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Apr 10, 2022

Brand Identity: The What, Why, When, and How (With Examples!)

by Natasha Safronova

The WHAT Before we dive deep into brand identity, let’s get our definitions straight. Brand identity does not equal brand. It is important to not confuse the two. As David Ogilvy defined it, the brand is “the intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised.” Brand identity, on the other hand, is how the consumers perceive the personality of the company and its products or services. Elements of branding include: Company and/or product name Company logo and product packaging Corporate color palette and a visual style guide Website and corporate social profile design Elements of brand identity include: Voice of the brand Look, feel, and aesthetic vibe of the brand Core brand values Brand personality traits A crucial part for your business success and brand identity is the outcome of your branding efforts. The WHY A reliable brand identity becomes a strong competitive advantage that will have a tangible impact on attracting new customers and retaining existing ones. Why? Because brand identity evokes emotions. When customers feel good about the brand, they’ll develop positive associations and will naturally be more engaged and loyal. Consider these statistics: When individuals have a positive emotional association with a specific brand, they are 8.4 times more likely to trust the company, 7.1 times more likely to purchase more and 6.6 times more likely to forgive a company’s mistake. Ads with an above average emotional response from consumers caused a 23% increase in […]

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