Brand Identity: A Necessary Concept

Like the ideas of brand vision and purpose, brand identity is a recent concept. In the very fashion-
conscious, trendy milieu of communications, it is just a sheer linguistic novelty, or is it really essential
to understanding what brands are?

What is identity?

To appreciate the meaning of this significant concept in brand management, we shall begin by
considering the many ways in which the world is used. For example, we speak identity cards -
personal, non-transferable document which tell in a few words that are, what our name is and what
distinguishable features we have that can be instantly recognized. We also hear of identity of opinion
between several people, meaning that they have an identical point of view.

In terms of communication, this second interpretation of the word suggests brand identity is the
common element sending a single message amid the wide variety of its products, actions and
slogans. This is important since the more the brand expands and diversifies, the more customers are
inclined to feel that they are, in fact, dealing with several different brands rather than a single one. If
products and communication go their separate ways, how can customers possibly perceive these
different routes as converging towards common aim and brand?

Speaking of identical points of view also raises the question of permanence and continuity. As civil
status and physical appearance change, identity cards get updated, yet the fingerprint of their holders
always remains the same. The identity concept questions how time will affect the unique and
permanent quality of the sender, the brand or the retailer. In this respect, psychologists speak of the
identity crisis which adolescents often go through. When their identity structure is still weak, teenagers
tend to move from one role model to another. These constant shifts create a gap and force the basic
question: ‘What is the real me”?

Finally, in studies on social groups or minorities, we often speak of cultural identity. In seeking an
identity, they are in fact seeking a pivotal basis on which to hinge not only their inherent differences
but also their membership of a specific cultural entity.

Brand identity may be a recent notion, but many researchers have already delved into the
organizational identity of companies. There, the simplest verbal expression of identity often consist in
saying: “Oh yes, I see, but it’s not the same in our company!”. In other words, corporate identity truly
exists and that it is a coherent and unique being with a history and a place of its own, different from
others.

From these various meanings, we can infer that having an identity means being your true self, driven
by a personal goal that is both different from others and resistant to change. Thus, brand identity will
be clearly defined once the following questions are answered:

- What is the brand’s particular vision and aim?

- What makes it different?
- What need is the brand fulfilling?
- What is permanent nature?
- What are its value or values?
- What are the signs which make it recognizable?

These questions could indeed constitute the brand’s charter. This type of official document would help
better brand management in the medium term, both in terms of form and content, and so better
address future communication and extension issues. Communication tools such as the copy strategy
are essentially linked to advertising campaigns, and so are only committed to the short term. There
must be specific guidelines to ensure that there is indeed only one brand forming a solid and coherent
entity.
Brand identy and graphic identity charters:

We do indeed find many graphic identity charters, books of standards and visual identity guides.
Urged on by graphic identity agencies, companies have rightly sought to harmonize the messages
conveyed by their brands. Such charters therefore define the norms for visual recognition of the
brand, i.e. the brands colors, graphic design and type of print. Although this may be a necessary first
step, it isn’t the be all and end all. Moreover, it puts the cart before the horse. What really matters is
the key message that we want to communicate. Formal aspects, outward appearance and overall
looks result from the brands core substance and intrinsic identity. Choosing symbols requires a clear
definition of what the brand means.

However, while graphic manuals are quite easy to find nowadays, explicit definitions of brand identity
per se are still very rare. Yet, the essential questions above must be properly answered before we
begin discussing and defining what the communication means what the codes of outward recognition
should be. The brand’s deepest values must be reflected in the external signs of recognition, and
these must be apparent at first glance. The family resemblance between the various models of BMW
conveys a strong identity, yet it is not THE identity. This brands identity and essence can be actually
be defined by addressing the issue of its difference, its permanence, its value and its personal view on
automobiles.

Many firms have unnecessarily constrained their communication because they formulated a graphic
charter before defining their identity. Not knowing who they really are, they merely perpetuate purely
formal codes, by for example, using photographic style which may not the most suitable. Thus Nina
Ricci’s identity did not necessarily relate to the company’s systematic adherence to English
photographer David Hamilton’s style. Knowing brand identity paradoxically gives extra freedom of
expression, since it emphasizes the pre-eminence of substance over strictly formal features. Brand
identity defines what must stay and what is free to change.

Identity: A Contemporary Concept

That a new concept, identity, has emerged in the field of communications, already well versed in
brand image and positioning, is really no great surprise. Today’s problems re more complex than
those of ten or 20 years ago and so there is now a need for more refined concepts that allow a closer
connection with reality. First of all, we cannot over emphasize the fact that we are currently living in a
society saturated in communications. Everybody wants to communicate these days. If needed, proof
is available; there have been huge increases in advertising budgets, not only in the major media but
also in the growing number of professional magazines. It has become very difficult to survive in the
hurly burly thus created, let alone to thrive and successfully convey one’s identity. For communication
means two things, sending our messages and making sure that they are received. Communicating
nowadays is no longer just a technique; it is a feat in itself.

The second factor explaining the urgent need to understand brand identity is the pressure constantly
put on brands. We have now entered an age of marketing similarities. When a brand innovates, it
creates a new standard. The other brands must then catch up if they want to stay in the race, hence
increasing number of me-too’ products with similar attribute, not to mention the copies produced by
distributors. Regulations also cause similarities to speak. Bank operations for example have become
so much alike that banks are now unable to fully express their individuality and identity. Market
research also generates homogeneity with a given sector. As all companies base themselves on the
same lifestyle studies, the conclusions they reach are bound to be similar as are the advertising
campaigns they launch, in which sometimes even the same words are used.

Finally, technology is responsible for growing similarity. Why do cars increasingly look alike, in spite of
their different makes? Because car makers are all equally concerned about fluidity, inner car space
constraints, motorization and economy, and these problems cannot be solved in all that many
different ways. Moreover, when two makes of cars such as Peugeot and Citroen share many identical
parts for either productivity or competitiveness purposes, it is mainly brand identity, along with, to a
lesser extent, what’s left of each car, which will distinguish the two makes from one another.
Diversification also jeopardizes identity. Brands launch new products, penetrate new markets and
reach new targets. This causes both fragmented communications and patchwork images. Though we
may still be able to discern bits and pieces of the brand here and there, we are certainly unable to
perceive any global or coherent identity.

Brand Prism
 

In order to become, or to stay ahead, brands must be true to their identity.

A specific set of concepts and tools is needed for tackling the new type of market which is highly
competitive in nature. When products are rare, the USP (unique selling proposition) is the key
concept. As we leave brand image, positioning and personality behind, we enter the modern age of
brand identity.

In order to become, or to stay ahead, brands must be true to their identity. The notion of the brand
image is both volatile and changing. It focuses too much on brand appearance and not enough on
brand essence. The identity concept is crucial for three reasons; brand needs to be durable, to send
out coherent signs and to be realistic.

The Brand Identity Prism or Brand Prism

Brand Identity can be represented by a hexagonal prism with each side representing a specific
character of the brand. These specific characters help to understand the perceptions of the brand in
the consumer minds and at the market place. Thus these help to build a better brand image and
position the products at a better level. The six facets are: -

1. Brand having a Physical Quality:

A brand has physical qualities. It is made up of a combination of either salient objective features or
emerging ones. The brands physical characters are both the backbone and its tangible added value.

2.Brand having a personality:

A brand has a personality of its own. By communicating, it gradually builds up the character. The way
in which it speaks of its products or services shows what kind of person it would be if it were human
being. This is also called the personification of the brand and this helps in the instant product
alignment with the target customers.

3.Brand having its culture:

The brand has its own culture, from which every product derives. The product is not only a concrete
representation of this culture, but also a means of communication. Here the culture means a set of
values feeding the brand's inspiration. The cultural facets refer to the basic principles governing the
brand in its outward signs like products and communication. This essential aspect is at the core of the
brand.

4.Brand is a relationship:
Brands are often at the crux of transactions and exchanges between people. This is particularly true
of brands in the service sector and also in retails. Service is by definition is a relationship.

5.Brand is a reflection:
Reflection is basically what the target customer thinks and perceives the product to be. This also
helps to understand the utility derived by the customer. The process of reflection helps to understand
the tacit or unexpressed desires by the consumers. The reflection is a strong factor for a good and
strong brand image. That is the reason why the companies should control the reflection and should try
to make it better.

6. Brand having its self image:

A brand speaks of our self image. If the reflection is directed towards the external customers then the
self image is directed towards the internal customers. Through our attitude towards certain brands, we
indeed develop a certain type of inner relationship with ourselves and the brand image that we want to
project. Thus this is of importance as is reflects what's the organization and its attitude are towards
the product and the brand as a whole.