BRAND IDENTITY
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BRAND IDENTITY AND STRATEGY
Brand identity is the way you represent your brand’s personality and how you would like it to be perceived. It refers to a set of elements used to create a brand and its territory.
It should not be confused with brand image, which refers to customers’ perceptions of the brand.
Brand identity is often undervalued when developing a corporate strategy but it plays an essential role. Brand identity is what makes a brand unique and distinctive. It helps differentiate a brand from its competitors by building its reputation and increasing brand awareness.
First and foremost, you must create a strong, memorable and easily recognizable visual identity. This includes all the visual elements that are key to the brand, like the name of the brand, event or product, graphic style, logo, color scheme, graphic charter, slogan, signature and typeface, etc.
A product, service or company will develop its true identity over time, as the brand evolves. A brand’s specific attributes and narrative will be developed through its history, attitudes, values, communication campaigns, community, and so on. For the brand’s targeted image to be congruent with its perceived image, its communications must be legitimate, credible, understood and accepted by its various stakeholders (in-house staff, service providers, target audience, suppliers, etc.).
The brand’s personality must be unique enough to convey authentic meaning and build brand awareness. The stronger and more distinctive the brand’s characteristics, the more robust and valued it will be. With the growing number of products and types of packaging, consumers tend to put their faith in long-established brands that are well-known and easily recognized, rather than in a new brand that has not yet developed a clearly-defined identity.
All this means that creating a brand identity is a process of reflection and development, that will evolve over time, as the brand’s reputation grows.
The brand identity prism
Jean-Noël Kapferer is a world-renowned expert on brands. He is known for his pioneering work on developing brand identity, and he was the first to conceptualize this particular communications strategy.
In 1992, he developed a model to analyze what makes up a brand’s personality, which he called the brand identity prism. It comprises six elements: Physique, personality, culture, relationship, self-image and reflection. These elements reflect the image that the brand wants to convey to consumers (internal) and how these consumers identify with the brand (external).
This prism is used to establish where the brand is now, review its history and define its future positioning. This overview provides a basis for defining a company’s strategic direction: product launches, marketing strategy, communication operations, press relations, and so on. All these decisions are made in accordance with the overall vision, and thus consolidate the brand’s strategic positioning.
Would you like to enhance your image, create a new visual identity, launch your brand in new markets, develop your internal communications, establish a sound identity, improve your graphic identity, define a graphic charter or promote your identity using different communication tools?
Get in touch today to build a stronger brand identity, redefine your communication plan and develop a clear brand personality that will help you stand out in a competitive market.
CUSTOMER CASE STUDIES
IALUGEN ADVANCE
CUSTOMER BRIEF
Redesign the brand’s visual identity following the development of new packaging and a new brand platform.
Set objectives :
- Create an identity for the brand that is separate from the laboratory: The brand must exist in its own right, without completely breaking away from its pharmaceutical origins.
- Improve the customer experience in pharmacies and online.
- Create brand preference among women aged 30 and over, who buy skincare products in pharmacies.
Elements already created by the brand :
1. New packaging for the two Ialugen ranges
2. A new logo to support the brand’s new messaging
AGENCY RECOMMENDATIONS
Differentiate the brand by breaking with conventions in the anti-aging market, and meeting society’s need to “feel good in your skin” whatever your age.
Position the brand as a luxury skincare range backed by scientific research and natural formulas.
At the same time, convey the brand’s legitimate, authentic promise, proven by clinical studies: to provide expert skincare products made with hyaluronic acid that preserve and reveal women’s natural beauty.
The concept is not about promising eternal youth, but helping women feel beautiful whatever their age: IALUGEN ADVENCE is a skincare range of anti-aging dermo-cosmetic products to help women feel beautiful at any age.
Challenges linked to promoting the brand’s new image :
- Repositioning the brand on the market
- Ensuring consistency between the new packaging and the new brand platform
- Communicating with target consumers via messaging that is more aligned with the brand’s trends and aims
- Generating interest among pharmacists to establish the range in more points of sale
1. Definition of the brand’s territory :
Design a slogan aligned with the brand’s new positioning “Our science, your beauty”
2. Creation of various materials for the brand’s new identity suited to different communication channels, in accordance with the target market and the new graphic charter :
- For the sales teams, creation of digital sales materials
- For pharmacists, development of an e-learning program
- For the general public :
- Drafting of a press release
- Creation of brochures and leaflets
- Proposal for a new website design (option not taken up)
- Proposal for social media communications (option not taken up)
