Understanding Brand Identity and its elements - BA Theories (Business Administration & Management) (2024)

Learn about brand identity and strategies for building a strong brand identity.

What is Brand Identity?

Similar to how individuals have personalities which make them unique, brands also have identities which give them distinct characteristics.

“A brand vision should attempt to go beyond functional benefits to consider organizational values; a higher purpose; brand personality; and emotional, social, and self-expressive benefits.” ― David Aaker, Aaker on Branding: 20 Principles That Drive Success.

Brand Identity: A unique set of brand associations that firms aim to create or maintain (Keller, 2003).

Brand Identity: is a set of brand associations that the brand strategist aspires to create or maintain. These associations imply a promise to customers from organization members (Aaker 2000).

Brand identity provides the brand with several advantages:

• It differentiates the brand from other competing products
• It serves as the basis of long-term and deep-rooted relationships with consumers
• It communicates to consumers what the brand stands for and what benefits it promises
• It serves as the basis for brand extensions
• It is used to drive all the brand-building efforts

Brand Identity Vs Brand Image

Brand identity isthe 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.

Here are the main differences between Brand Image and Brand Identity.

Brand Identity

Brand identity is the set of all elements a company uses to create the right image in the consumers’ mind. It is about how the company presents itself to the consumers. Brand message is put together in terms of brand identity.

It is total promise that a company makes to consumers. Brand identity is about looking ahead and it has an active nature.

Brand identity represents “your desire” and signifies “where you want to be”. Brand identity develops from the source or the company.

A brand has total control over its brand identity. It is strategic.

Brand Image

Brand image is the perception of a brand in consumers’ mind. It is the mental image that consumers have about the brand and company.

Brand message is untied by the consumer in the form of brand image. Brand image is looking back and has a passive nature. It signifies “what you have got”.

A brand does not have total control over its brand image. It is tactical.

Criteria for Choosing Brand Elements

Memorable

Brand elements must be easily recognized and recalled. They should be memorable and attention-getting, and therefore facilitate recall or recognition.

Meaningful

Brand elements must be Descriptive and Persuasive.

Brand elements must provide general information about the nature of the product category and specific information about particular attributes and benefits of the brand.

General information helps in brand awareness and salience; specific information helps in brand image and positioning.

Likable

Brand elements must be Likable, Fun and interesting. Itmust make use of rich visuals and verbal imagery and must be aesthetically pleasing.

Descriptive and persuasive elements reduce the burden on marketing communications to build awareness.

Transferability

Brand elements must be transferable Within and across product categories, across geographic boundaries and cultures.

Brand elements must be useful for line or category extensions. It must add to brand equity across geographic boundaries and market segments.

Adaptability

Brand elements must be Adaptable, Flexible and Updatable.

Adaptable and flexible brand element are easier to update in response to changes in consumer values and opinions.

For example, logos and characters can be given a new look or a new design to make them appear more modern and relevant.

Protectability

Brand elements must be protectable both legally as well as competitively.

Marketers should choose brand elements that can be legally protected internationally. Firms must formally register chosen brand elements with the appropriate legal bodies, and must defend trademarks from unauthorized competitive infringement.

Types of Brand Elements

Brand Names

These elements capture the central theme or key associations of a product in a very compact and economical fashion. It is closely tied to the product in the minds of consumers and most difficult element for marketers to change.

Logos and Symbols

These elements indicate origin, ownership, or association. These range from corporate names or trademarks written in a distinctive form, to abstract designs that may be completely unrelated to the corporate name or activities.

Characters

This is a special type of brand symbol: One that takes on human or real-life characteristics. It is introduced through advertising and can play a central role in ad campaigns and package designs.

Slogans

Slogans are short phrases that communicate descriptive or persuasive information about the brand. These function as useful “hooks” or “handles” to help consumers grasp the meaning of a brand.

These are indispensable means of summarizing and translating the intent of a marketing program.

Classic Slogans:

• Nike – Just Do It
• De Beers – A Diamond is Forever
• M&M’s – Melts in Your Mouth, Not in Your Hands
• KFC – Finger Lickin’ Good
• Subway – Eat Fresh

Jingles

Jingles are musical messages written around the brand. These have catchy hooks and choruses that become permanently registered in the minds of listeners. Jingles enhance brand awareness by repeating the brand name in clever and amusing ways.

Packaging

Packaging is the activity of designing and producing containers or wrappers. From the perspective of both the firm and consumers, packaging must:

• Identify the brand
• Convey descriptive and persuasive information
• Facilitate product transportation and protection
• Assist in at-home storage
• Aid product consumption

Frameworks for Building Brand Identity

Here are popular models that provide strategies for building strong brand identity.

• Aaker’s Brand Identity Planning Model
• Kapferer Brand Identity Prism

Read: All branding theories and concepts