Brand identity is the perception of a certain brand that the company wants to convey to the consumers in order to shape the perception of the consumers towards the brand itself.
“There are three responses to a piece of design—yes, no, and WOW! Wow is the one to aim for.”
—Milton Glaser
Brand Recognition
Brand is not just a name attached to a certain product. However, brand is a symbol, a sign, a logo, a name, a word, a sentence, or a combination of these attributes that is used to differentiate the same product on the market. Brand is seen as one of the company’s most valuable assets because brand represents the face of the company. It is also works as the logo in which consumers will recognize. In addition, brand is the slogan or sign that the society associates with the company. In fact, a company is often referred to by its brand and they become two inseparable matters.
A brand is an indispensable component of a company’s personality and style (tangible or intangible, for example, writing style or speech). Moreover, it is a promise addressed to the consumers where they would feel the experience of the brand while using the services or products of the company.
Brand Acknowledgement
Brand identity is a way for a company to introduce and deliver their on-going business to the consumers. Brand identity refers to what the consumers would see and feel about a certain company as they see the company’s visual business (symbol, sign, logo, name, word or sentence). Components in which related to the product, service, company, or people are what called as brand identity. These components also include name, logo, tone, tagline, typography and shapes that are created to reflect the value of the company to the market as well as to attract consumers’ attention. Brand identity is a separate category of brand image.
Brand identity is a message of a product, a person, or a matter that the consumers acquire. The message has to be consistent, as it will be received by the consumers. A good brand identity would bring a reward for the company. For example, a survey was done to test brand identity of a certain company. This survey involves asking pedestrians about a product they have in mind when they hear the word “Starbucks”.
Without a doubt, the answer is coffee. Starbucks has successfully established their brand identity for their coffee.
For brand identity, creating an eye-catching logo is very crucial. The creation of a logo requires graphic design expertise in order to suit the necessary criteria. This is done to properly illustrate the character of a company.
Establishing Brand Identity
Below are the steps you needed to build a strong, cohesive, and consistent brand identity:
- Analyze the company and the target market
- Determine the core of the company’s objectives
- Identify the targeted consumers
- Specify the company’s character and the message that the company wants to convey