What does brand identity mean and how do you develop it?
Brand identity is the foundation of every successful brand. It defines which values and characteristics the brand represents both internally and externally. A strong brand identity is essential for effective brand management and positioning, as it helps the brand to stand out in a crowded market.
Definition of brand identity
The service and product market is highly saturated in almost all sectors. However, in order to stand out from the competition, a meaningful brand identity is essential. The brand identity consists not only of the brand name, but also of slogans, colors, shapes and other attributes that shape the brand image.
According to Aaker's model (the model was developed to give companies an understanding of brand identity), brand identity consists of two parts: the core identity and the extended identity. The core identity forms the stable, unchanging core of the brand. The extended identity, on the other hand, can adapt over time, for example when the company expands its product portfolio or enters new markets. Aaker recommends looking at the brand from four different perspectives in order to develop the brand identity:
- As a product
- As an organization
- As a brand
- As a symbol
The weighting of these perspectives varies depending on the individual values and goals of the brand.
Development of the brand identity
Building a brand identity begins with a strategic brand analysis. This process identifies the key characteristics of the brand and analyzes what makes it special, what it should communicate and what sets it apart from the competition. The analysis takes into account not only the company itself, but also the target group and the competition.
The brand identity is defined based on the results of the brand analysis. It influences how the brand affects consumers and helps with targeted and efficient brand positioning. A successful brand identity places the brand in the minds of future customers.
Successful brand development and positioning ensure that the brand triggers positive feelings in the target group and is recognized. In the long term, this leads to a strong relationship between customers and the brand, which is crucial for the company's success. Equally important is the internal impact of the brand identity. The way in which employees perceive the brand and whether they can identify with it plays an important role in the internal and external brand impact. A strong internal brand identity therefore contributes to the successful external impact of the brand.
