The task of brand identity is to show through communication what emotion can be associated with the company and its services / products.
We remember from the previous blog: Customers choose what gives them an emotional added value. This requires a complete Brand Experience.
People don't buy what you sell, but WHY you sell it."
The brand identity - the soul of your brand
The core of a company’s identity lies in the value it offers its customers.
And customers want to “feel” the emotional added value that a corporate brand brings them. This is because the emotional added value has the effect of strengthening their own positioning, identification, orientation and prestige.
The pre-defined archetype (see our blog “With the right brand positioning to more success in sales”) serves as the starting point for the brand identity and thus for the emotional added value that is to be conveyed to customers in communication.
The brand identity itself defines how the brand is to affect its target groups, which values are to be conveyed and which emotions are to be triggered. It provides a complete brand experience together with the archetype.
The 4 elements of brand identity
Brand tonality - what am I like?
Brand tonality refers to three categories and is essential for the target group-oriented communication strategy:
1. it expresses personality-related characteristics of the brand.
2. it describes the behavior of the brand in relationships with customers.
3. it defines the brand wording – addressing the target group – depending on the archetype from the brand positioning.
Brand benefits - what do I offer?
Brand benefits describe the functional and emotional benefits or added value for customers. Based on the pre-defined brand values and archetype.
These are part of the content strategy in the communication strategy and reflect the brand promise.
Brand attributes - what attributes do I have?
The brand attributes are also the brand values on the basis of which the archetype was derived with the help of the Limbic® Map.
These are also transported in the content strategy.
Brand image - how do I appear?
The brand image completes the brand experience through the visual appearance of the brand with the help of images, color schemes and finally the corporate design.
So that the brand promise also matches the appearance of the brand.
If you need assistance in positioning your company and developing your communication and content strategy, we will be happy to advise you and help you offer your potential customers a complete brand experience.
Until the next update – your Growth Ninjas,
Adrienne, David, Hermann, Johannes, Katharina B., Stefan K. & Stefan G.
