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Brand Identity

Brand Identity

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Brand Identity

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Presentation Transcript

  1. Brand Identity

  2. Branding is …a disciplined process used to build awareness and extend customer loyalty …about seizing every opportunity to express why people should choose one brand over another.

  3. Reasons for Branding • Easy to • buy • sell • build brand equity

  4. “The best identity programs embody and advance the company’s brand by supporting desired perceptions.” “Identity expresses itself in every touchpoint of the brand and becomes intrinsic to a company’s culture – a constant symbol of its core values and its heritage.”

  5. Positioning • Al Ries and Jack Trout (1981)

  6. Big Idea • Organizational totem pole

  7. Qualities of Effective Name

  8. Types of Names

  9. Tagline Characteristics • Short • Differentiated from competitors • Unique • Captures the brand essence and positioning • Easy to say and remember • No negative connotations • Can be protected and trademarked • Evokes an emotional response • Difficult to create

  10. Taglines / Slogans

  11. Brand Message

  12. Brand Marks • Signature • Structured relationship between a logotype, brandmark, and tagline

  13. Brandmarks

  14. Look and Feel …is the visual languagethat makes a system proprietary and immediately recognizable. …expresses a point of view.

  15. Look and Feel • Design (marrying form with content) • Color palette • Imagery • Typography • Sensory experiences