What is brand identity?
The strategic, visual and verbal elements of a brand that define its identity and in combination create a relevant and differentiating brand experience.
The elements include, for example, positioning (brand idea, brand story, brand personality), tone of voice and key messages, the logo, imagery, colors and fonts, layout principles and special design elements. The brand identity can stand for corporate brands as well as product brands.
What makes a good brand identity?
A good brand identity translates the corporate or product brand strategy into a tangible brand experience. It is characterized by consistency, attractiveness, authenticity and relevance. A strong brand identity consists of a chain of positive experiences and interactions at all touchpoints. Ideally, the brand identity creates an emotional connection between the brand and the customer, increases customer satisfaction, strengthens trust in the brand – and thus promotes brand loyalty.
How to develop a good brand identity?
To make a brand the leading brand in its segment, a clear, strategy-based brand positioning is required. The positioning forms the basis for the development of the brand identity: the brand idea and the attributes of the brand personality are translated into visual elements (logo, imagery, colors, typography, animations, secondary design elements, layout, etc.). These design elements interact to create a coherent and intuitive brand experience that conveys the positioning.
What is the purpose of a good brand identity
The brand identity enables stakeholders to identify with the attributes and values of the brand.
What is the difference between brand identity and brand experience?
Both terms are often used as synonyms. However, the term brand identity is increasingly being replaced by the term brand experience. In addition to the actual identity, brand experience also encompasses the external view of the brand, namely the sum of all experiences and interactions that a stakeholder has with a brand, along visual, physical, auditory and olfactory touchpoints. UI/UX (user interfaces / user experience) also play a key role.
What are the most common mistakes when developing and implementing a brand identity?
- Building the brand identity from an internal perspective (description of the status quo), instead of developing a positioning that describes the position the brand wants to occupy in the future – credible and relevant
- Inconsistent appearance and messages. Inconsistency weakens recognizability and confuses stakeholders.
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