A collection of elements, which defines the brand identity which a company portrays before its audience is brand identity. Usage of the term brand cannot and should not be used frivolously, branding is an important component before identification of the core brand identity and the designing process, which will eventually shape the perception you are creating before the world, people – generally, like you are in a social gathering, conference, intercultural business meetings at every step, your identity reflects the culture of the organisation. Your brand identity is the mix, which will differentiate you from others in the crowd. The image on the left is of Vodafone's Pacific offline brand identity collatral. I personally liked Vodafone, previously Hutch or Hutchison, and how they have evolved, with Ogilvy and Mather.
Developing a strong brand identity
There is a difference between ‘brand identity and ‘brand image’ or even for that matter ‘branding’ per sé, although different, they are interloped, as and when. The definition, however a little different when it comes to the corporate brand, meaning, what does the parent company and its name really stand for, and how it is perceived in the market, as well as its positioning itself within the company. An absolute unified and clear corporate identity is critical. It not only enhances the image of respective individual products, it also helps headhunt and retain employees, but the followers or customers (in digital times) might also come as brand ambassadors or cheerleaders in PR firefighting reputational damage during troubling times. However, this needs to be correctly articulated and communicated by brands.
Visual Brand Identity Design – the foundation of your brand
Nike’s – Swoosh or its tagline ‘Just Do it’, TATA, RELIANCE, APPLE, McDonald's or IBM’s iconic logo, they are all a part of the visual identity. An internet company like GOOGLE has a strong brand identity with design being a core component. So, what are the ingredients needed for a visual brand identity design, which shapes up your company? Typically, a 5W1H exercise must be undertaken.
Your overall mission
Values
Brand Personality
Positioning as a brand
Brand voice
The importance of developing a strong brand identity is by knowing who you are, exactly
By Asking ourself:
What made you start what you are doing? Why?
What beliefs do you possess inherently and what values means to you?
What are you REALLY good at? Better than others
What makes you special?
If your brand could be described in 2 to 3 words, what it would be?
Creating a brand style guide sets, your brand name apart and an SOP is created on how to manage a brand, online or offline, ATL or BTL, everything. To take your respective business to the next level you need to get in touch with someone or something, which you feel is a complete solution. Be it Brand design, Typography, Color Palette, Logo, Website, Product Packaging, Business cards, Email design, logo and identity, web and app design, business and advertising, clothing and merchandise, art and illustration, packaging and label, book and magazine, films, advertising, outdoor and everything creative. Brands and brand building is a constant process, which leaves an indelible mark in whatever you do, or want to do.
"It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently."
- Warren Buffett
Sources
https://hbr.org/2019/12/build-a-culture-to-match-your-brand
https://www.pwc.com/us/en/careers/campus/assets/img/programs/personal-brand-workbook.pdf
https://99designs.com/categories
https://www.lucidpress.com/blog/the-7-key-elements-of-brand-identity-design
Pic source - Virgin
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