
Power of #brandidentity
Identity: The collective aspect of the set of characteristics by which a thing is definitively recognisable or known.
Brand identity is the unique set of brand associations that the brand strategist aspires to create or maintain. These associations represent what the brand stands for and imply a promise to customers from the organisation. (David Aaker)
There are many interpretations and definitions for the phrase “Brand Identity”. There are also many models used in describing the anatomy of a brand’s identity. There is universal acceptance of the value of brands. Millions are poured into the creation, development, sustenance, or rejuvenation of them. But relatively few brands have created and nurtured a distinct identity over a period of time. Identity is not just the way a brand “looks” but the way it acts, feels, interacts and relates to its ecosystem.
What is Brand Identity? It’s the “hot button” by which a brand is recognised. It enables people to single it out. To connect with it. It encapsulates and articulates what differentiates from its competition. It includes, but isn’t limited to the logo, the colours, sounds (and sometimes even smells) uniquely associated with it. It is both a physical entity as well as a set of values, beliefs, convictions and tenets. It is the signpost for the strategic positioning and vision of the brand. It’s encapsulated in those precious few words that anyone aware and/or associated with it expresses spontaneously. It is embedded in the arguments that its loyalist have in favour of it. It is articulated by those who wish to be part of its world. And it is inherent in the reasons why it’s preferred to its competition.
There are a large number of factors that play important roles in creating and sustaining the identity of a brand. Symbolism and iconography. Graphic visual language and meaning — best captured through semiotics. Core brand values, benefits and brand characteristics expressed through engagement with its audience. Products/services and category definition and the perception of the people who choose it. Role of the brand and its category in peoples’ lives.
Since a brand’s identity establishes and embeds itself over time It needs to be both of its times and yet resilient to fads and short-term trends. It must evolve over time. But any dramatic change to it must be done with extreme care. A brand’s identity takes time to form in the mind. Evolution ensures that it remains relevant without losing its essence.
A simple way to define brand identity is:

The Intrinsic Brand comprises all the factors that constitute the brand mentioned above.
The socio-cultural context is critical since it can impact its relevance and how the brand is perceived by people. For example in the post World War II years order, discipline, decency and conformity were very important values. A brand that represented opposing values like rashness or rebellion, suffered. Thus “You Meet the Nicest People on a Honda” was totally in synch with the tenor of the times and Harley Davidson’s “outlaw” image was not.
Now the value of self-empowerment and individuality has increased. There is a need felt to rebel against mundane everyday life. For forging an individual identity. To feel free. And to express masculinity in an increasingly non-masculine world. All these have contributed to the dramatic resurgence of Harley Davidson. While this was not the only reason, the socio-cultural context was a critical catalyst. Amul continues to be a charming, nurturing icon of quality and authenticity. And connects us with a past that represented those values. Its relevant because we feel the absence of those values today. Bajaj on the other hand has had to change. It used to be the cherished transport for the middle classes. Then the two-wheeler context changed. From providing a basic, safe family transport to being more exciting and fun. Appealing to a changing, more youthful audience. Bajaj has tried to reflect this change. And dropped scooters entirely. It is still work in progress. Identity once embedded takes time to change. Even if the socio-cultural context changes more rapidly.
The marketplace here is not in terms of the category alone but the entire commercial eco-system within which a brand, that may be present in multiple categories, operates.
To develop a distinct brand identity one must start with the brand itself. Instead of starting with the product or service and the category within which it operates. Many brands evolve and spread outside their categories of origin. The cost of creating brands in most markets is high. So it is important to define the core brand’s real estate in people’s minds. And let the products and services associated with it to emerge basis opportunity and resource availability. This even more so in today hectic web based business world. Google started out as a search engine but now offers a wide array of web based products most of which are not directly related to web based search. Many would be unaware that Wipro was originally a brand of commodities and consumer products. Tata brings its own identity to any category that it enters and it is not limited to any single category.
Apple, Virgin, Dunhill, Porsche, Mont Blanc are just some of the brands that have transcended their defined categories. But their core identity has not been diluted. Nothing is more powerful than a clearly defined and articulated brand identity. It brings the meaning of the brand to life. Makes it tangible. And we relate to it even when it walks into a different category. Just like the nicknames we give our buddies in school becomes their identity for life. It enhances the kinship and feeling of familiarity and bonding. It doesn’t matter that the buddy is now a managing director, Major General or an outlaw. The identity given to him in school acts as a boundary eliminator.
Similarly think of brands that are more than just a name. That have a clearly defined sense of who they are. Their personality, values, what they does for us. That stand out in our minds and occupy a special place in our hearts. Those are the brands that we greet with warmth. No matter what product or service they appear upon. Just so long as their core means of identity are not diluted.
The power of Brand Identity is as a beacon and also an anchor. It has the capability to transcend category and product. Articulated, nurtured and evolved effectively it can build a bulwark against adversity. As mediums to communicate proliferate, it will be even more critical to safeguard it. Today people don’t want to just buy their favourite brands. They want to feel a part of them. The brand’s identity becomes a part of their own. The Apple faithful, the HOG (Harley Owners Group), Snapple, Swatch clubs, Bitcoin and the Linux community, are examples. They “own” their brands’ identity and help make it tangible and alive. A well articulated brand identity is indispensable. Because…
The failure to develop and commit to a clear and meaningful brand identity, in essence the reason to be, is our single best predictor for the weakness of a brand. (David Miller — Phinney/Bischoff Design House, Seattle)
