What is brand identity: types and how to develop it
Posted: Tue Feb 18, 2025 8:36 am
Identity is the visualization of a brand, its advertising strategy . The term comes from the English identity. A well-developed identity is one of the most effective methods of competitive struggle. A brand formulates its values, and its identity helps to convey them to the target audience. This is done with the help of images, colors, they can be complemented by a soundtrack (branded jingles), etc. It is important that all elements are selected taking into account the cultural characteristics of perception.
It helps not only to increase brand recognition, but also:
establish communication with the target audience;
make a good first impression;
strengthen brand trust;
to distinguish the brand from its competitors;
talk about his values;
unite the team.
Therefore, its creation helps to build a good georgia mobile database reputation, increase sales volumes and expand business.
Basic elements of identity
To form a brand image, basic elements are needed:
Brand name. It should be bright, easy to remember, and have a pleasant sound.
A slogan is a short phrase that should be catchy and have an emotional impact. For example, Nokia's slogan is "Connecting people". It is both a reflection of the brand's values and a memorable phrase.
A logo is a symbol of brand identification, its graphic representation. A logo can combine visual and textual elements. It must be recognizable, and for this it must be easy to remember and convey the basic ideas of the company to users.
Font or typography, because it is not only the letterform that matters, but also the spacing between letters and lines, indents and other features. When developing an identity, designers may offer two or three variations of the same font for different situations.
Color plays an important role in brand perception because it speeds up memorization and facilitates visual identification. The red color of Coca-Cola labels and cans helps to quickly find the drink on supermarket shelves. To select a color, marketing research is conducted to understand what associations different shades evoke in the target audience.
Sound. Usually these are branded jingles. But, for example, for the Pepsi brand this is the characteristic sound of a can of drink being opened, and in retail chains these can be their own playlists in stores and cafes.
Other components that build an associative series. For example, at IKEA it is the taste of the signature meatballs in their restaurant (although the store is far from the catering industry), and for premium car brands it is the smell of a new car (although it is synthesized, and this aroma is simply sprayed in the car like a regular spray).
It helps not only to increase brand recognition, but also:
establish communication with the target audience;
make a good first impression;
strengthen brand trust;
to distinguish the brand from its competitors;
talk about his values;
unite the team.
Therefore, its creation helps to build a good georgia mobile database reputation, increase sales volumes and expand business.
Basic elements of identity
To form a brand image, basic elements are needed:
Brand name. It should be bright, easy to remember, and have a pleasant sound.
A slogan is a short phrase that should be catchy and have an emotional impact. For example, Nokia's slogan is "Connecting people". It is both a reflection of the brand's values and a memorable phrase.
A logo is a symbol of brand identification, its graphic representation. A logo can combine visual and textual elements. It must be recognizable, and for this it must be easy to remember and convey the basic ideas of the company to users.
Font or typography, because it is not only the letterform that matters, but also the spacing between letters and lines, indents and other features. When developing an identity, designers may offer two or three variations of the same font for different situations.
Color plays an important role in brand perception because it speeds up memorization and facilitates visual identification. The red color of Coca-Cola labels and cans helps to quickly find the drink on supermarket shelves. To select a color, marketing research is conducted to understand what associations different shades evoke in the target audience.
Sound. Usually these are branded jingles. But, for example, for the Pepsi brand this is the characteristic sound of a can of drink being opened, and in retail chains these can be their own playlists in stores and cafes.
Other components that build an associative series. For example, at IKEA it is the taste of the signature meatballs in their restaurant (although the store is far from the catering industry), and for premium car brands it is the smell of a new car (although it is synthesized, and this aroma is simply sprayed in the car like a regular spray).