Brand identity is key in public relations.
Brand identity is the set of characteristics that differentiates a company or product from its competitors . It is a combination of elements that give it uniqueness and make it recognizable to consumers or users.
Identity is a term that refers to what is characteristic and distinctive of a person, a group or an entity. The concept of brand , meanwhile, can refer to a company or a business name.
It can be said that the brand identity is built from the logo , the slogan , the corporate values and other factors. The idea goes beyond the brand name, being associated with the corporate image in the broadest or most encompassing sense of the notion.
Importance of brand identity
Brand identity is developed with visual components , but also with intangible or symbolic elements. The idea is usually associated with the idiosyncrasy or even the personality of the brand.
The emotions it awakens in clients and the reception of its proposals depend on this identity. That is why it is crucial that you convey the company's vision .
Experts recognize two central objectives of brand identity: achieving positioning in the minds of consumers and establishing differences with competitors . Therefore, a brand with identity problems will have difficulties retaining current customers, reaching new buyers and surpassing its rivals in the market.
A solid brand identity also facilitates building trust and reinforces credibility. These abstract factors are reflected in sales and profitability, so proper management of brand identity provides concrete benefits.
Building brand identity requires market segmentation.
How to build
The process of building brand identity is known as branding . This work requires carrying out a series of stages.
As a first step, it is necessary to carry out a competition analysis and market research (establishing the target or target audience). Then it is key to define the company's mission; At this point, it is useful to develop a study of strengths, weaknesses, opportunities and threats (SWOT) to be clear about the characteristics of the brand.
Branding continues with more specific work on the components of the identity, such as the logo , typography, color palette, graphic design and the rest of the variables that make up the visual identity . The fruit of this work will be reflected in product packaging, packaging design, corporate stationery, merchandising , etc. Also, of course, on your corporate website, company blog, social networks, digital marketing campaigns and advertising.
The creation of a slogan and other sensory resources that make up the brand narrative and corporate communication complete the branding.
It should be noted that specialists recognize several errors that frequently appear in branding. On the one hand, many times prior market research is not carried out, which results in decision-making based on conjectures and assumptions. The lack of knowledge of the audience also prevents directing specifically designed messages to the target audience.
Another common failure is to imitate what was done by other brands that achieved success. Thus authenticity is lost and credibility is also affected.
The lack of consistency and coherence in communication and the absence of updating strategies according to changes in the market are also part of the most common mistakes, as well as the lack of monitoring the image and reputation of the company. brand .
Corporate social responsibility (CSR) contributes to brand identity.
Examples of brand identity
An example of a well-constructed brand identity is Coca-Cola . The typography of the logo and the color red have achieved excellent positioning in the minds of consumers, generating emotions linked to satisfaction and happiness. The Coca-Cola brand, in fact, aims to sell "experiences" and not just products.
Nike with its logo (its pipe or swoosh) and its slogan (" Just do it ") is another good example of brand identity. The same can be said about McDonald's : it managed to create a simple visual identity (the golden arches), which is easily recognized anywhere in the world. Even the letter M is associated worldwide with this hamburger chain.
The brand identity is also notable at Starbucks . This company opted to develop a "coffee culture" , building closeness between sellers and customers. The Starbucks brand was able to evolve over time: for example, it changed its logo (including a color change and eliminating the word "coffee" ). They also dared to stop writing the buyer's name on their glass, a practice that was a symbol of the brand, in order to speed up deliveries and thus improve the satisfaction of all the people who come to their stores.