They say, naam mein kya rakha hai (what’s there in a name)? Well, Identity is the first thing that everyone needs. “Whether you are an individual or a brand, you need to create your identity first. Creating a powerful brand identity is a significant step towards a great business. There are teams to make all the magic happens, but where is the team, what is the team, can there be a 1 man team or a 1,000 member team?
So, there needs to be a team to make it all happen. But how?? They say, one shirt doesn't fit all, hence, like people, all brands have a distinct identity, those need to be identified. Basically, it's the creative approach in developing the perfect brand strategies has worked wonders for all the brands.
Is like asking, ‘Hello What is your name?’ Now, different people would express or say their names differently. The next obvious question would be, generally in form of questions, to P2P ‘Where are you from? Or What do you do? And then, the communication begins, Or NOT, depends on how you have positioned your ‘Identity’. Here YOU are the BRAND and the communication becomes the Brand Identity.
Marketing guru, Seth Godin had an awesome description of what qualifies to be called a BRAND, he says, "A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer's decision to choose one product or service over another." Exactly branding is more than a logo or a name, it’s much more than that. A brand is also full of emotions, has a distinct visual with specific history associated with it and the touch points throughout its existence and relationship it has built, and most importantly, it is human. The output of the creative will need different channels, to justify the design element needed for branding.
Now it is time to live up to the brand identity – brand name, logo, tagline, colour, context, fonts, mission, core values et all.
Post Covid19, however the brand promises to ‘deliver’, hence sticking hard with brand name, it earns, by sheer- ‘work’. Come what may – it doesn’t matter if this disastrous pandemic is affecting businesses everywhere, the idea was still to sail through this covid wave, successfully. Brand Identity is a constant process, however, the DNA of any brand or the basic remains unchanged.
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