PBL 4 (11.2.)

PROBLEM
How to develop a visual brand identity?

Learning objectives
1. Reasons to create visual brand identity?

• What is visual brand identity?
• According to the Businessdictionary, visual identity is: visible elements of a brand, such as color, form, and shape which encapsulate and convey the symbolic meaning that cannot be imparted through words alone. In a broader (corporate) sense, it may include elements such as building architecture, color schemes and dress code.

• Why it is important for brands?
• Brand identity is like a first impression
• Jeff Bezos: "Brand is what people say about you when you're not in the room."
• A visual identity must fulfill three functions:
• It is recognizable
• It gives your business personality
• It stands out from competitors
• If your brand identity succeeds in this, you draw benefits:
• Awareness
• Positioning
• A bond
• Staying power
• Savings

2. Ways to implement your new visual branding strategy?

• What to consider when creating a visual brand identity?
• Identify the target market
• Legalities
• Color and logo scheme
• Celebrity endorsements
• Catchy tag line
• Brand architecture
• What type of brand it is
• Competitors

• How to implement it successfully?

According to Mike Fleming there are three key aspects when implementing a brand strategy. These are: 

1. Market Need

2. Product Benefit

3. Consumer Insight

Source: http://vwmarketingsolutions.ca/wp-content/uploads/Brand-Implementation-Process2.jpg

3. How to reach the target audience?

• How to make an influence to your customer with your brand identity?

Annette Hampham explains it as follows: you should understand what is your target market and what your customers value. You should also know what brands already exist. You need to find your niche and differentiate your brand. Understand your brand values and be clear about what you stand for. Define your brand's personality.

You have to make sure that everything you do reflects your brand values. You also need to be consistent. It would be beneficial to use networking to foster relationships and to identify opinion leaders.

• Most efficient channels?

In my personal opinion it really depends on the target customers and the product you are selling. It also really depends on the brand.

Sources:

http://www.businessdictionary.com/definition/visual-identity.html

http://www.amycq.com/the-value-of-investing-in-a-visual-identity/

http://www.drimlike.com/en/blog/brand-identity-why-is-it-so.html

http://www.businessdictionary.com/article/432/what-to-consider-when-developing-a-brand/

http://www.beyond-the-logo.com/blog/5-things-you-should-know-before-creating-a-brand-identity/

http://www.blurgroup.com/blogs/marketing/the-whys-and-hows-of-implementing-a-branding-strategy/

http://www.riba-insight.com/monthlyBriefing/13-04/InfluenceOneBrandOverAnother.asp