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Developing brand identity: What should businesses keep in mind?
Posted date 30/05/2018
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Posted date 30/05/2018
2.070 view
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Among the myriad of different brands from all over the world, what should businesses keep in mind so that their identity does not "sink" in the crowd?
Student Tran Phuong Thao (PR-08)
Among the myriad of different brands from all over the world, what should businesses keep in mind so that their identity does not "sink" in the crowd ?
Unique, different
Uniqueness and difference create competitive value for businesses . Standing among thousands of competitors in the same industry, businesses must clearly identify where their differences and uniqueness lie and from there exploit their strengths. A successful brand identity is when it subtly demonstrates that difference. Chinsu food fish sauce by Massan is a typical example. While other competitors are still stuck in the same rut as "naturally delicious"; "fragrant"... Chinsu chooses its own path, tapping into consumers' fear of toxic food. Chinsu stands out among hundreds of brands, proving the incredible power of difference in building brand identity.
Show the right industry you are in.
Each business has different business products and belongs to different groups. To develop a brand, you must first determine which business group you belong to. A fashion brand, specializing in stylish clothing, cannot express its brand identity through the image of doctors or nurses . Consumers will have difficulty recognizing the products of that fashion brand . That will invisibly push your business to the brink of closing if it does not change. Showing the right standards of your business industry and business field is the first condition to impress customers, deciding whether they will continue to be interested in and learn about your business or not.
Demonstrate the core values of the business
Every business has its own vision, mission and core values. After expressing the characteristics of the industry as well as unifying the themes throughout, the brand identity needs to highlight the core values, the commitment of the business. Commit to what the business will do. Commit to what you do best and do the best you can of what you commit. This commitment is often expressed through the slogan . The slogan is the sign that customers remember you most besides the logo design . For example, some impressive slogans below: An essential part of life ( Lavie mineral water ) ; Delicious taste on every finger ( KFC ); Always listening, always understanding ( Prudential Company ); Say it your way ( Viettel Military Telecommunications Group ); Cherish Vietnamese feet ( Biti's ); Learn to change (Dai Nam University) ...
Consistency, uniformity
Looking at a business that has consistency in image, color, equipment... customers will definitely have a much better impression than businesses that are somewhat sloppy and unprofessional. Consistency in brand identity will demonstrate the prestige and professionalism in the way the business operates and serves. Designing a brand identity requires creativity but must also follow the correct standards and be consistent between the components and elements to achieve the business's goals.
For example, the main color of Dai Nam University's identity is orange. That main color is consistently shown through the logo, uniforms, publications, backdrops and backgrounds in school events...
Unique, different
Uniqueness and difference create competitive value for businesses . Standing among thousands of competitors in the same industry, businesses must clearly identify where their differences and uniqueness lie and from there exploit their strengths. A successful brand identity is when it subtly demonstrates that difference. Chinsu food fish sauce by Massan is a typical example. While other competitors are still stuck in the same rut as "naturally delicious"; "fragrant"... Chinsu chooses its own path, tapping into consumers' fear of toxic food. Chinsu stands out among hundreds of brands, proving the incredible power of difference in building brand identity.
Show the right industry you are in.
Each business has different business products and belongs to different groups. To develop a brand, you must first determine which business group you belong to. A fashion brand, specializing in stylish clothing, cannot express its brand identity through the image of doctors or nurses . Consumers will have difficulty recognizing the products of that fashion brand . That will invisibly push your business to the brink of closing if it does not change. Showing the right standards of your business industry and business field is the first condition to impress customers, deciding whether they will continue to be interested in and learn about your business or not.
Demonstrate the core values of the business
Every business has its own vision, mission and core values. After expressing the characteristics of the industry as well as unifying the themes throughout, the brand identity needs to highlight the core values, the commitment of the business. Commit to what the business will do. Commit to what you do best and do the best you can of what you commit. This commitment is often expressed through the slogan . The slogan is the sign that customers remember you most besides the logo design . For example, some impressive slogans below: An essential part of life ( Lavie mineral water ) ; Delicious taste on every finger ( KFC ); Always listening, always understanding ( Prudential Company ); Say it your way ( Viettel Military Telecommunications Group ); Cherish Vietnamese feet ( Biti's ); Learn to change (Dai Nam University) ...
Consistency, uniformity
Looking at a business that has consistency in image, color, equipment... customers will definitely have a much better impression than businesses that are somewhat sloppy and unprofessional. Consistency in brand identity will demonstrate the prestige and professionalism in the way the business operates and serves. Designing a brand identity requires creativity but must also follow the correct standards and be consistent between the components and elements to achieve the business's goals.
For example, the main color of Dai Nam University's identity is orange. That main color is consistently shown through the logo, uniforms, publications, backdrops and backgrounds in school events...
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Dai Nam University Logo
Dai Nam student uniform
Background of the 2018 Dai Nam Golden Microphone Contest
Background Launching Ceremony of Youth Startup - Innovation Competition 2018
Thus, with a consistent brand identity in operation, demonstrating uniqueness, performing the right business line and expressing core values, the enterprise can become different and create a separate brand position in the public's heart among countless other brands.
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