Posted in How To, Marketing
on Apr 3rd, 2015 | 0 comments
What is Brand Identity?
Business Dictionary: The visible elements of a brand (such as colors, design, logotype, name, symbol) that together identify and distinguish the brand in the consumers’ mind.
Investopedia: How a business wants a brand’s name, communication style, logo and other visual elements to be perceived by consumers.
Kapferer’s Brand Identity Prism Model: The brand identity prism by Kapferer describes the brand through six different facets. The identity of a brand describes what makes it stand out and special, as well as the attractiveness of the brand.
- By the brand’s physique the physical appearance is meant. This includes a prototype of the brand: the product that represents the brand’s qualities.
- The brand personality connects the brand with human characteristics to differentiate. It is the way a brand speaks to its customers.
- Every brand tries to build a relationship with its customers. This relationship is more obvious for service brands, but product brands like Porsche and Morgan build relationships with their clients The question here is what role does the brand occupy in the relationship. It could be being a friend or being dominant.
- The culture of the company is reflected by the values the brand is communicating. Values can be linked for example to the origin of the company and their heritage.
- The reflection of a brand can be seen as the typical user of the product it is the outward mirror of the brand. It therefore often gets confused with the target market.
- The self-image is the way customers see themselves when using the brand and how this makes them feel. (Kapferer, 2012)
What are the top 3 things that make customers loyal to a brand?
Quality – Quality in business, engineering and manufacturing has a pragmatic interpretation as the non-inferiority or superiority of something; it is also defined as fitness for purpose. Quality is a perceptual, conditional, and somewhat subjective attribute and may be understood differently by different people.
Customer Service – The process of ensuring customer satisfaction with a product or service. Often, customer service takes place while performing a transaction for the customer, such as making a sale or returning an item. Customer service can take the form of an in-person interaction, a phone call, self-service systems, or by other means.
Price – For many consumers, price is a very important attribute. The attribute price can indeed be more important on decision making than that of quality, brand name and others. One can conclude that consumer consideration to decide product brand is mainly based on price. The main question is how consumer brand decision is effected by price fluctuations. Does consumer move to another brand as price rise?
Branding Gone Bad :
Pizza Hut Tries to Lose the Pizza
For some bizarre reason, Pizza Hut made an attempt to rebrand in 2009 by calling themselves “The Hut.” As a result, the fast food chain received a significant amount of ridicule from the public, and had to revert back to the original name. Although the company may deny rumors regarding the name change, photographic evidence of the redesigned logo are still circulating online.
When British Airways Removed the Union Jack
In 1997, British Airways executive Bob Ayling stated, “Perhaps we need to lose some of our old-fashioned Britishness and take on board some of the new British traits.” The company then embarked on a project that saw the Union Jack tail fin flag being replaced with other designs. After receiving numerous complaints from customers, this decision was reversed in 2001 when Ayling was replaced by Rod Eddington, and the Union Jack was once again painted on the fleet’s tail fins.
How Important is Brand Identity?
Social Media and Brand Awareness:
Without the right content, your social media marketing just can’t be as effective. After all, marketing is only at its best when the right message, right people, right information and right frame of mind all align, regardless of the communications channel.
So what’s the secret?
Here are a few quick pointers on building social content that will captivate your audience, reinforce your brand promise and increase awareness.
- Know your audience, not just in terms of basic demographics, but what they think, how they think, why they believe what they do and how you’re most likely to influence those beliefs or behaviors.
- Good conversations solidify relationships. Your fans will feel a deeper connection with your brand if you can capture their imagination and spark a discussion.
- Quality, not quantity. With social media in particular, it’s not always about the number of fans or followers, but who is actively responding to and engaging with your brand.
- Sustain an emotional connection. That’s how the strongest brands build loyalty with their consumers. Follow that example; without it, your awareness will likely suffer and your brand can stagnate.
- The customer is always right. Remember: your brand is not fully created in the boardroom, but in the minds of your customers.