What is brand identity?
To embody the position, it must be visible through all elements of the marketing mix and create a brand identity and personality. But brand identity should not be confused with its brand image.
What is brand identity?
Identity is what a brand does through customer experience, communication, pricing, etc.
Image is how consumers interpret it.
Of course, the whole challenge is to ensure that the two worlds come together. In the vast majority of cases, there is a lag and the best way to fix it is to listen to consumers.
Design and communications agencies support brands in conveying identity to consumers. Their creativity is driven by the search for meaning, values and experiences. But this only works if the brand’s objectives understand the signals being sent and are seen tangibly in their purchasing experiences.
This is one of the core beliefs of the retail agency and the foundation of our value proposition. When you want to establish a brand identity, you have to assume its position. You have to make sure that the symbols and signs are visible and understood. It is essential to validate the promise and that the proofs are effective in the “real life” of customers.
Co-construction is the best way to combine identity and image. When they are well supported, consumers know how to fully interpret their perceptions of the brand. Whether it’s creating a new concept or revamping themselves, brands benefit greatly from direct feedback from consumers’ use of their retail spaces. This is on a large number of foundational elements of brand identity that the customer experience conveys.
A brand is defined by a set of distinctive signs that allow consumers to easily recognize it. It is embodied by a proper noun, word or expression and is generally associated with a logo and slogan. It also consists of its own elements, such as its history, values and mission.
The concept of a brand includes much more than just a name or symbol. A key component of corporate identity, a brand identifies a name or type of product manufactured by a particular company.
Your brand identity consists of your message, your values, the way you communicate your ideas and the emotions you seek to evoke in consumers when they interact with your brand. In other words, it matches the personality of your business and the promise you make to your customers. It is sometimes defined as “what people say about you when you are not around”.
You must succeed in making yourself authentic and indispensable in the eyes of the general public. What makes you special? What problem do you respond to? What benefits do consumers get if they buy your products?
Identify the right market
This step is essential in creating a brand. To reach potential customers, it is necessary to get to know them and improve their profile as much as possible.
The ideal goal is to identify the brand’s typical customer, which is more commonly called in marketing language. It is important to be as specific as possible. You should specify their age, education level, income, place of residence, family situation or even their motivations for purchasing and their consumption habits. This persona is your primary goal.
At this stage, you should also start studying the sector of activity in which you want to invest and identify all your competitors. The goal is to create a map of the companies present in this market in order to evaluate their strengths and weaknesses and find a position that distinguishes you in the eyes of consumers.
Identify the right distribution channels
At this stage, it is necessary to determine how the products will be transported from the point of manufacture to the final customer.
The company can opt for direct distribution. In this case, it sells its products itself without going through any intermediary. It is either a sale in a store or through a website. This channel is usually chosen by small local companies.
It also has the possibility of going through an indirect circuit that involves the intervention of one or more intermediaries (retailer, distributor, wholesaler).
In any case, the choice will be made according to the nature of the product, the volume of sales, the costs of each of the intermediaries, and of course the type of customer.
Surround yourself with a qualified team.
To successfully grow your brand, you must know how to surround yourself with qualified people who share your values. Each of them should have well-defined goals as well as knowledge of their skills and performance. A motivated team that is proud to belong to the company becomes your best ambassador to the general public.