Posted in Marketing and Strategy Terms, Total Reads: 1739
Definition: Brand Identity
Brand Identity is an image a what company wants to project in the customer's mind. Brand Identity is totally controlled by a company opposite to brand image which gets formed on its own. Brand identity is a feature associated with a specific company, product and service or individual by which it is expressed externally to the world and distinguished it from other companies, products, services or individuals in the same area. Company can use brand elements like imagery, logo, campaigns, positioning etc to picture a personality and values around a brand which they want the company to see.
A brand identity is unique to the beholder of the same and is used to communicate with and attract the target market through various branding and marketing strategies. Brand Identity encompasses a wide variety of factors such as brand vision, brand culture, positioning, personality, relationships, and presentations. It is generally a combination of aspirational and functional aspects associated with the brand which do not merely signify the reason to buy but also provide a differential factor which is difficult to replicate.
A strong brand identity results in strong customer loyalty, good prices and high credibility. It also instills firm a sense of pride within the employees working for the organization and boost employee morale and loyalty. Unlike brand image which is how the customers perceive the brand, brand identity is created by the organization itself and for an organization to be successful, it is essential that there is no negative gap between the two. Brand identity is a noticeable element generally in the form of a trademark, name, symbol, tagline etc.