Content
- What is a brand code?
- Components of a brand code
- Why is a brand code necessary?
- How to implement a brand code in a company?
What is a brand code?
A brand code is a conceptual model that helps to form a unique brand identity based on its core ideas and characteristics. This model integrates all the key elements associated with a company or product, including positioning, style, mission, utility, vision, and values. The introduction of the term belongs to marketer Thomas Gad, who developed the 4D branding concept. Gad claimed that a successful brand must correspond to four main dimensions:
- Functional utility;
- Social connection;
- Inspiration and self-esteem enhancement;
- Cultural contribution and addressing global issues.
Components of a brand code
The brand code consists of several key components, each of which plays an important role in forming its identity.
Positioning
Positioning includes the unique characteristics of the brand that distinguish it from competitors. These characteristics may include product features, pricing policy, target audience, and even usage conditions. For example, Coca-Cola has become associated with holidays in Europe and Russia, while KFC has established itself as a staple dish on Japanese Christmas tables. A positioning map helps to understand how consumers perceive the brand and identify free niches in the market.
Style
The brand's style is the image that arises in consumers' minds when they think of the product. It attracts and unites people with similar images. For example, a caring and reliable brand may appeal to family audiences, while a bold and trendy style will attract affluent youth. To define the style, brand archetypes can be used or the product can be described as a person by answering questions about its appearance, behavior, and character.
Utility
The utility of the product is determined by the benefits that the customer receives from interacting with the brand. To attract buyers, it is necessary to create products that make their lives easier. Poor-quality goods quickly lose consumer loyalty, even if they have precise positioning and a unique style. A striking example is the airline "Pobeda," which offers the lowest prices but often finds itself at the center of scandals due to lack of passenger comfort.
Mission and values
The brand's mission reflects its social benefit and meaning of existence for customers and employees. It helps unite the team around a common idea and increases loyalty. Values, in turn, are the principles that the company follows in its activities. They should be clear and close to the target audience. The company's values become especially important in difficult times, serving as a guiding beacon.
Why is a brand code necessary?
The brand code is an important tool for shaping the company’s image in the eyes of consumers. It helps:
- Create a unified representation of the brand;
- Select optimal formats and channels of communication with the audience;
- Develop the brand systematically according to clear principles;
- Expand the business, facilitating the integration of new brands;
- Gather a team of like-minded individuals with shared values and goals.
How to implement a brand code in a company?
To create a brand code, it is necessary to answer several key questions:
- What is the benefit of the product or service for the customer? (Utility)
- What distinguishes the brand in the market and makes it better than competitors? (Positioning)
- What are the brand's features? What associations does it evoke? (Style)
- How can the brand improve the world? What is its mission? (Mission)
- What principles guide the company? (Values)
- What will the brand be like in 10 years? (Vision)
The answers to these questions will form six brief theses, which will constitute the brand code. It is important that all elements do not contradict each other and create a holistic image.