Brand or rather brand identity plays a very important role for businesses. Building a personal identity not only helps the brand win over customers’ trust, but it also affirms its name in the fiercely competitive market. For a more in-depth look at this issue, join us to find out what brand identity is through the article below.
What is brand identity?
Brand identity is a model to define brand identity. A brand identity is made up of different elements, which combine to form an overall image or perception of your company or brand.
Some business owners neglect the importance of branding. They think that because they don’t produce a unique, groundbreaking product, they cannot be considered a “brand”. In fact, any business can be a brand – right from big names like Coca Cola and Nike, to Wholefoods and Tesco. Your business can be your very own brand with a carefully built brand identity behind it.
A branding foundation consists of different components that combine to form an overall image or perception of your company or brand. Here are the five core ingredients that together form one branding foundation:
1. Brand vision
It is a statement of what the brand wants and hopes to achieve. Brand visions are often short, sharp and straightforward.
Note: a brand vision is not a 1,000 word essay. The best and most powerful brand visibility requires just a few words. For example:
- Oxfam: A just world without poverty (5 words) (A world without poverty)
- Feeding America: A hunger-free America (4 words) (America is no longer hungry)
- Human Rights Campaign: Equality for everyone (3 words) (Equal to everyone)
2. Brand mission
One of the first steps in branding that is often one of the most difficult is defining the brand’s mission. This is a strategic branding step that can make or break a brand. It involves deciding “who we are” and “what we stand for”. Again, a brand mission isn’t wordy, preferably short and simple.
3. Brand value
Brands should define a unique code of conduct and behavior. These values work to help the business achieve its brand mission and brand vision. A well-known brand that exercises strong ethical values is Hotel Chocolat.
They only supply the raw materials for their chocolate products from the farmers in St Lucia. The villagers were paid a fair price and higher than the market price for their harvest. These brand values serve to support the company’s overall stance as an ethical and sustainable chocolate supplier.
4. Brand personality
Companies often assign human attributes to their brands to make it easier to contact with customers. Supermarkets tend to adopt an economical personality, offering customers many special deals and discounts. These factors will resonate with shoppers looking for deals and wanting to save as much money as possible. If brand characteristics are consistently maintained, a customer can identify a particular brand and are more likely to transact with that brand.
5. Brand voice
Most brands contain messages – whether it’s radio ads, TV commercials – or even a national newspaper site. Your brand’s voice is conveyed by the brand words you use. If you are trying to achieve the personality of a high-end brand, use tone should be formal. As for brands looking to connect with audiences in a more relaxed way that uses a lively, informal tone.
Brand identity is not something a company can come up with and do in a single day. Because they take time to form an ideal, long-term foundation. And your brand identity will help build a group of loyal customers and followers for your company.
Reference: Admicro, THDigi