Brand Identity: Teie teejuht kütkestavate südamete ja meelte juurde

23 min read

Brändi identiteet on oluline element, mis määratleb ja eristab kaubamärki turul. See toimib visuaalina, verbaalne, ja kaubamärgi emotsionaalne esitus.

McKinsey uuringud näitavad seda kaks kolmest kliendist eelistavad osta brändilt nad tunnevad ära. Lisaks, turundajad nõustuvad, et kaubamärgi loomise kõige olulisem eelis on klientide tuntus ja lojaalsus, mida saab hõlpsasti saavutada kindla brändiidentiteedi strateegiaga.

Tugev kaubamärgi identiteet on ettevõtete jaoks konkurentidest eristamiseks ülioluline. Täpselt määratletud kaubamärgi identiteet ületab ainult logo; see on strateegiline raamistik, mis edastab brändi isikupära, väärtused, ja lubadusi.

Brändi identiteedi loomine võib olla mitmetahuline ja strateegiline tööriist, mis kujundab brändi tajumise, meelde jäänud, ja tarbijatega seotud.

Just seda plaanime katta, kui uurime brändi identiteedi ja selle põhikomponentide tähtsust, uurige, kuidas brändi identiteet ulatub esteetikast kaugemale, arutada, kuidas see mitte ainult ei meelita kliente, vaid ka hoiab neid, ja, Kõige tähtsam, uurige selle mõju tarbijate tajumisele ja lojaalsusele.

So get cozy as we dive into the practical and emotional realm of brand identity and discover how successful brands create lasting connections and impressions that tug at the heartstrings of their customers.

What Is Brand Identity

A brand is a distinctive name, symbol, logo, disain, or combination of these elements that identifies and differentiates a product, teenust, or company from its competitors. It usually involves a name, tagline, logo, symbol, brand voice, ja veel. See ulatub kaugemale pelgalt visuaalsest identiteedist ja hõlmab ettevõtte tajumist ja mainet tarbijate meelest.

Sellega, saame aru, et brändi identiteet keskendub brändi identiteedi ja isiksuse loomisele, aidates tarbijatel kaubamärki hõlpsasti ära tunda ja meelde tuletada. Selle brändi identiteediga kaasneva tunnustusega kaasneb sageli visuaalsete elementide, näiteks logode, järjepidev kasutamine, värvid, ja isegi tüpograafia.

Kas brändi identiteet on reklaamimist ja pingutust väärt?

A successful brand identity not only attracts customers but also fosters brand loyalty. When consumers can easily recognize and connect with a brand on a deeper level, they are more likely to become repeat customers and advocates. This is most of the time accredited to a strong brand identity.

Key Jobs of Brand Identity

Now that we have defined what brand identification is all about, let’s consider specific benefits related to building one.

Differentiation

See aitab eristada kaubamärki konkurentidest, luues ainulaadse visuaali ja verbaalse kohaloleku.

Rahvarohkel turul, kus paljud ettevõtted pakuvad sarnaseid tooteid või teenuseid, ja tarbijatel on palju valikuvõimalusi, brändi isiksus võib aidata sellel konkurentidest eristuda ja pakkuda ainulaadset kogemust, mida teistel sama toodet müüvatel inimestel ei pruugi olla. Ja lojaalsust, mida see loob brändi ja selle klientide vahel võib tarbijatel olla lihtne valida kaubamärk teistest.

Recognition

A strong brand identity ensures that consumers can easily recognize and recall the brand.

Suppose customers don’t know about a brand, then it’s impossible for them to buy from it. Pluss, it’s easy to recognize buyers often choose to buy from sellers or brands they already recognize and offer a solid brand experience over vendors that only seek to sell a product without any personality or effort in their selling strategy.

Communication

A strong brand identity helps communicate the brand’s values, personality, ja missioon publikule. Lõppkokkuvõttes toimib see visuaalse ja verbaalse keelena, mis annab edasi brändi olemust ja loob sideme tarbijatega..

Usalduse loomine

Järjepidevus brändi isiksuses suurendab usaldust.

Kui tarbijad kogevad brändi järjekindlalt ja usaldusväärselt, nad hakkavad sellega brändi-kliendi suhet looma, mis viib tulevaste ostudeni ja eelistab teisi kaubamärke.

Siin on näide brändi isiksusest ja usalduse loomisest:

Imagine a consumer walking into a store to purchase a laptop. In this crowded marketplace, there are several brands offering similar products.

Two brands, Let’s call them Brand A ja Brand B, have similar features and pricing, but Brand A has a well-established and consistent brand personality and identity, while Brand B lacks a cohesive identity, with varying logos and colors.

Brand A communicates openly about its sourcing practices, samas kui B pakub oma hankimise kohta piiratud teavet ning pakub konkurentidele väga sarnast kogemust ja visuaale.

Kujutage ette, et tarbija astub poodi ja näeb koheselt kaubamärgi A sülearvutit, millel on logo, mille nad tunnevad. Logo, mis on järjepidevalt esindanud kvaliteeti, usaldusväärsus, ja positiivseid kogemusi minevikus.

See kohene äratundmine annab tarbijale märku, et ta peaks brändi A koheselt B-st tõsisemalt võtma.

Brändi identiteedi tähtsus

Lõpuks, tugeva brändi isiksuse või identiteedi tähtsust rõhutavad mitmed võtmeelemendid, mis aitavad ühiselt kaasa brändi edule ja pikaealisusele.

Heidame pilgu peale:

Turu positsioneerimine

Brändi identiteet mängib turu positsioneerimisel keskset rolli. See aitab määratleda, kuidas kaubamärki konkreetsel turul positsioneerida ja tajuda. See mõjutab tugevalt sihtrühmale selle väärtuse ja asjakohasuse tajumine.

Brändi lojaalsus

Nagu varasemates osades lühidalt käsitletud, tugev brändi identiteet soodustab brändilojaalsust. Kui tarbijatel on brändi ja selle identiteediga pidevalt positiivsed kogemused, neist saavad tõenäolisemalt korduvad kliendid ja brändi pooldajad.

Kokkuvõttes, brändi identiteet ei piirdu pelgalt ahvatleva esteetikaga; selle tulemuseks on lõpuks strateegiline tööriist, mis mõjutab tarbijate arusaamu, loob usaldust, ning loob püsiva sideme brändi ja selle publiku vahel.

Veel näiteid brändi identiteedist

Now that we’ve highlighted the importance of a strong brand persona and identity, let’s take a closer look at a few more brand identity examples and how popular brands have carefully crafted visual, verbaalne, and emotional elements to create a unique and memorable identity in the minds of consumers.

Coca-Cola brand identity example

When you hear the name Coca-Cola, you likely immediately picture its popular red and white logo.

Pildi allikas

Coca-Cola’s brand identity has played a crucial role in the success and longevity of the company. The soda company has maintained a consistent brand identity throughout its long history.

The logo, pakendamine, and overall visual identity have remained relatively unchanged, fostering a sense of reliability and tradition.

Visual elements: The classic red and white color scheme, the dynamic script logo.
Verbal elements: The tagline “Open Happiness.”
Emotional elements: Evokes feelings of happiness, sharing, and nostalgia.

Google brand identity example

Google, one of the world’s most recognizable and influential technology companies, has a distinctive brand identity that reflects its values, innovation, and user-centric approach.

Pildi allikas

Here are key elements of Google’s brand identity:

Visual elements: The playful and colorful logo.
Verbal elements: The unofficial motto is “Don’t Be Evil,” and there is a focus on user-centric innovation.
Emotional elements: Associated with innovation, accessibility, and information.

Amazon brand identity

Amazon has a distinct and recognizable brand identity that reflects its position as one of the world’s largest and most diverse ecommerce and technology companies. The company primarily uses a combination of black, valge, and orange in its branding. The orange color is often associated with the Amazon smile and adds a touch of vibrancy to the overall visual identity.

Pildi allikas

Visual elements: The arrow in the logo pointing from “A” juurde “Z,” symbolizing a wide range of products.
Verbal elements: The tagline “Work hard. Have fun. Make history.”
Emotional elements: This signifies convenience, variety, and a customer-centric approach.

Pepsi brand identity example

Pepsi’s tagline, “Pepsi Generations,” reflects a sense of timeless appeal and inclusivity. Aastate jooksul, Pepsi on kaubamärgi erinevate aspektide edastamiseks kasutanud erinevaid tunnuslauseid, nagu näiteks “Uue põlvkonna valik” ja “Pepsi rõõm.”

Visual elements: Pepsi logol on punasega ring, valge, ja sinine värviskeem. Disain on aastate jooksul arenenud, kuid ikoonilised elemendid jäävad alles.
Verbal elements: Tagline “Pepsi Generations,” rõhutades ajatut veetlust.
Emotional elements: Seotud noorusliku vaimuga, lõbus, ja värskendav maitse.

Need näited illustreerivad, kuidas nende sihtrühmad kaubamärke tajuvad. Uurides neid kaasaegseid ja populaarseid kaubamärgi identiteedi näiteid, we can easily gain insights into current brand identity design trends eventually leading to informed decisions when crafting the persona and design of your brand.

Questions to Consider When Establishing a Successful Brand Identity

Creating a brand persona survey or considering the following questions can provide you with some valuable insights in regards to how your target audience perceives your brand.

Target audience age range

Under 18
18-24
25-34
35-44

Location

Suburb areas
City areas
Rural areas
Others

Brand recognition (how is your target audience learning about your brand?)

Social media
Word of mouth
Online search
Reklaam
Meiliturundus
Others

Verbal elements

Is your tagline memorable?
Is your audience able to recognize it and associate it with your brand
Is your brand’s tone casual, formal, professional, sõbralik, or other?

Lõpuks, you’d want to summarize key findings and outline potential actions based on the insights you’ve gathered to help you with your brand persona.

Brand Identity Guidelines and Essentials

Creating a successful brand identity hõlmab strateegilist ja läbimõeldud lähenemist. Nagu eelmistes osades lühidalt käsitlesime, on palju osi, mis lähevad kaugemale logost ja värvipaletist.

Vaatame mõningaid põhielemente ja kaalutlusi, mis on tavaliselt vajalikud ja mida peetakse oluliseks.

Teie kaubamärgi täielik mõistmine ja tundmine

Enne kui otsustate isegi brändi isiku loomist alustada, selgelt määratleda ja kehtestada oma brändi missioon, väärtused, ja tuum isiksus.

You won’t reach success if you’re not aware of what sets your brand apart and you lack direction on what you want it to be known for.

It’s impossible to build a house without a firm foundation; the same goes for your brand’s essence or identity.

A brand is the set of expectations, memories, lugusid, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. Seth Godin

Research and analysis

Conduct market research to understand your target audience, competitors, and industry trends. Analyze successful and unsuccessful brand identities within your market to identify opportunities.

Consider a SWOT-analüüs to identify your weaknesses, tugevused, võimalusi, and threats and have a thoughtful understanding of how your brand will be perceived.

A SWOT analysis stands for tugevused, nõrkused, võimalusi, and threats. It consists of the following:

Identifying distinctive and memorable visual elements like logod, color schemes, and design elements that set your brand apart.
Highlighting the consistency in your brand messaging across various platforms, ühtse ja äratuntava hääle loomine.
Identifying positive associations consumers have with your brand, nagu kvaliteet, usaldusväärsus, või innovatsiooni.
Identifying any negative associations or perceptions customers may have about your brand.
Identifying emerging trends in design, sõnumite saatmine, või tarbijakäitumist, mida teie bränd saab kasutada.
Exploring opportunities on new platforms or in emerging markets to expand your brand presence.

The key part of this section is to gain insights that can inform strategic decisions and improvements to enhance your brand’s overall effectiveness and resonance in the market.

Target audience understanding

Let’s put it simply.

Let’s say you were a middle-aged women’s clothing brand. It’s impossible to expect success if your brand identity sends a perception targeted at teens or women of very advanced age; you can expect your audience to be confused and uninterested.

In a case like this, soovite oma sihtrühma sihilikult tundma õppida ja mõista, et leida kesktee, kus te ei kujuta endast teismeliste rõivabrändi ega eakate naiste kaubamärki. Seetõttu muutub sihtrühma mõistmine, mitte ainult tundmine kasulikuks ja oluliseks.

Publiku hea mõistmine aitab teil leida ideaalseid visuaalseid elemente, värvid, brand voice, ja sõnumid naistele, kes saavad teie ettevõttest kasu.

Määrake sihtrühma määratlemiseks ja ostjaisikute loomiseks aeg. Understand their preferences, käitumised, and what resonates with them. Your brand identity should align with the preferences of your target demographic.

Visual elements

Visual elements play a crucial role in creating a successful brand identity. These elements contribute to the overall look and feel of the brand.

Develop visual elements that reflect your brand’s personality. See sisaldab creating a memorable logo, selecting a color palette, choosing typography, and incorporating consistent design elements.

In this section, the main takeaway is to focus on a logo that properly symbolizes your mission. Choose unique, lihtne, and easily identifiable visuals that evoke emotions and add cohesiveness.

Verbal elements

Verbal elements provide a consistent unified message across all brand communications.

These include crafting a compelling tagline and message that communicates your brand’s values and resonates with your audience. Develop a consistent tone of voice for all communication. Apply storytelling; engage the audience by creating narratives that resonate.

A fun fact about verbal elements in marketing is their powerful impact on memory and brand recall. Studies have shown that incorporating rhymes or alliteration in slogans and taglines can make them more memorable. This phenomenon is known as the “rhyme-as-reason effect.”

Näiteks, slogans like “Have a break, have a Kit Kat” või “Snap, Crackle, Pop” for Rice Krispies utilize rhyming and alliteration, making them catchy and easier for consumers to remember. Selliste verbaalsete elementide rütmilisus ja mängulisus aitab kaasa nende tõhususele püsiva mulje jätmisel.

See lõbus fakt rõhutab loovuse ja keeleliste elementide tähtsust brändisõnumite koostamisel, mis mitte ainult ei edasta põhiteavet, vaid jäävad ka tarbijate meelde..

Brändi juhised

Dokumenteerige oma brändijuhised põhjalikult. Lisage logo kasutamise reeglid, värvikoodid, tüpograafia, ja mis tahes muud visuaalsed ja sõnalised elemendid.

A brand to light the way!

This guide serves as a reference for internal and external stakeholders.

Consistency across platforms

Ensure consistency in your brand identity across all platforms and touchpoints. Whether it’s your website, sotsiaalmeedia, pakendamine, or marketing materials, a cohesive and unified brand identity is crucial for recognition.

Sisuliselt, consistency is not just a design principle; it’s a strategic approach that positively influences how consumers perceive, interact with, and remain loyal to a brand.

What to Avoid for a Successful Brand Identity or Customer Experience

To ensure a successful brand experience, it’s crucial to avoid certain pitfalls and mistakes that can negatively impact the perception of your brand. Here are some key things to avoid.

Avoid lack of clear objectives

Avoid launching a campaign without clearly defined objectives. Set specific, mõõdetav, saavutatav, asjakohane, ja ajaliselt piiratud (SMART) goals to guide your efforts.

Avoid confusion among your customers

Inconsistent branding, inconsistency in visual elements, sõnumite saatmine, and tone of voice can confuse your audience. Ensure that your brand remains consistent across all campaign materials and platforms.

Avoid doing the same as competitors

Jah, it’s essential to stay informed about industry trends and competitor activities. And it’s also ok to take into account what’s working for your competitors, but always add your own twist and do what works best for your specific audience and business personality.

Neglecting to understand and prioritize your target audience’s needs, eelistused, and behaviors can result in a campaign that doesn’t resonate.

Avoid ignoring data and analytics

Neglecting to track and analyze campaign performance using data and analytics can prevent you from making informed decisions and optimizations. Regularly monitor key performance indicators (KPI-d) to measure success.

Avoid overcomplicating messaging

Keep your messaging clear, concise, and focused. Avoid overcomplicating your communication, as this can confuse your audience and dilute the impact of your brand message.

Avoid ignoring social and cultural sensitivities

This is crucial and critical to the success of your brand. Be mindful of social and cultural sensitivities to avoid unintentional controversies. Conduct cultural sensitivity checks, especially if your campaign is targeting a diverse audience.

The last thing you’d want is a similar situation to the Pepsi campaign with famous reality star and model Kendall Jenner.

This specific Pepsi campaign featuring Kendall Jenner, which was released in 2017, was widely regarded as a failure and faced significant backlash

The brand identity intended for this Pepsi campaign was centered around themes of unity, inclusivity, and a desire to tap into cultural moments. The goal was to position Pepsi as a brand that not only offers refreshing beverages but also aligns with social causes.

Sellest hoolimata, the authors failed to consider social sensitivities, resulting in the ad being criticized for trivializing and oversimplifying real social and political movements at the time. The ad, titled “Live for Now Moments Anthem,” was criticized for being tone-deaf, insensitive, and trivializing serious social issues.

Lõpuks, this example emphasizes the dangers that can arise by failing to consider social and cultural sensitivities around your brand persona. See aitab rõhutada kultuurikliima valesti tõlgendamise võimalikke tagajärgi ning turundustegevuse vastavusse viimise tähtsust vastutustundlike ja eetiliste tavadega..

Vältige tagasiside ignoreerimist

Vältige vaatajaskonna tagasiside tagasilükkamist. kas positiivne või negatiivne, tagasiside võib anda väärtuslikku teavet selle kohta, kuidas teie kampaaniat tajutakse ja milliseid parandusi saab teha.

Tagasiside ignoreerimine võib muuta brändi ükskõikseks või mitte reageerida klientide arvamustele. This perceived indifference erodes trust and damages the brand’s reputation.

If users identify issues with a product or campaign and the brand fails to address them, it can lead to a loss of credibility. Customers may question the authenticity and reliability of the brand.

In contrast, engaging with feedback is an opportunity to build a connection with customers. A brand that actively seeks and embraces feedback demonstrates a commitment to continuous improvement, customer satisfaction, and responsiveness. Such engagement contributes positively to brand identity, fostering a more positive perception among customers.

Building a Successful Brand Identity With Ecwid

Now that you know and understand all about brand identity and what to avoid for a successful customer experience, leveraging Ecwid to build your brand experience can be a strategic decision, especially if you are operating in the ecommerce space.

Sa saad:

Utilize Ecwid’s customization features to align your online store with your brand’s visual identity. Choose colors, fonte, and layouts that reflect your brand’s personality and values, creating a consistent and recognizable online presence.
Seamlessly integrate your Ecwid online store into your existing website. This ensures that visitors experience a cohesive and branded journey when transitioning from your website to the online store, reinforcing brand recognition.
Regularly analyze Ecwid’s reports to gain insights into customer behavior and preferences.
Encourage and showcase customer reviews and testimonials. Positive feedback contributes to building trust and credibility, strengthening your brand identity by highlighting satisfied customers and positive experiences.

By strategically using Ecwid’s features, you can create a branded and engaging online store that not only facilitates ecommerce transactions but also serves as a powerful extension of your brand identity.

Lõpuks, as we conclude this post and you get ready to embark on your brand identity journey, whether you’re a business owner, marketer, or enthusiast, remember that your brand is more than just a logo—it’s an evolving story that connects with your audience on a deeper level. Stay true to your brand’s values, embrace creativity, and continue refining your identity to leave a lasting impression.

We hope you had as much fun as we did, and we’d like to send you off to your next read with this powerful reminder:

Your brand is what people say about when you’re not in the room Jeff Bezos

Tee see meeldejäävaks!

Internetis müüa

With Ecwid Ecommerce, you can easily sell anywhere, kõigile – Internetis ja kogu maailmas.

Alustama

Oct 1, 2023

About the author

Max has been working in the ecommerce industry for the last six years helping brands to establish and level-up content marketing and SEO. Despite that, he has experience with entrepreneurship. He is a fiction writer in his free time.