Defining your brand<br />:<br />It provides a brand with an identity<br />An identity will:<br />mark out the brand within its competitive environment<br />trigger associations which will contribute to the differentiation of the brand itself<br /> <br />The identity of a brand is the synthesis between: <br />the visual reference points (logo, packaging, etc.), <br />the messages (advertisements, web site, etc.), <br />and the collective perception of the brand by customers or by the community at large<br />Honesty and transparency must prevail throughout the whole process, otherwise the repercussions of an unrealistic brand development may be fatal.<br />
The identity of a brand rests on three main pillars:<br /><ul><li> identity
behaviour </li></ul> <br />If just one of these three pillars is neglected during the brand development process, there is a real danger that the definition of the brand will turn out to be incomplete, unrealistic or deceptive<br />Defining your brand<br />
The brand in “pull” markets<br />An incomplete or unclear brand identity will be met with indifference.<br />Expansion within a B2B market hinges much more on vicinity to the community, its problems and its needs.<br />As brands moves from “start-up” to “established”, the shaping of their identity relies increasingly on your own strengths, interests, self-perception, and motivation.<br />
1. Input = Output<br /><ul><li> Look at the brand from as many different perspectives as possible.
Concentrating exclusively on the top level management could do more harm than good to the future brand identity. </li></ul> <br /><ul><li> Therefore, ensure that the process put in place assimilates inputs both horizontally and vertically. </li></ul> <br /><ul><li> It is not uncommon for really valuable inputs to come from outside when considering the brand from the market, customer's or even non-customer's perspective. </li></ul> <br /><ul><li> The more extensive the preparation and research phase, the better founded the resulting brand identity will be.</li></li></ul><li>2: Personas<br />The production of information that has characterised the first phase gives rise to: <br /><ul><li> characteristics
and tasks that will be typical of the future brand </li></ul> <br />The brand is pictured as a persona/an identity. <br /> <br />Its features are defined in the greatest detail. <br /> <br />Simulate various situations in order to determine the behaviour of the brand. <br />
3. Visual identity<br />Experiences and observations lead to the most important phase – <br />raising awareness about the brand.<br /> <br />It’s the creative interpretation of the brand personality. <br /> <br /><ul><li> Formulate the core statements.
And decide on the appearance and the definition of the visual identity.</li></li></ul><li>What's next? <br />Once a new brand has been defined, it is necessary to introduce it in the company and in the market with the same amount of sensitivity with which it was established.<br />Because a brand becomes a brand only once the community says that it is a brand and says what it stands for.<br />