The essence behing the identity.
A Brand is an in-depth artistic concept and expression of a subject.
This concept emerges from organizations, services, products, cities, people, and almost everything that can be manifested in the world by an Identity. A Brand is not an image, a sound, a smell, a feeling, or a taste, but the very essence of all of them together defining a specific subject.
Branding is the act of creating or building an entity designed to build consumer loyalty taking place in a companies, individual product, product lines, celebrities, events and places.
The 3 pillars of branding.
The Brand Essence
The brand’s character.
Brand essence is the core characteristic which defines a brand. It is an intangible attribute that separates your brand from your competition’s brand by your audience. It is emotional and based on feelings. A brand essence is intangible for your audience, unique to your brand and, most importantly, reliable.
The epression of the Brand.
Brand identity is the visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in consumers’ minds. Brand identity is distinct from brand image. … Designs its logo. Uses colors, shapes, and other visual elements in its products and promotions.
The brand interaction with audiences.
Brand behavior is how your brand interacts and reacts with real customers in the real marketplace. While your positioning statement may say one thing about your values and strengths, truly demonstrating them is another matter.
Brand values are a set of guiding principles that shape every aspect of your business. They’re placed at the very core of your brand and are there to dictate your brand message, identity, and personality. … Investing in your brand is crucial if you want your business to be unique in a crowded marketplace.
Personality traits such as trustworthy and desirable can help build customer confidence. Brands that connect to the consumers emotionally often carry the traits of desirability such as allure or exclusivity. With trustworthiness, a brand can strengthen its belief in consumers to maintain its quality standards.
Reflect the personality of brands and serves to better align personality type with specific Customer Personas. As it applies to brand, this idea of archetypes is fairly universal and may be particularly effective as an orienting tool for brand managers looking to focus the efforts of their team.
- The Innocent
- Audience Knowledge
Powerful concoctions of the marketplace.
Brands are interesting, powerful concoctions of the marketplace that create tremendous value for organizations and for individuals. Brands serve several functions based on navigation, reassurance and engagement.
The Brand as a Promise
A promise your organization can keep.
Think of a Brand as a promise, a promise your organization can keep, a promise you make to your clients, prospects, vendors, and even your employees. This promise is promoted internally and externally, you keep it in any business relationship activity, every corporate decision, every action, and interaction with customers, prospects, employees, and vendors. The promise builds encouragement, pride, efforts, it drives budgets, stops arguments, vanish confusion, it guides and drives business activities in any corporate system to achieve any goals. If everyone in the organization internally and externally knows what the promise is, politics and personal business issues start to disappear.
Brand as an identifier
Brands play a role in terms of communication and identification. They offer guidance, convey an expectation of quality and so offer help and support to those making purchase decisions. Brands make it easier for consumers to interpret and digest information on products. A name, sign, symbol, design, term, or some combination of these things that identifies an offering and helps simplify choice for the consumer.
Brand as an asset
High reputation in the marketplace that can drive price premiums and customer preference for goods from a particular provider.
Brand as perceptions
The sum total of everything individuals believe, think, see, know, feel, hear, and experience about a product, service, or organization. The perceived purchasing risk is thus minimized, which in turn helps cultivate a trust-based relationship.
Brand as a “mind share”
The unique position a company or offering holds in the customer’s mind, based on their past experiences and what they expect in the future.
A Brand can tell a story without words while creating a relationship with the end-user, the consumer, that relationship it’s intentional and it is defined by the Identity, the better definition the better its impression. This Relationship can be established in different ways with different attitudes, the Brand can define its intentions and purposes. This relationship can be used to create Customer Loyalties in targeted audiences.
Buildig strong and lasting relationships.
This branding is where the Corporate Name is the actual Brand. Corporate branding gives each products, services, or anything, the strength of the corporate brand values, characteristics and positioning, a well positioned brand will do well when positioning its products saving on advertising and marketing campaigns. The better the branding the less effort for Advertising and Marketing to be effective.
This is where each individual product has its own Brand and character. With this strategy the Corporate Name is either totally or virtually absent due to the unique values, personality, identity and positioning of the Product Brand. This Brand type implies that every new product the company brings on to the Marketplace it becomes a “New Brand” and it can be positioning precisely in the Marketplace. Product Branding makes it easier for the Corporate Brand performance when positioning new products, however, if a product is not successful or is involved in a marketing disaster, the bad consequences will not affect to the company name. Product Branding is costly, Advertising will take most of the budget when positioning, competitive advantage and strong positioning in the Marketplace are very necessary for a product to succeed.
This branding type uses both ideas, the Corporate Name and the Product Brand Name are placed side by side. This allows the Product Brand to have its own Identity and Positioning by drawing strength from the values and some if not all characteristics of the Corporate Brand, this tends to give assurance related to quality of the Corporate Brand. One thing to consider is where the product fails in the marketplace may cause damages to the Corporate Brand.
This brands is focus on the employees to understand the visions, mission, goals, plans and services of the company. It educate employees for them to up-hold the Corporate Brand to their customers. The mission of this brand is to create a Corporate Brand Image and Internal Identity that penetrates through national boundaries and resonates with local cultures on the missions or the promises of the Corporate Brand.
This Brand it’s specifically designed to attract customers when associating the company with a Cause or Purpose with people, prospectors or customers will find it beneficial. Most of the times this might be a percentage contribution of company sales to charitable or other type of organizations such as: Cities, Councils, Wildlife Preservation, Student Financial Aid and other.
Showing the good of a company by doing things for the community in which it and its employees participate in outreach programs to help the needy, support the elderly, contributions to public education etc. It’s a promise to the people in the community that this company will be beneficial for them and their families as a partner.
This makes the promise to to employees concerning their working environment and relationship to their leaders. In this case “promises” are different from guarantees and opportunities in that they are offered free of encumbrances.
The development of your corporate identity, the fulfillment of your professional look, the style and personality of your organization.
A brand consists of all the features that distinguish the goods and services of one seller from another: name, term, design, style, symbols, customer touch points, etc. Together, all elements of the brand work as a psychological trigger or stimulus that causes an association to all other thoughts one has had about this brand.
Brands are a combination of tangible and intangible elements, such as the following:
- Visual design elements (i.e., logo, color, typography, images, tagline, packaging, etc.)
- Distinctive product features (i.e. quality, design sensibility, personality, etc.)
- Intangible aspects of customers’ experience with a product or company (i.e. reputation, customer experience, etc.)