Brand identity is more than a logo or tag line, it represents the way a company interacts with and serves its customers.
Brand identity may be one of the most widely misunderstood marketing concepts. Often assumed to be simply a logo and tag line, the full spectrum of brand identifiers encompasses much, much more. A truly realized brand incorporates elements that, taken together, clearly explain how a company's products or services interact with its customers and the larger world. Strong brand identities help potential customers understand what makes a company and its products or services unique.
Visual Elements
Visual brand identity elements include anything a customer or potential customer may see referencing the company, such as the company logo and tag line printed on an advertisement or billboard. However, visual elements go beyond this simple brand expression. From an identified color palette and typography to the symbolism embedded in a design, visual elements should be specific and mandated across the organization. To ensure consistency, the company should have letterhead, business card, presentation, advertising, packaging and email signature templates.
Product Elements
Brand identity elements extend to product features. Imposing the logo, tag line, approved colors and other elements on product packaging is part of branding, but the product itself is also an expression of the brand. Special product features and functions that uniquely benefit customers are product-based brand elements. The Apple brand, for example, is favored by early adopters and design professionals, thanks to leading-edge products like the iPad and product features like superior processor speed. The product and brand are interchangeable and inseparable.
Service Elements
A realized brand includes the expected interactions between customers and the company and its employees. For example, the Nordstrom department store brand expresses more than just high-end shopping. For the vast majority, Nordstrom is synonymous with exceptional customer service thanks to repeated examples of associates going above and beyond. People rely on personal experience and the experiences of others to evaluate and internalize brand meaning. Thus, service brand elements include things like response time, return policies, perception of treatment, etc.
New Media Elements
Given the proliferation of "new" or "social" media, brand managers have been challenged to translate and manage brand identity across new platforms. Maintaining the visual brand image while remaining sensitive to the new platform is critical. Don't dismiss opportunities like Facebook, Twitter and LinkedIn as a way to speak directly and openly with customers, building an established brand further through direct experience. Additional popular online branding elements include company-maintained blogs or partnering with like-minded companies online to co-promote and extend their brand to new markets.
