Section 4.07 Brand Identity

Module 4

A brand for a company is like a reputation for a person. You earn a reputation by trying to do hard things well -Jeff Bezos

What is Brand Identity?

A brand identity is a collection of images or one-of-a-kind pieces used by a company to create an image that is distinctive to them, their product, or their service. A customer’s perception of a brand and organisation is defined by instant aspects that evoke memories of benefits or a willingness to interact with it. A company’s mission, value proposition, competitive position in the market, and target audience interests all contribute to its brand identity.

Creating Brand Identity

To build a brand identity, there are particular processes that must be followed; they outline how these core features are transmitted to the open market and its captive audience. Here are the main points, best remembered by the acronym (B.L.I.S.T):

•    Brand name

•    Logo, colours, styles

•    Image, figure, symbol

•    Sentence, phrase, moto

•    Tone, voice

You can use marketing automation to promote and reveal brand identity logos on a regular basis, advertise the website, build a unique image with the header, footer, and other portions of the template, and other branded assets. This is how ‘Demand’ and ‘Expectation’ are produced and linked to items/services, backed up by a web page or an email. When a company’s image changes, previous marketing efforts are sacrificed in favour of a new brand identity.

Types of Brand Identity

• Personal Brand
• Product branding  
• Service branding
• Retail branding
• Cultural and geographic branding
• Corporate branding
• Online Branding
• Offline branding 

How to Build Your Brand Identity

The first step is to figure out what you want your brand identity to be. Then you must create a brand identity.

There are many ways in which you can do so:

• Online and offline advertising
• Social media marketing
• Influencer marketing
• Email marketing
• Visual branding
• Events

Why You Need to Create a Brand Identity to Grow

You’ll never be recognised if you don’t have a strong brand identity.

Your company’s logos and colours will help to establish a strong brand identity. As a result, the more people who see and identify you, the faster you can establish brand confidence. You’ll become a household name before you know it.

If you don’t think that your brand currently provides good recognition, here are some things you can change:

• Train your team: Everyone needs to be on the same page when it comes to brand identity. If your employees keep on getting it wrong, then your customers will never recognise the branding.
• Create a new logo: This needs to reflect your business’s message and values. Don’t just take your colours for granted either. Bright colours that suit your company will make a huge impact.
• Come up with a new company name

Brand Identity Builds Loyalty and Trust

To set oneself apart from the competition, your brand must have something distinctive. A solid brand identity can significantly aid in the development of a positive relationship with your customers. They will be drawn to your business and feel more comfortable purchasing from you than from your competitors if they believe they share your beliefs.

If people believe they share values with a company, they will stay loyal to the brand—HOWARD SHULTZ

A Poor Brand Identity Will Sink Your Revenues

A strong brand generates a lot of recognition and awareness, which should help with word-of-mouth referrals for your business. 

While a strong brand identity might help you make more money,

Consider Apple. Apple’s premium price is primarily due to the robust and dependable brand it has established. They may charge a premium because, in their customers’ view, their product is worth paying more for than the many other technology businesses out there, despite the fact that they are on par with or better than others. You, too, can attract high-paying customers by investing in a great brand identity at the outset.

Summary 

1. Brand Image is distinctive to a business product or service.
2. Brand Identity best remembered by (B.L.I.S.T):
   • Brand name
   • Logo, colours, styles
   • Image, figure, symbol, 
   • Sentence, phrase, moto
   • Tone, voice
3. Types of identities are Personal and business. 

4.07 Online Brand Authority

Activity 4.07

Identify and write on 3 global organizations with a clear brand identity, and how it changed over time.

i

ii

iiii

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