Understanding Brand Identity

Concept of Brand Identity

• Analogy: Brand as a floating iceberg.
  • Visible Parts: Brand identity (name, logo, tagline, colors, typeface, marketing position, message strategy).
  • Invisible Parts: Brand strategy elements supporting the identity.

Essential Elements of Brand Identity

1. Name
2. Logo
3. Tagline
4. Colors
5. Typeface
6. Marketing Position
7. Message Strategy

• Visual aspects connecting the product/service to consumers.
• Comes with a brand guide/toolkit (look and tone of voice).

Model of Brand Identity

• Heart: Brand’s message or voice.
• Visual Identity: Visual representation of the brand.
  • Example: Recognizing Nike by the tick, Apple by the logo.
• Guidelines: Brand toolkit includes color, font, and design rules for consistency across platforms.

Visual Identity

• Creating identifiable visual elements (e.g., logos).
• Example: Nike tick, Apple logo.
• Brand Toolkit: Ensures adherence to visual guidelines.
  • Includes color schemes, fonts, event designs, social media post layouts.

Brand Voice/Message

• What is said in written or spoken forms (advertisements, press releases).
• Characteristics of brand voice (personality, tone).
• Brand Toolkit: Guidelines for text, consistent message delivery.
  • Example: Apple’s purpose to enhance user experience, tagline “Think Different”.
  • Example: Nike’s purpose to inspire athletes, tagline “Just Do It”.

Integration Example

• Spotify: Brand voice is casual/friendly.
  • Purpose: Access to diverse content from creators worldwide.
  • Example: Spotify Wrapped – Interactive elements reinforcing brand identity.
  • Social media posts fit brand’s casual, friendly tone.

Next Segment

• Focus on brand strategies.