Creating brand identity

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.