What is brand identity?

Brand identity encompasses a whole range of associations that a company aims to form with its audience. These associations cover visual elements, communication style, values, emotional characteristics, and unique advantages that should distinguish the brand in the market. The concept of identity was introduced in 1986 by French economist and marketer Jean-Noël Kapferer, and since then it has been supplemented by various approaches from other experts such as David Aaker and Leslie de Chernatony.

Brand identity is the foundation for understanding how a company wants to be perceived. It includes various identifiers such as logos, communication tone, values, and emotional traits that help customers associate certain qualities with the brand. For example, the Nike brand is associated with high-quality athletic footwear and comfort, which is an important part of its identity.

Why is brand identity important?

Brand identity plays a key role in its success, and having it allows for solving several important tasks:

• Recognition: Identity helps make the brand easily recognizable. For example, Coca-Cola ads immediately evoke associations with red trucks and a famous melody.
• Differentiation: Identity helps stand out against competitors due to unique characteristics. The Apple logo with a bitten apple is a vivid example of how visual elements can make a brand unique.
• Attracting and retaining customers: Identity forms the right associations and emotional connections with consumers, which contributes to increased loyalty.

Components of brand identity

There are many approaches to analyzing the structure of brand identity. Let’s look at the main models:

By Jean-Noël Kapferer

Kapferer proposed the "Brand Identity Prism" model, which includes the following elements:

• Visual characteristics: logos, colors, and other external attributes.
• Personality: human traits associated with the company.
• Culture: values, principles, and traditions of the company.
• Relationships: communication style and tone of voice.
• Reflection: the client's self-image through the products.
• Self-image: how customers perceive themselves when using the company's products.

By David Aaker

Aaker developed the "Brand Identity System" model, which includes two levels:

• Core level: key ideas of the brand that reflect its essence.
• Extended level: includes four groups of elements: product, organization, personality, and symbol.

By Leslie de Chernatony

De Chernatony identifies five elements of identity:

• Brand attributes: external signs such as name and logo.
• Benefits: advantages of products for consumers.
• Emotions: feelings evoked by interaction with the brand.
• Values: key ideas on which the company is based.
• Personality traits: individuality of the company.

How to create brand identity?

Creating brand identity is a multi-stage process that requires careful analysis and a deep understanding of the market. Here are several key steps:

• Market and competitor analysis: conduct a SWOT analysis to identify competitive advantages.
• Studying the target audience: determine the characteristics and needs of your audience.
• Defining personality and attributes: create unique elements that reflect your company's story and values.
• Testing identity: test your concept on a focus group to understand how it is perceived.
• Consolidating identity: document the key elements in a brand book and maintain them in communications.
• Monitoring associations: regularly conduct research to assess the perception of your brand.