Brand Identity
Thurs 8th Oct
What do we mean by Brand Identity?
Source:https://99designs.co.uk/blog/tips/brand-identity/
Brand identity is the collection of all elements that a company creates to portray the right image to its consumer. Brand identity is different from “brand image” and “branding,” even though these terms are sometimes treated as interchangeable. Your brand identity is what makes you instantly recognizable to your customers. Your audience will associate your brand identity with your product or service, and that identity is what forges the connection between you and your customers, builds customer loyalty, and determines how your customers will perceive your brand. There are certain elements that make a brand, these are Your mission, Your values, Your brand personality, Your unique positioning, Your brand voice. All these elements are what defines your brand, before you start building your brand identity, it’s important you have a clear understanding of each. For example, Mastercard have a brand identity that stands the test of time. Everyone is familiar with the Mastercard logo, it has two intersecting circles one red and one orange. Mastercard's brand identity hasn't stayed the same throughout the last couple years, Mastercard unveiled a new, modernized brand identity. The brand identity was barely noticeable and that's the key to an effective brand identity. It should maintain the core brand identity characteristics and elements that the audience recognizes while slightly changing it to a fresh and modern feel.
How is brand identity different to guidelines?
A brand guideline is an informative design document, is a rule book for designers on how the brand should be advertised. Where as a brand identity is about what the brand stands for how it wants to be perceived by the public, is what makes customers interested in their brand. With this information it is clear to see the difference between the two, a brand guideline shows designers how they should be displaying there brands, this differentiates from a brand identity is the document that can be seen by the public so one is for designers and one is for the public.
Brand Identity Prism
The Brand identity prism is a concept developed by Jean-Noel Kapferer. This concept made it easier to visualize how a brand is expressed through specific facets. The creator honed in on six vital characteristics of the brand industry and decided that the best way to represent how they interact as parts of a whole was by putting them in prism form. A brand has a very specific characteristics that identify it beyond its logo. The brands that manage to perfectly express these characteristics are the ones that succeed in building a strong brand identity. The Prism's purpose is for the brands to recognise the parts of their identity and make them work together to tell the brand's story.
Physique:
Logo can be perceived as luxury, high class. Slogan is very captivating, makes you want to go design something. colours are very sleek and dark. They are known for their luxury cars.
Reflection:
Brands target audience is icons, meaning people who have followers, therefore raising awareness for the brand.
Culture:
Most recognisable in Duabi, brand seems to believe you have to have a lot of money to afford it. There's no car that beats it. A must car.
Relationship:
Prioritise the customers needs. They offer a high class service with a car that wouldn't disappoint. They aim to impress high valued people.
Personality:
Brand wants to be viewed as high class, people who own the cars have a lot of money. Brand as person would be the most famous and luxurious person, but it overly friendly and swoops in when you need them.
Self Image:
Audience will feel comfortable, effortless and satisfied. Those who own a Rolls Royce, show they are very wealthy.
Physique:
The logo emits softness, use of neutral colours. Gold promotes elegance. Dove are known for beauty cleansing.
Reflection:
Brand aims to please women, as they their target audience. No matter what age and social status, the brand applies to you.
Culture:
The brand is manufactured around the world, no origin, therefore showing the brand is world wide.
Relationship:
No matter who you are this brand relates to you. The brand allows you to be who you want to be.
Personality:
The brand as a person would be caring, knowledgeable. Know what to say when someone is upset.
Self-image:
Audience will feel happy in themselves, when they use the products they can feel comfortable in their own skin.
Physique:
The brands logo emits peacefulness, the swoosh could be perceived as a smile. Also, Tick resembles something right, so by buying Nike you are doing something good.
Relationship:
The brand offers high quality products, no matter who you are, disability or not Nike will find something for you.
Reflection:
Brands target audience is those who are sporty, like to be outside. Therefore allowing the outdoors to be the target audiences home.
Personality:
The personality of the brand would be strong confident, also the slogan would suggest no matter what you should achieve your goal
Culture:
Origin of Nike is America, and they care a lot about equality with the cutomers.
Self-Image:
The target audience will feel motivated, determined and empowered.
Physique:
The brand logo, suggest brightness within the brand, also the M could resemble fries coming out of the red box. Therefore showing what sorta food they sell.
Reflection:
The brand aims to please a wide variety of people, there is no specific target audience, anyone would be able from this brand.
Culture:
the brand originated in America, but has shops worldwide, no matter where you are you are able to follow the golden arches to this brands shops.
Relationship:
The brand shows that no matter the needs of the customer the brand aims to make that need a reality. They make sure all food is made in quick concession.
Personality:
The brand wants to come across as welcoming, and outgoing, meaning they will reach all you needs.
Self-image:
The target audience will feel happy, they might have had a long day at work and they have gone to get their favourite brands food.
My Own Brand Identity Prism
I made my own brand identity prism on Adobe Photo-shop, the whole process of making the prism was smooth and there were no real mistakes made. What I like about the prism is how simplistic it is, you can easily tell which section is what. If I was to do it again I could possibly add a background to it, make it more inviting to look at but I would still want to keep that simplistic look that I so desire. The Prisms will help me visualize how my brand will be expressed through each individual section. This applies for all the prisms for this page, i started off with a little understanding of what a identity prism is but now i have completed the four examples and one of my own i truly feel like i have a good understanding of what it means by a brand identity prism.
