Brand Identity

1. Brand Identity

3. Branding is …a disciplined process used to build awareness and extend customer loyalty …about seizing every opportunity to express why people should choose one brand over another.

4. Reasons for Branding • Easy to • buy • sell • build brand equity

5. “The best identity programs embody and advance the company’s brand by supporting desired perceptions.” “Identity expresses itself in every touchpoint of the brand and becomes intrinsic to a company’s culture – a constant symbol of its core values and its heritage.”

6. Positioning • Al Ries and Jack Trout (1981)

7. Big Idea • Organizational totem pole

9. Qualities of Effective Name

10. Types of Names

11. Tagline Characteristics • Short • Differentiated from competitors • Unique • Captures the brand essence and positioning • Easy to say and remember • No negative connotations • Can be protected and trademarked • Evokes an emotional response • Difficult to create

12. Taglines / Slogans

13. Brand Message

14. Brand Marks • Signature • Structured relationship between a logotype, brandmark, and tagline

15. Brandmarks

16. Look and Feel …is the visual languagethat makes a system proprietary and immediately recognizable. …expresses a point of view.

17. Look and Feel • Design (marrying form with content) • Color palette • Imagery • Typography • Sensory experiences