Brand Identity: Definition, Elements, Benefits

• Brand identity encompasses what you do/say and how people feel about your brand.

Brand Identity Definition

• Elements identifying and differentiating a brand from competitors, like name, logo, and color, trigger recognition in the marketplace.

Defining Brand Identity

• Brand identity elements must be designed to project a desired image.
• The brand owner can control the design aspects of a brand identity, but consumers decide their opinion.
• Core components of brand identity will gain significance through consistent positive brand experiences. These elements include names, straplines, logos, mascots, colors, typography, and aesthetics.

Discussion Points for Brand Identity

• The process of creating a brand identity should be discussed.
• How to ensure a brand identity is successful is a topic for exploration

Benefits of Brand Identity

• Differentiation in the market
• Authentication and clear market positioning
• Articulation of the brand's intended image
• Communication of distinct qualities
• Contribution to the overall brand perception

Elements That Make Up Brand Identity

• Brand's name reflects how it is recognized.
• A strapline serves as the brand's motto and a quality statement.
• A logo functions as the brand’s signature mark for authentication and identification.
• A mascot is a symbolic character representing the brand, often inspired by nature.
• Color is a chosen color palette.
• Typography constitutes the brand’s typeface or handwriting style.
• Aesthetic defines a brand’s overall style, appearance, and tone.

The Importance of a Brand Name

• Choosing a brand name should involve careful consideration.
• A name carries preloaded associations that can create opportunities or limitations.
• The right brand name can provide a brand with an advantage.

Considerations for Brand Name

• Building a good reputation around a name turns it into a valuable asset.
• Color, logo, and visual imagery may change, the brand name will likely remain.

Types of Brand Names

• Family names: Using a family's surname as the brand name.
• Descriptive names: Clearly describing the brand or its offerings in the name.
• Invented names: Creating a completely new and unique name.
• Symbolic names: Employing a metaphor to represent the brand.
• Abbreviated names: Using an acronym as the brand name.
• Geographical names: Referencing regional characteristics.
• Foreign-sounding names: Creating names with exotic or international appeal.
• Modular names: Building names based on the core brand.

Strapline Characteristics

• Summarizes the brand's proposition effectively.
• Should be memorable and easy to recall.
• Effective taglines often integrate into popular culture.
• A strapline defines the brand's idea concisely, in usually five words or less
• Establishes the brand's tone; often the first words people associate with it.

Guidelines for Strapline

• Must align with the brand’s key criteria.
• Easy to remember.
• Positive or emotional.
• Legally protectable.
• Authentic, unique, and credible.

Traits of Successful Taglines

• Strong taglines grab attention.
• Lasting taglines tie into the product or service.
• Memorable taglines convey a story.
• Powerful taglines highlight what makes the product unique.

The Role of the Logo

• Logo is the brand’s signature that authenticates and promises the brand experience.
• Logos are graphic devices using symbolic, typographic, or abstract forms.

Logo Terminology

• Icons
• Signatures
• Logotypes
• Trademarks
• Wordmarks

Key consideration for logo design

• No single format guarantees success.
• Global brands often merge symbols and text, like KFC, HSBC, and Microsoft.

Brand Logo Evolution

• Many brands undergo changes to logos over time.

Criteria for Brand Logo Creation

• Use a professional designer.
• Satisfies important brand criteria.
• Simple and clear design.
• Remains relevant and sustainable.
• The logo should be trademarked.

Mascot Function

• Represents the brand as a character.
• Brand mascots are helpful in representing an intangible product or service.
• Adds dimension to advertising, exhibitions, and promotion and animates a brand's attributes and values.

Brand Personification in Marketing

• Personification involves treating brands as people.
• Research shows giving brands human qualities improves customer connection.
• This connection fosters dialogues and brand loyalty.Must be relevant and consistent to the brand.

Mascot Considerations

• A mascot should be relevant.
• A mascot should be tradmarked.
• A mascot must behave consistently.
• Mascot must deliver the same energy that the brand delivers.

Colour as a Branding Element

• Color is a valuable brand asset.
• Largest brands become associated with specific colors, a trigger for recognition.
• Color choices should be symbolic, personal, and influenced by psychology

The Psychology of Color

• Red associates with passion, danger, and intensity.
• Green represents environment, optimism, and health.
• Yellow shows cheerfulness and happiness.
• Purple relates to exquisiteness and fineness.
• Black suggests power, mystery, and sophistication.
• Blue signals trustworthiness, inspiration, and openness.
• Orange embodies energy, youthfulness, and upliftment.
• Pink conveys innocence, playfulness, and nostalgia.

Colour in International Marketing

• Red in different cultures
• Active, hot, vibrant.
• Used in weddings in some Asian cultures.
• Can be poorly received in African countries.
• Signifies violence, killing, and blood.
• White symbolizes purity, cleanliness, and death.

Typography in Branding

• Typeface influences perceptions based on its appearance.

Typeface Categories

• Serif: Traditional with feet.
• Sans Serif: Modern and foot-free.
• Script: Mimics cursive.
• Display: Decorative and focal.

Guidelines for Choosing a Brand Typeface

• Reflects brand style.
• Avoid all capital letters.
• Careful letters spacing.
• Should be short

Aesthetics in Branding

• Aesthetics is the overall look, feel, and tone of a brand.
• Top brands globally have distinct aesthetics.
• A successful brand provides unique customer experiences with aesthetics.

Aesthetics and Cultural Differences

• Aesthetics are how objects are perceived in aspects of taste and beauty.
• Cultural values differentiate between countries.
• Aesthetic values must be considered when developing a brand or product.

Brand Analysis Inquiry

• Consideration of why one would analyze the brand.

Building a Brand Image

• The sender defines the brand identity, and sends the brand identity informs massages.
• Messages are sent to a receiver and develop a brand image.
• Other influences distort the messaged sent to the receiver.

Kapferer's Brand Analysis Approach

• Having a unique and resilient identity is key.

Core Questions for Brand Analysis

• What are the brand’s aims?
• What differentiates the brand?
• What needs are met by the brand?
• What are the brand’s core values?
• What is the field where the brand is competent?
• What makes the brand recognizable?

The Brand Identity Prism

• Illustrates the intersection of how a brand wants to be and is viewed, bridged by its essence.

Kapferer’s Brand Identity Prism

• Physique: Tangible aspects.
• Personality: Brand's voice.
• Culture: Values and origins.
• Relationship: Brand-customer connections.
• Reflection: Target audience traits.
• Self-projection: Consumer’s self-image.

Final Thoughts on Branding

• The element distinguishing brands stems from consumers’ perception. This combines the total perceptions and feelings about the brands attributes, name, performance and associated company.

Explore brand identity: elements that differentiate a brand from competitors, like logo and color. Discuss brand identity creation and ensuring its success. Learn the benefits: market differentiation and clear positioning.