marks of excellence
designing brand identity
Brand - aesthetic, style, being recognisable, reputation - linked with emotional connection to audience and users - should be trustworthy and reliable
brands are a key point of connection between and a product/service and their users, each brand will have a target audience and all brands will not appeal to everyone.
Values - Brands have to explain what they do and believe in what they do to be able to connect with their audience , as a brands target audience will usually align with these values.
There are 3 different levels of users interacting with a brand.
Functional - The brand and the product/service they provide need to work, this is most important for the user, the user may not have any brand loyalty as their focus is the product/service being effective and working well.
Emotional - There is communication between a brand and their users, users typically have brand loyalty and will consistently choose to specifically to use products from this brand, as they trust that the brand and the quality of their products.
Self-Expressive - A brand cannot decided that it will be self expressive for its user but it can be considered and designed for. This is when a brand becomes a part of a users own identity
The way that a brand communicates and talks matter, as this is the way that their audience will learn and understand the brands values and the messages that the brand are trying to put out.
While naming a brand several different factors should be considered:
Meaningful - A brands name should be meaningful for the brand and should represent the brands values.
Distinct - A brands name should be unique, so that people can easily find it but also so it is easily recognisable.
Future Orientated - A brands name should suitable for the future of the brand, this ensures that they will not have to rebrand to suit the time.
Protectable - A brands name should also be unique enough so that it can be protected to ensure that only they can use the name, which also keeps them recognisable.
Positive - A brands name should be positive so that it attracts their target audience as people will be more likely to want to interact with a positive brand.
Visual - Having a brand name that can also be displayed in a visual way can also be helpful as it will allow for more unique marketing which will make a brand more recognisable i.e. logos
Modular - Having a more simple brand name can also be helpful as it can allow for it to be built upon as a brand grows/changes over time.