Brand Identity - 1

While brands speak to the mind and heart of the consumer, brand identity is tangible and appeals to the senses. Brand identity can be defined as the visual and verbal expression of a brand (Wheeler, 2003, p 4). Supporting, expressing, communicating and visualising the brand are the tasks brand identity has to do. It can be defined as the shortest, fastest, most ubiquitous form of communication available. You can se it, touch it, hold it, hear it, and watch it move. Brand identity begins with a brand name and brand mark and builds exponentially into a matrix of tools and communications. Brand identity increases awareness and builds business on applications from business cards to websites, from advertising campaigns to fleets of planes and signage (Wheeler, 2003).

Good brand identity systems are memorable, authentic, meaningful, differentiated, sustainable, flexible and have value. Brand identity is a powerful and ubiquitous tool. A well designed brand identity is the consistent reminder of the meaning of a brand. Brand identity is an asset that needs to be managed and invested in.

Wheeler (2003, p 11), stated the features of brand identity as follows:

 Brand identity is a unique and sustainable symbol that synthesizes big ideas. It works across media to build awareness and loyalty and spearheads and integrated program.

 Brand identity is flexible to encourage creative thinking and execution.

 Brand identity engages the senses and understands its customers.

 Brand identity communicates a unique vision for the future.

 Brand identity is strategic, and supports brand architecture across a global spectrum of services.

 Brand identity works across languages and cultures to build powerful brand.

 Brand identity builds on customer passion and helps the sales infrastructure sell.

 Brand identity is an omnipresent point of view that is dynamic and futuristic.

John Noel Kapferer (2004) defines brand identity as an essential tool of brand management which specifies the facets of brands’ uniqueness and value. While brand image is on the receiver’s side, brand identity is on the sender’s side. In terms of brand management, identity precedes image. The identity and image figure below shows that an image is a synthesis made by the public of all the various brand messages. An image results from decoding a message, extracting meaning, interpreting signs.