The major purpose of creating a brand identity is to form a strong bond with the target audience by resonating well with them. A business stays in business as long as the audience is able to connect with the brand. Many parent brands that cater to diverse groups establish several sub-brands that are specifically dedicated to serve a particular segment. The high end fashion brand Armani has several umbrella brands under its name that cater to distinct target groups based on the psychographics of the audience. One common identity would not have been enough to appeal everyone. The need to establish different sub-brands came with the need to appeal specific target groups.
The brand Armani Exchange is aimed at teenagers and street fashion lovers, whereas Emporio Armani is targeted at young adults between the ages of 20 and 30. Emporio Armani is the brand that teens are supposed to graduate to, when they become adults. The Giorgio Armani is yet another signature label from the group. It is the most expensive Armani label and is available only in 75 boutiques worldwide. Emporio Armani and Armani Exchange are cheaper, diffusion line, aimed at a younger demo, at a lower price.
Here’s an article that gives a deeper understanding by comparing the above mentioned brands of Armani.
The kind of persona that an identity portrays enables the customers to keep and maintain a certain level of expectations from a brand. This reduces the chances of the brand being misinterpreted by the customers.
Brands like Nike, Adidas and Puma are all associated with sports, but Puma is more of an Athlete brand unlike Adidas and Nike which are more linked with soccer or football. Looking at what the brand identity portrays, customers purely expect Athlete shoes from Puma rather than expecting it from Nike which is more of a footballers fit.
Being simple is often misinterpreted with the thought that it restricts from being innovative. Simple and minimal identities are easy to grasp as compared to complex visual elements that either convey to much or do not convey anything specific and create confusion.
The fast food joint McDonalds could have used a burger in their logo but they created their initial ‘m’ inspired by the two golden arches that Mc Donald’s used as a part of it’s identity for long. Despite, the logo being a simple yellow form on a red background, McDonalds has one of the most appealing logos in the world
The visual identity of a brand creates a unique persona of the brand which cannot be conveyed through words alone. The visual identity of a brand is eithercomprised of some of the below mentioned elements or a combination of it.
The visual identity of Cafe Coffee day shows the remarkable use of the single inverted comma replicated everywhere in its identity from the menu and packaging to banners and in-store design.
Visuals alone cannot communicate everything. It is mostly supported with words to enable verbal communication. The verbal identity of a brand includes the following basic elements to describe it verbally.
A cohesive brand identity is one of the practices that converts a brand into a super brand.
The system of branding works to extend the identity of a brand to multiple touch points. To create a desired impact on the audience, it is important to maintain consistency in the brand language. A uniform brand identity throughout all the communication channels leverages the impact with the following advantages.
In order to maintain cohesiveness in your brand language, the following can be replicated in all your communication mediums.
Read this article to get a better understanding of why retaining consistency in the above brand elements will impact your business.
Have a look at the Nike Football Brandbook to see how they maintain cohesiveness in their communication.
The return of investing in an impressive and cohesive brand identity may be difficult to measure but it surely leads into improved conversions by building an image that aligns with the brand’s values and aspirations and developing a strong bond with the customers.
Forming a great first impression is vital for any business to engage with its audience. Recurring and cohesive use of brand’s visual and verbal language increases the recall and retention value. Consequently, an impressive presentation of a brand can mark the success of a brand.