Brand image is a mixture of many things - name, packaging, price, promotion,
personality, style, and most important of all, the nature of the organisation itself.
Brand Identity is the face of brand image. Related to personality and style, BIs role is to engage customers and differentiate the organisation from its competitors.
Five FAQs about Brand Identity
Q. Why must our brand identity look the same in everything we do?
A. Everything with your name on it represents a building block that helps make your brand image strong. It makes better sense to keep building and consolidating your hard-won position, rather than continually tearing it down and starting again.
Q. Weve recently examined our corporate communication materials and theres no
consistency. This is damaging our brand image,as well as wasting time and money. What can we do about it?
A. You need a Brand Identity management system that everyone in your organisation can
understand and use efficiently. It will give you complete control over one of your most valuable assets, and help your identity grow strongly and consistently.
Q. We have an existing logo that weve used for years. Our customers know it well and we dont want to change, but it looks a little old-fashioned. What would you advise?
A. Most well-known logos have been altered in subtle ways over the years to keep them fresh and vibrant. Customers rarely notice the changes until they see the new against the old. Its worth investigating as it can lead to a revitalised look with enhanced customer appeal.
Q. Were sick of our old look and want something new. Where do we start?
A. No matter how tired you are of your existing brand identity, time and money have been invested in building brand equity that shouldnt be wasted. Better to examine the situation
thoroughly first, then decide whether something radically new is appropriate. Its not wise to risk upsetting customers with changes they may not understand.
Q. Our organisation is changing. The existing brand identity is no longer appropriate. How can we determine what the new identity should be?
A. Research, research, research. Determine current perceptions by asking questions of
customers, staff and other stakeholders. Decide how you want the organisation to be
perceived in the years to come. Identify the gaps. Devise a step-by-step communication
strategy to resolve the gaps and work towards the changeover.
What can a Brand Identity management system do for me?
The last thing you want is people inside or outside your organisation eroding the value of your brand identity because they dont understand why its important and how it works.
A typical Brand Identity management system contains everything you need to manage your brand identity and image efficiently.
From a customer perspective, it is the flagship that carries your good name to the world.
It clarifies your organisations positioning, and ensures everyone understands your key
messages.
On a management level, it tells you what you can and cant do with your logo, corporate colours and overall style. It protects you against those who favour change for the sake of change. It helps you present a consistent face that helps build your brand image and ensures it grows in value over time.
On the financial level, it nurtures your most valuable asset and ensures it attracts a healthy premium when your organisation is sold or passed to the next generation.
If your organisation is operating without a Brand Identity Management System, then
one of your most valuable assets is seriously at risk. |
