Brand Identity Q&A - What is this Brand Identity Process Anyway and Why Should I do it?
Brand Identity First
Before an organization can successfully build relationships with its external audience, the business must first determine those qualities that define its individuality—its unique brand identity-those values and qualities the organization hopes to stand for.
This brand identity development process demands that an organization take inventory—of its own resources and values, (we’re focusing on the bottom point in the picture here) the needs and wants of its customers and prospects, and the competitive landscape. Once this honest assessment is completed, the organization is then able to focus on the critical area of differentiation.
Branding Happens (whether you deal with it or not)
A common notion is that branding is an activity one consciously chooses to do. But the branding process, through which a unified, cohesive, and enduring “emotional imprint” is branded in the in the minds of an organization’s stakeholders and customers—happens whether we’re ready or not. Over time, impressions leave associations in the minds of customers. When the organization encourages staff participation in the brand identity development process, and thoroughly trains employees throughout their careers—customers have a shot at receiving a consistent brand experience.
In training its employees, Nordstrom transforms the meaning of customer service, to create customer service zealots who embody the passion of the Nordstrom customer-care brand identity. From ironing customer’s shirts to gift wrapping competitor’s products, and warming up customers’ cars in the winter, Nordstrom is committed to teaching its unique, zealous customer-care approach to its staff to keep customers paying premium prices and coming back for more.
Because branding occurs 24/7 with every staff member, web experience, print exposure, and stakeholder touchpoint—the goal of the brand identity development process is to control as much of the experience as possible. Brand identity definition and refinement aims to transform each connection into a memorable and meaningful brand experience.
What is the goal of a brand identity process?
The goal of the brand identity process is to consciously select those associations that have resonance and are memorable to your target audience and/or communities. Your organization’s brand is the sum total of these associations branded in the minds of your customers.
What should my brand identity look like?
The easiest way to physically capture you organization’s brand identity is through a bulleted list on one side of a sheet of paper. The brand identity structure, defined by David Aaker, is comprised of three componants: the core identity with 2-4 associations, the extended identity with up to 10 more associations and a brand essence statement of a word or short statement.
What should my brand identity feel like?
A strong brand identity should feel rich and textured.
What is the importance of connecting an organization’s brand strategy with its business strategy?
The brand identity should reflect the business strategy of the company and be detailed enough that—when accompanied with brand stories—it can guide the day-to-day decision making processes of employees. In this way, the brand identity ensures ‘on brand’ and consistent customer experiences.
What do you mean by the word brand “associations”?
The definition of Brand Association is anything that connects the consumers to the brand.
This can include imagery, product attributes, use situations, organizational associations, brand personality and symbols. Brand Associations are all the things you tie your brand name to.
Some associations for BMW are for example, mechanically superior, fun to drive, German engineering, performance, exhiliration, and holding retail value.
In addition, associations can be thought of as the bridges to the consumer’s life experiences. They are how the brand burrows into the memory of your audience by tying the brand something new, to experiences the target audience is already familiar with.
What do the bullets represent?
The bullets are a set of associations that are aspirational—what the organization wants the brand to stand for. However, the aspirational associations have some extremely heavy anchors in reality for your team. Each association must be anchored by a set of proof points that describe how your organization promises to deliver on the associations through its business strategy. It is important to select associations that:
· reflect the strategy and values of your organization
· your customers deeply care about and that improves their lives
· rally and energize your employees to be brand evangelists
· your organization can deliver now in some form and will continue to deliver over time
· differentiates your company from its competition (at least one association should do this)
These core brand associations will remain constant as your company moves to new markets, products or services This is in contrast to your brand image, that represents your brand’s current associations, which is quite fluid.
Make sure your employees and customers deeply care about the associations and that you can deliver what you are promising. Brands are personified by the people and products that represent those brands. If the entire organization isn’t clear and motivated on their marching instructions—your customers will likely see right through the scam and you’ll lose them forever. Don’t just select the associations that you want to be, select the ones that will both better the life experiences of your customers and that reflect what you can honestly deliver. Brand guru, David Aaker also stipulates that at least one of the 2-4 core identity associations be a market differentiator.
Examples: In the consumer world, McDonald’s got reamed when they adjusted their brand identity to include “fostering a fun, friendly feeling. The McDonald’s ad execs came up with the tagline, “We love to see you smile,” intended to capture and promote this “reality.”
You can well imagine why the campaign bombed. Actual consumer experiences didn’t live up the ‘fostering friendly fun” hype.
Can’t you imagine some of the customer feedback? “How can I smile when I’ve been running my car airconditioning for half an hour to receive a grunt from a teenage twit, who doesn’t apologize for the wait and then proceeds to give me a fish fillet instead of a Big Mac.”
Most ad execs agreed (and everyone else) that this was a clear example of an ill-conceived marketing campaign. Why? The marketing execs failed to select a promise of a customer experience (fostering friendly fun) that the entire organization (right) could honestly deliver at all touch points.
As customers, whether of high tech or consumer products, we critically weigh in and mentally rate (and sometimes review online) our product and service experiences. We determine quite quickly whether a company is telling the truth or trying to scam us. When they consistently come through, we register pleasure, become brand loyalists and come back for more. When we’ve been scammed, we complain, stop buying and tell everyone who’ll listen what jerks they are.
What’s the brand identity bottom-line lesson for start-ups?
Don’t say you’re the fastest when you’re not. Don’t say you’ve got the best GUI if it isn’t. Focus, instead, on your strengths. If your product is the most scalable solution in the market - and your customers can back that up - then build your differentiation around the business benefits of scalability.
A great brand is built when a company dedicates itself to brand associations that create a meaningful and engaging user experience that consistently meets the needs of the people who consume that service or product.
A laptop company that brags about its feather weight—yet it still takes biceps to heft—is asking for a negative reaction. When high tech companies pioneer and promote new technologies, they have to remember to deliver on the experience side of the equation. While their new products and services are cool and breakthrough and revolutionary, they also have to do what you claim they will do and can credibly deliver. And they must foster a positive experience from the folks who put up the bucks to buy them.
Recent Comments