A brand identity allows your brand to convey meaning and values. To influence consumers regardless of the product. We test yours?
A brand identity is visible and invisible. Like his personality. And both of these factors greatly influence buying behavior. Consumers pay particular attention to the brands of products they buy. They are very sensitive to brand identity. They contribute to build it, moreover. To establish, sometimes, an emotional connection. In marketing jargon, it is about attachment.
The Brand, a Love Story!
Today, more than ever, the consumer has access to information that allows him to “buy responsible”. The components and the manufacturing of the products (organic label, environmental protection, recycling process …) even take an important place in its purchasing preferences. What if we took a few minutes to think about your brand, its identity, its personality?
What is the brand?
This is a fairly broad concept that is associated with several definitions. From a marketing point of view, the brand is a singular sign. This characteristic sign allows customers to recognize or distinguish a product or service from the competition. Proper name, expression or symbolic visual. With this sign, the consumer recognizes a product, which can even be a guarantee.
Your brand creates value for your customers:
- It is a contract of trust and a promise of performance, which reduces the perceived risk.
- It is a way to facilitate and shorten the purchasing process.
- It is a vector of values and identity for the buyer.
What risks does your brand reduce for consumers? How does it facilitate their buying process? What values does it carry?
Brand identity is, more precisely, the identity that allows your brand to convey meaning and values. To influence consumers regardless of the product.
What is your central identity? That is the perennial image of your brand? What is your expanded identity: the way your organization is seen on the market?
No question here to confine ourselves to your name, product and logo. What is visible is not enough to establish a brand identity. Think of more abstract elements like values. There are also several kinds of values, formalized in particular by the NOSANA method. In addition to notoriety, this method assumes that you are wondering about the values around your brand awareness:
- Objectives: Describe the qualities of the product, your core product, which marketing partner do you practice, and the prices, the distribution?
- Subjective: if you had to decline your product according to the 5 senses, what would be the qualifiers?
- Attributive: who is your target audience for, what is your target audience?
- Narratives: what stories, what myths are circulating around your brand?
- Associative: these are the spontaneous associations, positive or negative produced by people, generally in terms of beauty, health, safety, pleasure, etc.
All these elements contribute to the personality of your brand.
The personality of a brand
The parallel between the personality of a brand and that of a person makes sense. It is a question of defining the mark on the indicator side, such as age, characteristic features, emotions and socio-economic class. The consumer often attaches to a brand according to the personality it gives off. For a link to be established, he must find common points between his personality and the one he perceives from the brand.
Do not confuse: on the one hand the image and personality that “wants” to spread a brand and, on the other hand, what the consumer perceives and feels. Draw two columns, and list. Do not hesitate to mention your brand for you and your targets as if it were a country, a song, a costume or a garment. Metaphors are sometimes more meaningful.
It is of course the personality of the brand that influences the attachment.
Have you already tested the focus group to discover the personality of your brand seen by your targets?
Attachment to the brand
The attachment to the brand is a little holy grail, the goal of all designers, product designers, advertisers and marketing managers. There is a real affection on the part of the consumer towards your brand. A particular bond, which is expressed in the duration. A relationship that is virtually unalterable.
It’s the emotional energy inspired by a brand. In order for this fastener to become established, the mark must provide consumers with satisfaction. There is a psychological link generated by the benefits brought by the brand.
How to promote this link, this attachment to your brand in the long term? Nostalgia, identification and concordance, customer loyalty, …
A consumer is sensitive to your brand, its history, its projects, its ambitions (and here the concept bio resurfaces). Once again, it is a psychological factor (therefore subjective) that influences the choice towards a product or a service. Attention, remember that a consumer will be sensitive to your brand for one type of product and not the others.
Do you know the values that excite and motivate consumers who are sensitive to your brand? In the brand speech, you have to pay attention to the identity of the brand and its history.