How to build a strong brand?
·
Define
elements of brand identity
Definition of
BusinessDictonary.com: The
visible elements
of a brand
(such as colors,
design,
logotype,
name, symbol)
that together identify and distinguish the brand in the consumers'
mind.
Definition of Investopedia.com: A company’s brand identity is how that
business wants to be perceived by consumers. The components of the brand,
(name, logo,
tone, tagline, typeface) are created by the business in an attempt to reflect
the value the company is trying to bring to the market and to appeal to the
customers in the market where the company sells its goods. Brand identity is
separate from brand image.
·
How
to communicate brand identity?
o
Effects
of renaming?
The
branding of a company should be based on research, and the implementation of it
should be top down. In order for a brand identity to shine through, the key is
in the consistency. Set rules for when you will absolutely always default to
the brand to make key (and sometimes difficult) decisions easier.
Ultimately,
your brand identity will seep into every nook and cranny of your company –
whether it’s good or bad. So when you’re ready to start exploring your brand,
know that at the end of it all, you might not just have a new logo, you may
have an entire cultural shift.
Example for renaiming: Orange entered the
telecommunications market in Switzerland in 1999 as the third mobile operator
and has to grown to 1.6 million customers. In 2011, Apax partners bought Orange
Switzerland from its owner, France Télécom, and kept the well-recognized brand
name by licensing it, which is a very costly endeavor. Earlier this year,
French billionaire Xavier Niel, purchased Orange Switzerland for a smooth $2.9
billion and last week changed the name to Salt
with a new identity and campaign by Publicis
Switzerland.
From my point of view, the renaming of orange was a huge hype in the swiss media. Additionally, the hole corporate identity looks very modern now, especially the logo. That's why I think this renaming was pretty successfull.
·
Brand
identity today
o
Examples
in brand identity
In my
experience, a lot of companies are ambitious to reach a very good reputation
and image. Thus, companies have often a part “About Us” on their website to show
how good, successful or whatever they suppose to be. For example, you can find
the about us page of my employer below:
o
Trends
in brand identity
We're entering a new 'Human Era' for branding:
In 2014, everywhere you looked, it seemed brands were
springing to life – finding their human sides and learning to connect in truly
authentic ways. Some for the first time. Even a few famously uptight
institutions let their hair down, got rid of the jaw-breaking jargon and
started talking and acting like people.
At Lippincott,
we've seen a fundamental shift from 'Institutional Era' to 'Human Era' brands.
Today's admired brands are flatter and less centralized than those before them.
They listen to the world around them and are open to their customers' input.
Their delivery is more intimate and personalized, and also more inclusive. They
realize that customers seek not just to buy something, but to buy into
something.
There are
the following 5 big branding trends for 2015:
1.
Talking and acting like people
2.
Being real, and even flawed
3.
The return of fun
4.
Empathy
5.
Empowering individuals to be the
brand
You can find examples and detail explanations here:
Sources:
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