Identify Your Brand Identity

Each and every brand tells a different story. And, each brand offers a different experience. What makes you remember a brand? Is it the brand name or the brand logo? The brand slogan or the brand colours?

When combined, these form the essential visual identity of a brand that translates the brand strategy into a clear and precise message. The strategic identity stems from the core business model, expressing a consistent and unique vision with a no-nonsense and practical mission. This ensures strong associations in the mind of the consumer, inspiring trust and respect in the long term.

Brand identity expresses the way a brand wants to be perceived by its target audience, serving as the first visual communication between a brand and its target audience. As such, effective and distinguishing brand identity is essential to transmit a clear and positive brand image.

In the broad definition of brand identity, brand name and brand logo are among the most fundamental elements elaborated to represent the company, product or service. Since these elements are the masterpieces of a company's brand identity, adopting a distinguished brand name and brand logo can enhance the brand positioning in the market. Also, the right brand name and brand logo differentiates the brand from other brands in the saturated marketplace and eventually creates an emotional relationship with its target audience.

As a memorable phrase that reinforces the brand position, brand slogan too can form a strong brand identity for a brand whereby reinforcements promote better brand recall among the target audience. An effective brand slogan should also be able to identify its core values and strengths. Just as Nike establishes its belief and principle with Just Do It and Air Asia's Now Everyone Can Fly caters without frills to the need of its target audience towards its business responsibility.

Let's ponder on colours. For example, the colour red. What brands pop into your mind? Manchester United, Nescafe or Honda?

Clearly, brand colours also play an equally integral part in establishing brand identity. The brand colours must complement the nature of the brand's industry because different colours convey different emotional values. Also, the brand colours must be consistent throughout the brand execution, without which will dilute the mind share and prevent the brand from creating lasting impressions among its target audiences. All in all, it takes the complete formation of brand name, brand logo, brand slogan and brand colours to establish a strong brand identity.

The brand, DiGi is simple to spell and easy to pronounce, which makes it easy to recall. Its distinctive brand name in the mobile service industry distinguishes itself from the rest of the competitors. Also with a techno-mobile brand name, it embodies the beliefs and lifestyles of its target market.

For DiGi Prepaid MTV Powerpack, the brand logo is eccentric and energised to project a fun and exciting image. This fuels a bond with the pop culture target audience, kindling a passionate customer-brand relationship. It positions itself for the MTV generation by offering unlimited downloads of MTV screensavers, wallpapers and ringtones with Powered the way I want. DiGi's brand colours - tones of yellow-orange, white and black - are consistently applied in its brand materials. The combination of these colours connect with the pop culture target audience of the MTV generation who are ambitious, vibrant and fresh (www.digi.com.my).

Now that you know the significance of brand identity, consider this. Does your brand have a strong brand identity to stand out in the flooded marketplace? Is your brand identity projecting tangible and effective brand communication to your target audience? Without a proper brand identity, the brand communication between your brand and your target audience will be limited and this can reduce the chances to acquire greater mind share, and eventually more market share.

For outstanding brand identity,
talk2us@peopalove.com or call
+604-2288 696.