BRAND IDENTITY: WHY AND HOW

Some slogans touch a chord with us and we remember them forever. We at once relate with "Keep Walking" or "Life Tastes Good". These slogans have created solid brand associations. Well, slogans are just one of the tools to create brand identity. There are several others. 

Today, in the highly competitive and cluttered marketplace, brand identity does help a company stand out in the crowd. It is true for the startups too. Business or individual in any segment tends to be more successful with a brand image. The imagery in the hearts and minds of consumers is created through several ways and means. Creation of a brand identity is the first step!

Branding and image management is not that simple as it appears. It's a combination of both science and art. It is definitely a complicated process that requires expert guidance and handling. I have come across several start-ups and small companies where promoters tend to take the responsibility of creating brand identity upon themselves, despite coming from a different speciality area and background. They do this for twin objectives A. To save money B. They think it is very simple. But the truth is, it is a specialist area that requires professional guidance as any other business function would require.

Branding represents several crucial elements about a company, organisation or individual. It states who you are and what you stand for. It conveys the core values and philosophy of the company. It creates trust in the minds of consumers. It clearly distinguishes the company and its products from other companies or similar products. 

Photo from Pixabay

So, what are the primary requirements for branding?

1. Clearly defining reason for the existence of the company or organisation. It's a statement that will communicate core of the company, the promise of the company. For example, BMW makes "the ultimate driving machine". This statement is the driving force behind the brand BMW. 

It is relevant for a small business too. One must clearly know what difference they are going to create in the life of a consumer with their product or service. What value they are adding to the world! If the purpose is communicated properly the customers will get to know the company better and rely on the company for the same.

2. Tonality or the voice of the company. This is defined by the product or service you are in and the psychography of your core target audience. Here, consistency is the key. For example, a brand can be passionate or quirky. Depending on the tonality or voice of the brand, entire messaging is created with text, sound and visuals. Companies often hire different consultants and freelancers who try and mould the communication in their own way, creating confusion in the minds of the audiences. This is avoidable and a clear tonality brand guideline should be shared with everyone involved in this crucial function. It is again a specialist area, where brand managers and writers come as help.

There are other ways and means of creating a brand identity. The same will be discussed in my next article, next week.