Creating Brand Identity

A Necessary Concept
 Defining the Brand

• 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 value or values?
• What are the signs which make it
recognizable?
 Brand Identity and
Brand Image
• Identity is on the sender’s side. Its purpose
is to specify the brand’s meaning, aim and
self image

• Image is on the receiver’s side. It’s how

groups perceive the brand. Image refers to
the way in which groups decode all of the
signals emanating from the brand’s
products, services and communications
 Positioning & its Limitations

A brand for what? - brand promise and

consumer benefit
• Body Shop is environmentally friendly
• VW is reliable
A brand for whom? - target aspect
• Snapple is a soft drink for adults
• Absolute is the vodka for sophistication
A brand for when? - occasion when product is
consumed
• Night belongs to Michelob

A brand against whom? - competitors

• Heineken imported beer also competes with
vodka and gin
 Positioning Process

1. Indicate what category the brand should

be associated with

2. Indicate what the brand’s essential

difference is in comparison to the other
brands and products in that category
 Six Facets of Brand Identity

1. A brand has physical qualities or a

‘physique’
 What does it do?
 What does it look like?

2. A brand has its own personality

 Spokesperson or figurehead role
 What brand would be if it were a person
3. A brand has its own culture
 Set of values feeding the brand’s inspiration
 Country of origin

4. A brand has its own relationship

 Exchanges between people and brand
 Service sectors and retailers
5. A brand is a reflection
 Produces a reflection or image of the buyer
or user
 Different from target the describes brand’s
potential buyer or user
 Customer is reflected as s/he wishes to be
seen from using the brand
 Consumers use brands to built their own
identities
6. A brand speaks to our self image
 Self image is the target’s own internal
mirror
 Attitude toward the brand fosters an inner
relationship with self
 Strategic Brand Analysis

Customer Competitor Self

Analysis Analysis Analysis

• trends • brand image/ • image

• motivation identity • brand
heritage
• unmet needs • strengths/strategies • strengths
• segmentation • vulnerabilities • organization
values
 Brand Identity System

Brand as Product Brand as Organization

Product scope Organization attributes

Product attributes • Innovation
Quality/value • Consumer concern
Uses • Trustworthiness
Users Local vs. global
Country of origin
 Brand as Organization

Brand as Person Brand as Symbol

Personality Visual imagery and

• Energetic metaphors
• Rugged Brand heritage
Brand-customer
relationships
• Friend
• Advisor
 Value Proposition

Functional Emotional Self-

expressive
benefits benefits benefits
 Brand Characters

• Help consumers identify and recognize the

brand
• Guarantee the brand
• Give the brand durability
• Help differentiate and personalize the brand

Who are your favorite brand characters?