A brand is an experience. From the very first time you hear about it to the moment you see the logo or use the brand’s product or service, you’re engaging with something bigger than a simple vector graphic.
How customers feel about your brand when they come across you is a piece of your identity.
It’s important that brand identity be consistent. Because it represents and reinforce the emotions of a brand. The message portrayed by brand identity components needs to be clear, and it needs to be the same no matter where it’s displayed. This is why we need to think about the brand kit when we consider brand identity.
A Brand identity kit can encompass your entire brand. From logos, mission and vision, and more and it complements and reinforces the existing reputation of a brand. Brand identity attracts new customers to a brand, while making existing customers feel at home.
When establishing your own brand, you have to dig deep into its roots and determine what your product really means to your customers. From here, you will be able to shape your brand’s values, personality, story, and style.
A successful brand is not magic….it’s insight.
Below you’ll find 5 elements through which brands spread. The list goes far beyond the brand name or logo to involve all the senses, including things like taste and smell. We’ve also included real brand examples to show how these elements are utilized to build a strong identity.
1. Brand Name
Brand name refers to the word or words used to identify the company, product, service or concept. On the surface, naming a brand may seem easy enough. But coming up with an iconic brand name is hard. Think about Coca Cola, Google, or Microsoft. Today, these words have become an understood part of our everyday language. Consumers are willing to pay more for products marked with these iconic brand names. In short, those simple words are worth millions.
Simply put, a logo is the visual trademark that identifies the brand.
The letter T in blue of TATA group has become so well known that the word “TATA” no longer need appear with it for recognition. When you see a computer with a lit up apple on the back of its screen, you know the brand without a word. As mentioned before, a logo is the standard bearer for the entire brand experience — a brand element that lives everywhere.
Needless to say, it matters a lot.
3. Brand slogans
Essentially, theme lines like “Think Different” for Apple or “The complete man” for Raymond help to quickly state the brand position memorably. Great theme lines have a long run, too, rather than being changed every year (how long has LIC been running their famous “Zindagi ke saath bhi, zindagi ke baad bhi” ads?). This allows brand communications to develop sub themes to help it come to life.
Sound, or a unique set of notes or tones, can also assist in forming a brand’s identity. Who cannot instantly think of Airtel when their iconic jingle plays on?
Taste is another brand element that you can use to differentiate yourself. KFC has trademarked its special recipe of 11 herbs and spices for fried chicken. McDonald’s is famous for their french fries. Soda fanatics swear they can tell the difference between a Coke and a Pepsi.
Needless to say, to get you brand identity together, you would need a reliable document, your brand kit. This document will guide you in every step in making your brand consistent and memorable.