The Definition and Benefits of Brand Identity

BRAND IDENTITY

Brand Identity: Incorporating Vision, Values and Beliefs

From the onset, it would be prudent to note that brand identity does not have an assigned definition. This essentially means that a number of definitions have been floated in an attempt to assign meaning to brand identity. In the words of Armstrong, Adam, Denize and Kotler (2014), brand identity could be conceptualized as “the unique characteristics that influence a brand’s perceived personality, appearance, and behavior” (174). On the other hand, brand identity could also be seen as the representation of a brand so as to shape the perceptions of customers (Murphy, 2016). The relevance of having clear brand vision, values as well as beliefs cannot be overstated in the crafting of a brand identity.

A brand vision ought to capture that which the brand intends or seeks to work tirelessly towards. It could be defined as that destination in the distant horizon (Murphy, 2016). In essence, a good brand vision serves as an inspiration to both the employees of an organization and customers of that very brand. On the other hand, brand values seek to capture the moral as well as ethical principles that underlie a certain brand (Murphy, 2016). Towards this end, they act or serve as the ‘true north’ in as far as what the brand stands for is concerned. Thus, they pursue a deeper connection with the target audience. This is more so the case if they align with the said audience’s aspirations and beliefs. Values could, on this front, be inclusive of but they are not limited to inclusion and diversity, environmental consciousness, ethical manufacturing and/or sourcing, etc. Brand belief could incorporate not only the brand’s journey, but also its story.

Brand identity seeks to bring out the uniqueness of the brand. Lancaster and Massingham (2010) point out that it should be distinguished from brand image in the sense that the latter has got to do with the audience’s interpretation or perception of brand signals. Whereas the brand itself is the source of brand identity, the audience happens to be the source of brand image. Thus, when it comes to brand identity, one of the key questions to be floated is: what does the brand embody? For instance, a perfect wave-riding thrill happens to be what is embodied by the Quiksilver brand. On the other hand, discovery and exploration are two aspects that National Geographic embodies. The joy of creating as well as authentic creativity is an aspect embodied by Peter McKinnon.

To a large extent, brand identity helps a brand stand out in a competitive business environment. This is more so the case given that it comes in handy in the establishment and sustenance of meaningful connections with clients. According to Lancaster and Massingham (2010), brand identity helps make customers, who would have essentially interacted with the product once, long-term customers. It is important to note that today, most markets are intensely competitive. Persons who would want to buy a certain product or service are presented with almost countless options to choose from. In a sea of options, a brand needs to stand out. Thus, the relevance of ensuring that customers are presented with associations, stories, as well as experiences cannot be overstated. Armstrong, Adam, Denize and Kotler (2014) are categorical that in addition to helping an enterprise build loyalty and trust, brand identity comes in handy in efforts to establish deeper connections with customers and/or target audience. This, as the authors further indicate, is more so the case given that persons are likely to experience a deeper level of connection with a certain brand when they share the said brand’s values and have good understanding of its story. Thus, whenever they make a purchase, they are not just buying a random product, but embracing the identity and story of a brand.