Create, build, improve your Brand Identity
Brand Identity is often confused with the term Brand Image, but there is a substantial difference between these two concepts: the first indicates the desired image of the brand, while the second consists of the identity of the company as it is perceived by consumers.
What is Brand Identity?
Brand Identity, also known as brand identity, is the way in which a company presents itself to consumers through elements such as the name, logo, mission, advertising, know-how, products and prices; at the basis of this concept, there is the idea that the identity of a company must be well defined and solid in order to be perceived by the target audience immediately and in the desired way. It is not a question of identifying just a logo, a product or a name, but of capturing a set of values, experiences, visual and emotional elements linked to a specific brand.
Brand Identity: where to start?
The Brand Identity is made up of six main elements. Let’s see them in detail:
- Naming: this is the definition of the brand name; the latter represents the first element that is associated with a brand and generally remains unchanged throughout the life of a brand. Naming is an element of primary and fundamental importance for communicating any type of commercial proposal.
- Slogan: also called payoff, the slogan is a short, simple and immediate phrase to be associated with the brand and which fully embodies its values.
- Logo: it is one of the most important elements of the Brand Identity; Thanks to the logo, not only is it possible to immediately convey the identity, mission and original imprint of a particular brand, but its role is also to help make a brand immediately recognizable in the eyes of consumers. The logo creation process is characterized by well-defined rules and techniques that blend marketing, art, aesthetics and invention.
- Vision and mission: the vision represents the idea that led to the birth of a company and the objectives it has set itself; the practical action to achieve these objectives is instead the mission.
- Attributed: are the intangible and material aspects that are associated with a brand; a concrete example is quality.
- Packaging: all activities aimed at creating product packaging, essential for the recognition of a particular brand.
The process of creating and maintaining your Brand Identity is essential for your success.