Brand Identity: Best Practices

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How to start your brand identity positioning?

One method of brand identity has been defined as 8–12 elements which can be grouped into four categories. These categories cover all of the senses and social/psychological aspects which may engage a consumer when making a brand purchase choice.


Product — the brand is made up of the attributes, quality, value, uses, users, and country of the product
Organisation — the brand is made up of local work and organizational traits rather than global uses or activities
Person — the brand is made up of the brand personality along with the relationship the consumer has with the brand
Symbol — the brand is made up of its heritage, metaphorical symbols, audio and visual images

A brand identity may also include the trademark, name, communications, visual appearance, consumer appeal, reputation, product, and other variables.

The stronger the brand identity, the greater the number of consumers who can relate to and remember it.

Think of the brand identity as being a symbol of the company when you see it against its competition. A mental image personifying a brand in a familiar way is a useful tool for keeping the edge against competition — a relatable brand is one that is sought out and trusted.



Over time, the identity of a brand may change and evolve. It may become more or less desirable, interesting, or relatable. Sometimes the changes come from society and consumer perspectives rather than new marketing strategies by the company. This is why maintaining a baseline standard of consistency and branding will allow companies to evolve with their consumers and achieve maximum brand positioning on store shelves and in consumer minds and hearts.

Brand Image

Researchers for companies often keep close track of the associations which consumers have in regard to the brand. More than just a logo, a brand image reflects a corporate image. Some of the traits which are part of the brand image include its visual identity, colour, and verbal brand identity.

Branding Visual Identity

When creating a brand’s visual identity, companies must determine the designs of things such as logos, images, product structure and packaging. For instance, a company’s brand must reflect a consistent image throughout its logo, packaging, and structure.

A certain luxury carmaker is familiar to us because of several key traits — you first notice the silver circle, which is cut into four triangles. The pie shaped pieces contain two white and two blue wedges.
Without naming it, an image is created in your mind and you are correct if you are thinking of BMW.

This is the brand’s visual identity. Often, a corporate image can be tied into the ease of consumer recognition.


One of the most important elements of brand identity is color. It provides a primary choice between products, and a way to recognize a brand even if there is no wording on the package or the package is in a different language. The color and patterns used provide a way for brands to stand out on the store shelf.

Verbal Brand Identity

The language used to describe the brand and to interact with consumers also helps shape the overall identity. This area includes not only how the brand is described but company taglines, corporation names, and what we refer to as the voice of a brand — the personality and tone which makes it unique in communications.

Ensuring better placement or brand positioning in a store is achieved through creating a top-notch, unique identity for a company’s brand.

While competing products sit on the same shelf, all of the various features which go into making a brand unique work in its favor. A consumer who feels familiar with a brand is much more likely to trust, value, interact with, and purchase the associated product.

Aaker’s elements and categories give marketers and sales teams a comprehensive starting place for shaping the unique look and image of a brand. By having such a checklist, companies can ensure that they will truly create a lasting impression with their brand. Whatever a consumer may wonder about a brand can be answered by creating for it the specific and desired image, voice, personality, and history which also reflects on the company who manufactures it.

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