The timeless search for identity is a fundamental quest for humankind. The answer to the lifelong question, “Who am I?” is sought after in an organic process shaped by experience, environment and biology. For upmarket brands, finding identity is equally important. Unfortunately though, brands cannot afford to "find themselves" over a lifetime on the market. Methods, energy and skill are required to find and grow brand identity.

Brand identity, defined as the outward communication of your brand, is the foundation of building brand equity. It is what consumers see, hear, touch, taste, smell and ultimately feel about the brand. Without an identity, or without a relevant identity that differentiates the brand from others, brands have nothing for consumers to connect with. The product remains a commodity, without any meaning to the consumer.

Mark Twain’s thought – "naked people have little or no influence in society" – applies equally well to brands that lack perceivable identities. David Aaker and Erich Joachimsthaler, authors of Brand Leadership, expand on this: “Because a brand identity is used to drive all the brand-building efforts, it should have depth and richness…” An identity based on functional benefits alone is just not as effective at building upmarket relationships with consumers as one that has an emotional and expressive character. A brand’s top decision-makers should be brand advocates. Often, the brand’s identity will reflect the strong personal and professional aspirations of the brand’s originators.

Rob Frankel, brand consultant and author of The Revenge of Brand X asserts, “The more faith you have in your own identity, the stronger your brand will be – and the more people will follow.” Many brand leaders mistakenly believe identity to be embodied in a brand’s logo. Everything a brand does is part of that brand’s identity. Identity should be communicated through as many touch points as possible – from the brand’s name, logo and taglines, to its symbols, advertising, public relations, community and employee relations and customer service. Not applying identity throughout the organization runs the risk of weakening it. Even your organization, and how it runs, can play a crucial role.

Take Ben & Jerry’s Ice Cream. Ben and Jerry sought to build a new kind of company. They wanted to produce a great product made with natural ingredients, have fun and give back to the community. They lived their brand identity – two hippies succeeding by redefining how to thrive in corporate America. This identity can be recognized in their logo and packaging, but also in the largess of their corporate giving, their salary structure and even in the way they chose to conduct their public offerings.

Most great brands create a culture where consumers either recognize themselves or aspire to belong. For Ben & Jerry’s, that culture is a delicious rebellion. For Nike, it’s personal physical excellence. For Harley Davidson, it’s freedom and adventure. It takes a rare talent to define the essence of a brand’s identity and then distill that identity into materials and actions that move consumers to trial. Ushering them from trial to preference and finally to loyalty is central to our philosophy of Asset-Driven Branding.

Brand leaders recognize the long-term financial value of building and shepherding a unique upmarket brand identity. Articulating that identity and incorporating the right drivers to maximize its impact on your target audience builds lasting brand equity and a strong bottom line.