Brand identity
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Brand Identity. Branding is. …a disciplined process used to build awareness and extend customer loyalty …about seizing every opportunity to express why people should choose one brand over another. Reasons for Branding. Easy to buy sell build brand equity.

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Presentation Transcript

Branding is
Branding is

…a disciplined process used to build awareness and extend customer loyalty

…about seizing every opportunity to express why people should choose one brand over another.


Reasons for branding
Reasons for Branding

  • Easy to

    • buy

    • sell

    • build brand equity


“The best identity programs embody and advance the company’s brand by supporting desired perceptions.”

“Identity expresses itself in every touchpoint of the brand and becomes intrinsic to a company’s culture – a constant symbol of its core values and its heritage.”


Positioning
Positioning company’s brand by supporting

  • Al Ries and Jack Trout (1981)


Big idea
Big Idea company’s brand by supporting

  • Organizational totem pole


Qualities of effective name
Qualities of Effective Name company’s brand by supporting


Types of names
Types of Names company’s brand by supporting


Tagline characteristics
Tagline Characteristics company’s brand by supporting

  • Short

  • Differentiated from competitors

  • Unique

  • Captures the brand essence and positioning

  • Easy to say and remember

  • No negative connotations

  • Can be protected and trademarked

  • Evokes an emotional response

  • Difficult to create


Taglines slogans
Taglines / Slogans company’s brand by supporting


Brand message
Brand Message company’s brand by supporting


Brand marks
Brand Marks company’s brand by supporting

  • Signature

    • Structured relationship between a logotype, brandmark, and tagline


Brandmarks
Brandmarks company’s brand by supporting


Look and feel
Look and Feel company’s brand by supporting

…is the visual languagethat makes a system proprietary and immediately recognizable.

…expresses a point of view.


Look and feel1
Look and Feel company’s brand by supporting

  • Design (marrying form with content)

    • Color palette

    • Imagery

    • Typography

  • Sensory experiences


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