Brand Identity & Analysis PDF

3-BRAND IDENTITY & BRAND ANALYSIS DR. NOUF ALRAYES BRAND IDENTITY BRAND IDENTITY DEFINITION The elements that Powerful triggers that identify a brand and Elements such as spark recognition of differentiate it from name, logo, color. the brand in th...

3-BRAND IDENTITY & BRAND ANALYSIS DR. NOUF ALRAYES BRAND IDENTITY BRAND IDENTITY DEFINITION The elements that Powerful triggers that identify a brand and Elements such as spark recognition of differentiate it from name, logo, color. the brand in the competitors. marketplace. THE ELEMENTS OF BRAND IDENTITY Name ➔ how the brand is known? Strapline ➔ the brand’s motto. A quality statement of the brand Logo ➔ the brand’s signature mark; used to authenticate and identify Mascot ➔ a symbolic characterization of the brand that may be drawn from nature Color ➔ the choice of color Typography ➔ the brand’s typeface; the handwriting of the brand Aesthetic ➔ the brand’s style; look, feel, and tone of voice  Essential for differentiation Authenticate and position the brand BENEFITS OF Express the identity project BRAND IDENTITY Offers a unique set of qualities to its audience Contribute to the overall perception of the brand WHAT IS BRAND IDENTITY? The elements of a brand identity are designed and crafted to project an image of how the brand owner would like the product, service or organization to be perceived. The owner of the brand can control the design of the elements. But ultimately the consumers’ opinion will be decided on the outcome of their experience The basic elements of the brand identity (name, strapline, logo, mascot, color, typography, and aesthetic) only acquire value and significance through repeated and favorable association with the brand experience. Choosing the right name for a brand is like choosing a name for a baby. Names come with preloaded meanings and associations that have the power to open some windows of opportunity and potentially 1- NAME close others. Getting the name right can give a brand an advantage. Building a good reputation associated with that name, it will become a valuable asset. 1- NAME The choice of color, logo, and visual imagery may evolve over time, but the brand name is the element least likely to change.  CLASSIFICATION OF NAMES Family names Descriptive names Invented names Symbolic names Placing your family name Naming your brand Naming from scratch Naming a brand using a as a brand descriptively metaphor CLASSIFICATION OF NAMES Abbreviated names Geographical names Foreign-sounding Modular names names Naming based on Naming based on Naming based on the acronym regional characteristics Made-up names core brand A great strapline will summarize the brand’s proposition It should be memorable 2- STRAPLINE Some of the most effective straplines have become part of popular culture The strapline clarifies the brand idea in a few words, no more than 5 words 2- STRAPLINE It is an opportunity to establish the brand’s tone of voice and will typically be the 1st words associated with the brand  CONSIDERATION FOR A BRAND STRAPLINE  It should:  Support the key brand criteria  Be easy and short to remember  Deliver an emotional or positive message  Be legally protected  Be authentic, unique, and credible SUCCESSFUL TAGLINES HAVE:  A strong tagline makes listeners take pause:  „The ultimate driving machine“  , „A diamond is forever“  An enduring tagline is tied specifically to the product/service:  “Just Do it”  ‫ليست مجرد مكتبة‬  A memorable tagline tells a story:  „Have a break - have a kitkat“  A powerful tagline points out how the product/service is unique:  „Melt in your mouth, not in your hand” Logo is the signature of the brand; it identifies, authenticates and promises the brand experience wherever it is displayed 3- LOGO Logos are graphic devices that can be symbolic, typographic, abstract forms, or combination of all three. Terminologies can be used: icon, signature, logotype, trademark, or wordmark No distinct format for a successful logo 3- LOGO Highly valued global brands that use logos based on combination of both symbol and type include KFC, HSBC, and Microsoft  CONSIDERATION FOR BRAND LOGO  Choose a professional designer  It should be:  Satisfying the key brand criteria  Simple  Sustainable overtime  Trademarked A character that Brand mascots It can animate personify the brand. are particularly helpful when a the brand’s attributes and 4- MASCOT product or values and can service is add a dimension intangible. to advertising, exhibition, and promotion EXAMPLES BRAND MASCOT CONSIDERATION FOR BRAND MASCOT  It should be  Relevant  Trademarked  Behave consistently  Deliver the same energy that the brand delivers Color is a valuable The choice of color brand asset and some may be symbolic, of the world’s biggest personal, or brands have become psychologically linked with certain influenced. colors 5- COLOR A carefully chosen Cocacola is red- UPS color is an immediate is brown- IBM is trigger for recognition blue  “”  There is an overwhelming preference for the color blue in the world of business brands but choosing a different color that complements your key brand criteria can significantly help to differentiate your product or services. CONSIDERATION FOR BRAND COLOR  It should:  Reflect the positioning  Avoid any undesirable meanings in a different country  Remain clear when converted to greyscale  Be sustainable  Not be mistaken with another brand COLOR EFFECTS COLOR EFFECTS  It is the handwriting of the brand and we can all make assumptions about what an organization is like based on the typeface 6- TYPOGRAPHY they use TYPEFACE CATEGORIES CONSIDERATION FOR BRAND TYPEFACE  It should:  Reflect the right style of the brand  Not be all capital letters  Not have exaggerated letter spacing  Short BRAND GUIDELINE OF THE BRAND IDENTITY The aesthetic of identity is the look, feel, and tone of voice. 7- AESTHETIC The world’s biggest brands have a distinct look, feel, and tone of voice The brand aesthetic should immediately be associated with the brand experience 7- AESTHETIC Successful brands provide unique experiences that engage senses and emotions. PRODUCT PLACEMENT  Product placement is when a product appear in a famous movie with a clear logo of the brand placed to trigger the viewers’ attention to buy this brand products. PRODUCT DISPLACEMENT  Product displacement is when a product appears in a famous movie with a covered logo of the brand placed. EXAMPLES BRAND ANALYSIS  ? Why would you analyze your brand? BUILDING A BRAND IMAGE Sender Receiver defines Who develops a informs are sent to Brand identity Messages Brand image distort Other influences  “KAPFERER APPROACH TO BRAND ANALYSIS” “Having an identity means being your true self, driven by a personal goal that is both different from others’ and resistant to change” BRAND ANALYSIS BY ANSWERING THE FOLLOWING  What is the brand’s vision and aim?  What makes it different?  What need is the brand fulfilling?  What is its permanent nature?  What are its values?  What is its field of competence? Of legitimacy?  What are the signs which make the brand recognizable  THE BRAND IDENTITY PRISM (KAPFERER, 2012) Picture of sender Personality: Physique: How the brand speaks and behaves The main product touchpoints Externalization Internalization Culture: Relationship: The company’s values, heritages, origins Relationships that company forms Brand essence with its customer (s. Fournier) Reflection: Self-projection: What is the typical buyer like How a customer sees himself/herself (they are)? with the brand and how it makes him/her feel (I am) Picture of receiver  THE BRAND IDENTITY PRISM (KAPFERER, 2012) Picture of sender Personality: Physique: Leadership-creativity- optimism- fun regular- low - no calorie passion- diversity- quality beverages- soft drink- sparkling Externalization Internalization Culture: Relationship: World wide- global based in Friendship- offers Georgia, US/ quality/ taste the inspirations- passion feeling Reflection: Self-projection: Inspiration- teenagers happiness- Share- assigned names instead of the sharing logo / emotional self- expression/ happiness Picture of receiver  THE BRAND IDENTITY PRISM (KAPFERER, 2012) Picture of sender Personality: Physique: …………………………… …………………………… ………………………..….. ………………………..….. Externalization Internalization Culture: Relationship: …………………………… …………………………… ………………………..….. ………………………..….. Reflection: Self-projection: …………………………… …………………………… ………………………..….. ………………………..….. Picture of receiver  THE BRAND IDENTITY PRISM (KAPFERER, 2012) Picture of sender Personality: Physique: …………………………… …………………………… ………………………..….. ………………………..….. Externalization Internalization Culture: Relationship: …………………………… …………………………… ………………………..….. ………………………..….. Reflection: Self-projection: …………………………… …………………………… ………………………..….. ………………………..….. Picture of receiver  THE BRAND IDENTITY PRISM (KAPFERER, 2012) Picture of sender Personality: Physique: …………………………… …………………………… ………………………..….. ………………………..….. Externalization Internalization Culture: Relationship: …………………………… …………………………… ………………………..….. ………………………..….. Reflection: Self-projection: …………………………… …………………………… ………………………..….. ………………………..….. Picture of receiver  “” what distinguishes a brand from its unbranded commodity counterpart and gives it equity is the total sum of consumers‘ perceptions and feelings about the product‘s attributes and how they perform, about the brand name and what it stands for, and about the company associated with the brand.” NEXT STEP  After expressing the brand strategy through brand identity, you can start evolving the brand culture. End of Chapter.03