BRAND IDENTITY

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Brands are much more than logos

BRAND IDENTITY What is the brand’s particular vision and aim?

What makes it different?

What need is the brand fulfilling?

BRAND IDENTITY What is its permanent nature?

What are its value/values?

What are the signs that make it recognisable?

What Is Brand Identity?

“Brand Identity helps to define how the company plans to leverage its brand in order to

Reach its corporate vision, Uphold its corporate values and Achieve its corporate mission…

“It forces senior management to reach consensus on longer-term growth objectives and stake out where that growth could and should come from.”

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--Scott Davis, Brand Asset Management, 2000 p. 38-39

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Why Brand Identity?

“The more meaningful people find your marketing, the more they’ll be willing to pay for your stuff, and the more loyal they’ll become to your brand. They’ll make more of an investment in your brand emotionally, and they’ll be more motivated to choose it and spread the word about it.”

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Internal Culture & Values Note: Kapferer puts “Relationship” here

CapabilitiesNote: Kapferer calls this “Physique”

Personality

Noble PurposeNote: Kapferer puts “Reflection” here

Shared Values & CommunityNote: Kapferer puts “Culture” here

Aspirational Self-Image

Brand Identity Prism - Elements

Adapted from the ‘Brand Identity Prism’ by Jean-Noel Kapferer, The New Strategic Brand Management, 2012, p.156

Rallying Cry

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SIX FACETS OF IDENTITY Physique: physical qualities and tangible added values

Personality: The way it speaks of its products or services shows what kind of person it would be if it were human

Self-image: The customer’s own internal mirror

SIX FACETS OF IDENTITY Culture: The set of values feeding the brand’s inspiration

Relationship: The brand endeavors to share with its customers

Reflection: The perceived client type

This element answers the question: What do we do?

Many brands have problems with their physical facet because their functional added value is weak. Even an image-based brand must deliver material benefits. We focus on capabilities, which are about the brand’s value-added.

Example: Foster Farms Frozen Cooked Chicken

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Prism Element: Capabilities

Capabilities:• Chicken – Highest quality• Cooking – Making perfectly cooked chicken• Resource – Helping you make successful

dinners

This element answers the question: Who are we?

Strong brands are built on a strong culture and a clear set of shared values.

• Brand’s core beliefs and way of operating.

• Unwavering, and and uncompromising.

According to Kapferer: “The cultural facet of brands’ identity underlines that brands are engaged in an ideological competition.”

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Prism Element: Internal Culture & Values

Example: Nike

Nike champions ‘solo willpower’ with a dose of optimism, and addresses a major sociological insight:

Millions of people in the world today know that they can count only on themselves.

This element answers the question: Why do we exist?

Strong brands are a vision of the world. The idea of ‘Being of Service’ underlies this facet of the Brand Identity prism. It is meant to be motivating to employees, and important to customers and other external stakeholders.

Noble Purpose refers to the larger goal or cause the brand aspires to serve. It is about the brand’s ambition -- what the brand wants to change in peoples’ lives; how it aims to make their lives better.

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Prism Element: Noble Purpose

The Usual Suspects• Patagonia• Body Shop• Ben & Jerry• Newman’s Own

Newcomers• TOMS• Innocent

Examples:

Surprising Addition?• P&G

Source: Jennifer Aaker2 1.13 13

This element answers the question: How do we deliver?

Some brands are incredibly earnest, others are super smart. By communicating their personality, brands build character. Consumers identify with the brand’s personality or project themselves into it.

Prism Element: Brand Personality

This element answers the question: What do we have in common?

Brand loyalty provides a sense of belonging. Whether it’s formal or grassroots, that connection provides a powerful bond and source of distinction.

Example: Harley Davidson’s creation of a brand community was central to its turnaround • Created a group of ardent consumers organized

around the lifestyle, activities, and ethos of the brand

• Retooled every aspect of the organization—from its culture to its operating procedures and governance structure—to drive its community strategy.

• Made Harley into one motorcycle manufacturer that understood bikers on their own terms.

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Prism Element: Shared Values & Community

“Shared value suggests that profits that are imbued with a social purpose can enable companies to grow while advancing society. It frames the enterprise mission and objectives in a new way. All profits are not equal. Those that advance society are better, and those that detract from society are inferior.”

-- David Aaker, “Creating Shared Value vs. Leveraged Social Programs”, Harvard Business Review, 6.30.11 http://blogs.hbr.org/cs/2011/06/creating_shared_value_vs_lever.html

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Prism Element: Aspirational Self-ImageThis element answers the question: What do customers want their use of the brand to say about them?

• Repeated use and reliance on a brand demonstrates its value to the user.

• Brand loyalty provides an emotional or self-expressive benefit.

• Use of the brand tells others something about the user, and it tells the user something about her/himself.

Example: Lacoste

• Users see themselves as members of a chic sports club – an open club with no race, sex or age discrimination, but which endows its members with distinction.

• This works because sport is universal.

This element answers the question: what does all this add up to?

The Rallying Cry is 3-5 word shorthand encapsulation of your brand identity.

• Defines the category of business for the brand, sets boundaries and clarifies what is unique.

• Should be memorable, crisp and vivid.

• Stakes out ground that is personally meaningful and relevant to employees.

• Not an advertising slogan, and, in most cases, not used publicly.

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Prism Element: Rallying Cry

Emotional Modifier

Descriptive Modifier

Brand Category/Industry+ +

Disney: Fun Family Entertainmenthttp://youtu.be/MAE_OgMrkaQ

Ritz-Carlton: Ladies & Gentlemen Serving Ladies & Gentlemenhttp://youtu.be/AANS1QlS6kQ

BMW: Ultimate Driving Machinehttp://youtu.be/NJ81ivxPl20

Betty Crocker: Homemade Made Easyhttp://youtu.be/qm-_TIE2w2Q

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Rallying Cry - Examples

Emotional Modifier

Descriptive Modifier

Brand Category/Industry

+ +

Most powerful when it articulates the DNA of a company and is used as a touchstone or North Star when making difficult decisions e.g., about business strategy, crisis management, acquisitions, new product introductions.

Brand Identity Prism - Nike

Physical product Personality

Culture

Self imageReflection

Relation

Brand Identity Prism - Nike

Sports andfitness

Like Jordan, Woods…

AmericanJust do It!

Cool”Athlete”

Aggressive,Provocative,In-your-face

Sponsorship,Ethics

Brand Identity Prism - Adidas

Physical productSports andfitness

PersonalityTraditional, Conser-vative, Collective

CultureEuropeanTraditional

Self-ImageRelates more to competing than to winning

ReflectionTrue sportsmanshipStrong work ethicA good team player

RelationQuality andHeritage

Brand Identity Prism - Adidas

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SOURCES OF IDENTITY The brand’s typical products The power of brand names Brand characters Visual symbols and logotypes Geographical and historical roots The brand’s creator Advertising: content and form

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