Identify Your Brand Identity

All of us portray an image, whether consciously or not, which influences the world’s perception or mental picture of us. When we meet people for the first time, our minds capture an image of individuals be it a bubbly persona, a pompous snot or even a suspicious character, and everytime that person is mentioned, that captured image is recalled. Hence the saying – first impressions make lasting impressions.

So, what is a brand image? It’s how a brand is perceived by its target audience. It can be classy, rugged, funky, sophisticated or even ordinary like the guy next door. It can be in the form of its brand identity, brand personality, brand colour, design, texture, sound, phrase, and the list is endless.

Brand image is a prominent element of a brand’s Emotional Selling Proposition (ESP), primarily because the emotional association that people have with a brand has a powerful influence on their purchasing decisions. People are drawn to brands that complement and enhance the perception of their self-image. Today’s shoppers have that purchasing power and are willing to pay premium price for that emotional empowerment of confidence, style and personal expression.

Brands like Mont Blanc reflect an image of sophistication, success and prestige, and a person scribing his signature using a Mont Blanc is an image of success. Its latest centenary edition, featuring a special 43-facet diamond cut in the shape of the Mont Blanc signet is the ultimate symbol of fine craftsmanship, an art that is appreciated by its target audience of affluent society.

Brand image can also be the picture perfect expression of one’s love. A woman’s heart stops at the sight of a Tiffany blue box, tied daintily with a delicate white ribbon for a perfect engagement. It is one of today’s strongest emotional influences because Tiffany & Co has created a brand image of eternal love, elegant romance and priceless beauty with its trademarked Tiffany blue and unique box that is recognised across the globe.

Distinctive brand image isn’t just for luxury brands and high society but also mass market brands that reach out to target audiences from all walks of life. A good example would be Jamie Oliver - today’s hottest young British chef is a personified brand with a simple bloke-next-door image that viewers fall endearingly in love with. But, what makes Jamie such a big screen magnet is that he projects the image of an ordinary guy who’s passionate about cooking, except that he cooks with the finesse of a gourmet chef. Whether he’s cooking for the President of the USA, managing a gourmet kitchen or just cooking for the blokes, this blond Brit with ruffled hair, an adorable lisp and a cheeky grin in jeans has created a unique brand image that connects to the general population.

Even ice-creams have a brand image. A quick comparison between Baskin Robbins and Haagen Dazs, the two most famous ice-cream parlours in Malaysia, shows how different brand image reach out to different target audiences.

Baskin Robbins is a fun ice-cream parlour where families can choose from a colourful assortment of 31 flavours like Tiger Tail, Winter White Chocolate and Jamoca Almond Fudge. Its pink and blue brand colours, exciting smoothie creations and retail posters of colourful ice-creams with all sorts of toppings inspire young and old alike to a fun delight. Even its new logo and concept was launched to capture the fun, energetic and contemporary Baskin Robbins experience.

On the other hand, Haagen Dazs portrays the image of a classy ice-cream connoisseur with exotic flavours like Belgium Chocolate, Macadamia Nut and Mayan Chocolate. Even its brand logo and colour has the royal impression of exclusivity. Its ice-cream parlours are designed with a more laid back and comfortable interior where true ice-cream connoisseurs can savour its rich, smooth delights. Haagen Dazs’ brand image reflects an exclusive class of ice-cream, appreciated by those who regard themselves as true ice-cream connoisseurs.

As we review these brands, each of them had a unique image that their target audiences embraced. It begins with a winning product that needs the right image to reach out and touch the heart of its target audience.

Many local brand owners often have a preset image in their minds for their brand, wanting their brand image to suit their taste or to emulate this brand and that. However, they fail to realise that successful global brands are where they are today because their brand images were first created to suit their target audience not the brand owner. As the brand grew over the years, only then did the brand image become widely recognised beyond the scope of its target audience. If the brand image did not capture its target audience in the first place, these global brands would not be where they are today. Hence, brand owners should always approach branding with an open mind to create the right brand image that would capture the hearts of its target audience, right from the start.

A brand’s image has the power to make a lasting impression. That is why it is important to create the right brand image because the target audience’s perception of a brand greatly influences their response to the brand. So, whether it’s classy, funky, sophisticated, pop-culture or just plain and simple, decide the image that best reflects the perception of your target audience and you are set to create a winning brand image.

To reflect the right brand image,
talk2us@peopalove.com or call
+604-2288 696.