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Different Brand Elements To Develop Your Identity

Written by Hemant Panchratan

June 24, 2020

Tips to Develop Your Brand Identity

A reliable brand name is what every seller desires. A name, symbol, or a design that identifies one seller from other sellers is known as a brand. Branding, on the other hand, is a complex topic. Branding is the market practices that actively shape a brand.

Branding also involves several processes that help create a healthy and positive perception of a company and its products and services. Mobile app development, websites, banners, and hoardings are part of the branding process.

There are, however, a few branding elements that a company can incorporate into its branding process, which can prove beneficial.

#1 Brand identity

is like a person who has a personal identity that makes him unique; in the same manner, a company creates a brand identity by incorporating all the elements of branding to get its name identified by the customers. Simply speaking, brand identity is how people recognize your brand.

People may recognize your company and its product and services through your logo or some visuals associated with it. Therefore, while designing your brand, try to keep the logo or the design of your brand simple and identifiable, which will determine its future.

Let me explain this to you with a simple example; you all must have seen the logo of Nike. The simple swoosh logo is easy to identify, and what is identifiable is sold in the market quickly.

#2 Brand image

The idea that people develop in their minds about your brand is known as brand image. For example, Apple has an image of making high-quality electronic gadgets that are quite expensive. So their brand image is all about making high-end products. If they start manufacturing budget-friendly products, their premium customers will not take it, resulting in diluting the image.

Once a brand image is formed for your products and services, it is hard to change that and might hamper your business. So before you start investing money in your business, take note of what you are aiming for as your entire branding strategy will depend.

#3 Brand positioning

The way a product is placed in the market is known as brand positioning. It clearly defines what segment of the market it is targeting. For example, Amazon is the world’s leading e-commerce company and targeting online customers. It is positioning in the market is based upon the relationship that it builds with its customers, and the shopping experience it provides.

To maintain its positioning, Amazon provides highly affordable products to its customers, which they can select amongst millions of products that, too, with prompt delivery times. The company also gives its consumers the freedom to say whether they liked the product or not. Thus before anything else, select your target audience and create a high brand positioning.

#4 Brand personality

Like you have a personality. A brand also has a personality. Brand personality is an emotional or personal quality that a customer or a user associates with a particular brand. Every element of the brand identity, such as the logo color or the typography, adds to its personality.

For example, a consumer can associate Pepsi with youthfulness or Woodland with ruggedness. Therefore, it is necessary for companies to consider brand personality as it helps to ease communication with the customers. Customers can easily relate to the traits that he or she possesses the personality traits of the brand. This way, they create an emotional connection with the brand and continue to be loyal to it.

#5 Brand equity

The value of the brand is known as brand equity. It may include tangible financial value as well as intangible aspects. If consumers think highly of a brand, it has positive brand value and vice versa. With a positive brand value, companies can charge more for their products and services and also increase their stock price.

For example, in the year 2015, Apple was ranked as the world’s most popular brand. Before extending the brand to iPhones, it built its reputation by manufacturing Mac computers and laptops, which was highly recognized and appreciated by the consumers as the Apple products met their expectations. A positive review helped Apple in creating positive value and therefore enhanced brand equity.

#6 Brand experience

Brand experience is what a consumer gets while purchasing and using a brand. For example, there is a reason why you visit a KFC outlet every time. You like the way staff behave with you and are always quick with your order. And of course, you like the taste of the food. You also like its ambiance and decoration.

This is the reason KFC has multiple outlets all over the world. So, wherever you are in the world, whenever you visit a KFC outlet, you expect them to maintain a uniform standard every time. KFC establishes a great brand experience amongst its customers and therefore is a big brand today.

#7 Brand differentiation

The way a brand stands out in the crowd is known as brand differentiation. If consumers can easily differentiate your products and services from the lot, it is a positive indication for your brand. A consumer can easily differentiate your brand based upon the physical characteristics of your product or the type of service you offer an emotional response to your brand triggers or its presentation.

Therefore there are many ways through which you can differentiate your brand. You can develop and apply an effective brand differentiation strategy that can prove to be profitable for your business and which establishes a strong brand name.

#8 Brand communication

The message that a brand delivers through its advertisements, punch lines, brochures, and hoardings is known as brand communication. A brand that communicates its core benefits to its customers can easily grow.

The success of the brand must have a powerful and healthy communication with its customers. Through brand communication, companies can easily inform, teach, and enrich their customers’ knowledge about their brands.

For example, the punch line of Apple is “think different.” With its highly attractive punch line, the company communicates that it provides products that are not common in the market; on the contrary, they are unique and special.

#9 Brand Gap

The brand gap is the difference between what a brand promises and what it delivers is known as the bandgap. For the success of a brand, it is evident that the gap should never be very high.

For the success of the brand, it is imperative to keep the gap to a minimum and deliver what it promises through brand communications. Your all the efforts of building a brand name shall come to an end if the gap is very high.

Therefore your brand must communicate clearly to its customers what it serves. If the gap is too much, your company is most liable to doom.

#10 Brand extension

When a brand thinks about exploring new fields and plans to go beyond its origin, it is known as a brand extension. It is good to extend their products and services, but it should be done in a manner so that the existing operations complement them.

For example, Google extended its services to emails and mobile operating system after starting as a search engine. It gained market intelligence first through its search operations, which enabled it to extend and develop other services.

So if you are planning for brand extension, keep in mind that your existing operations complement them and not substitute them.

It takes time and effort to build a reliable brand name. However, if you incorporate the branding mentioned above elements while making your brand name, success is guaranteed.

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