Creating Brand Identity Defining the Brand • What is the brand’s vision and aim? • What makes it different? • What need is the brand fulfilling? • What is its permanent nature? • What are its value or values? • What are the signs which make it recognizable? Brand Identity and Brand Image • Identity is on the sender’s side. Its purpose is to specify the brand’s meaning, aim and self image • Image is on the receiver’s side. It’s how groups perceive the brand. Image refers to the way in which groups decode all of the signals emanating from the brand’s products, services and communications Positioning & its Limitations A brand for what? - brand promise and consumer benefit • Body Shop is environmentally friendly • VW is reliable A brand for whom? - target aspect • Snapple is a soft drink for adults • Absolute is the vodka for sophistication A brand for when? - occasion when product is consumed • Night belongs to Michelob A brand against whom? - competitors • Heineken imported beer also competes with vodka and gin Positioning Process 1. Indicate what category the brand should be associated with 2. Indicate what the brand’s essential difference is in comparison to the other brands and products in that category Six Facets of Brand Identity 1. A brand has physical qualities or a ‘physique’ What does it do? What does it look like? 2. A brand has its own personality Spokesperson or figurehead role What brand would be if it were a person 3. A brand has its own culture Set of values feeding the brand’s inspiration Country of origin 4. A brand has its own relationship Exchanges between people and brand Service sectors and retailers 5. A brand is a reflection Produces a reflection or image of the buyer or user Different from target the describes brand’s potential buyer or user Customer is reflected as s/he wishes to be seen from using the brand Consumers use brands to built their own identities 6. A brand speaks to our self image Self image is the target’s own internal mirror Attitude toward the brand fosters an inner relationship with self Strategic Brand Analysis Customer Competitor Self Analysis Analysis Analysis • trends • brand image/ • image • motivation identity • brand heritage • unmet needs • strengths/strategies • strengths • segmentation • vulnerabilities • organization values Brand Identity System Brand as Product Brand as Organization Product scope Organization attributes Product attributes • Innovation Quality/value • Consumer concern Uses • Trustworthiness Users Local vs. global Country of origin Brand as Organization Brand as Person Brand as Symbol Personality Visual imagery and • Energetic metaphors • Rugged Brand heritage Brand-customer relationships • Friend • Advisor Value Proposition Functional Emotional Self-expressive benefits benefits benefits Brand Characters • Help consumers identify and recognize the brand • Guarantee the brand • Give the brand durability • Help differentiate and personalize the brand Who are your favorite brand characters?