, one should evolve the brand culture

• End of Chapter 3

Explore the essential elements of brand identity, including names, logos, colors, and typography, that help distinguish a brand from its competitors. This quiz will enhance your understanding of how these components contribute to brand recognition and positioning in the market.