Brand Identity

“A brand is not a product. It is the total sum of everything a company does–the good, the bad and even the off strategy, that creates a large context or an identity in the consumer’s mind.”

— Scott Bedbury (Formerly of Nike and Starbucks)

The visualization and symbols associated with the design always catches everyone’s eye.

Likewise, the first thing we think when we consider “brand identity” is a good logo. A good logo can do wonders, but branding identity goes far beyond — website development, content, business cards, and many other scenarios. Evidently, in business, the perceptions created through Brand Identity in regarding the company and offerings are vital to success.

Brand Identity is the total proposition that a company makes to consumers – the Promise it makes. It mainly constitutes,

  • features and attributes
  • benefits
  • performance
  • quality
  • service support
  • values that the brand possesses

In short, Brand Identity is everything the company wants the brand to be seen as. In this context, the brand can be viewed as a product, a personality, a set of values, and a position it occupies in people’s minds.

At pd, we insist to our clients that a unique qualified Brand Identity is extremely influential in creating a powerful measurable impact on the target audience while visually conveying the inherent strengths of the organization. For the same, we suggest on the following steps to be implemented,

Write down your brand message. The key messages you want to communicate about your brand.

Get a great logo. Place your logo everywhere.

Develop a tagline. Write an outstanding, meaningful and concise statement that captures the essence of your brand.

Create a voice for your company. This voice should be applied to all written communication and incorporated in the visual images of all materials.

Create brand standards for your marketing materials. Use the same color scheme, logo placement, look and feel throughout.

Incorporate your brand. Includes every aspect of your business–how you answer your phones, what you or your salespeople wear on sales calls, your e-mail signature.

Be true to your brand. Customers won’t return to you or refer you to someone else, if you don’t deliver on your brand promise.

Be consistent. This may come as a last point but is most important as it incorporates all the above points. If you can’t do this, your attempts in establishing a brand will fail.