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 brands 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...

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...…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 brands 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…