10 Elements You Can Use to Help Develop Your Brand Identity
What is a brand’s identity? Many people consider the logo to be the lone component of the brand’s identity. Yet a brand is an experience, from the very first time you hear about it to seeing the logo, hearing the brand name or theme line, to word of mouth messages about the brand to experiencing the brand’s product or service.
As an Indianapolis brand development firm, we often hear the word logo mentioned when the brand question arises. That’s because the logo is the standard bearer for the entire brand experience. Yet there are many other ways in which we experience a brand. Wikipedia lists ten elements through which brands are spread. The list goes far beyond the brand name or logo to involve all the senses. The first example for each entry came from Wikipedia. I have added additional examples.
- Brand Name The word or words used to identify the company, product, service or concept such as Chevy, Coca Cola, Häagen-Dazs, Target – monikers that are now an understood part of our everyday language.
- Logo The visual trademark that identifies the brand. The Nike swoosh has become so well known that the word “Nike” no longer need appear with it for recognition. The Morton Salt girl has been recognized since 1914 – though she has been restyled six times. When you see a computer with a lit up apple on the back of its screen, you know the brand without a word.
- Theme Line "The Quicker Picker Upper" is associated with Bounty; "Can you hear me now" is an important part of the Verizon brand. Theme lines like “Just do it.” for NIke or “Don’t leave home without it.” for American Express help to quickly state the brand position memorably. Great theme lines have a long run, too, rather than being changed every year. This allows brand communications to develop sub themes to help it come to life.
- Shape The distinctive shape of the Coca-Cola bottle or the Volkswagen Beetle are trademarked elements of those brands. Dyson’s vacuum cleaners feature a unique ball on which they can maneuver easily. The one-of-a-kind chunky Ugg boot has become a classic fashion item.
- Graphics The dynamic ribbon is also a trademarked part of Coca-Cola's brand. Coach’s unique pattern of “C’s” emboldens the look of most of their products. Louis Vuitton’s stylized flower pattern makes their luggage uniquely identifiable. The red and tan plaid lining makes Burberry coats stand out from plainer competition.
- Color Owens-Corning is the only brand of fiberglass insulation that can be pink. UPS’s unique brown trucks and uniforms have become its trademarks. Sephora cashiers wear one black glove with which they handle products before giving them to customers.
- Sound A unique tune or set of notes like NBC's chimes can denote a brand. A jingle may come to mind at the mention of a particular brand name. Think “Um um good” for Campbells or “What would you do for a Klondike bar?”
- Movement Lamborghini has trademarked the upward motion of its car doors. Apple launch a revolution of screen interaction when the motion of two fingers moving apart allowed users to enlarge images on their iPhones and iPods. The revolving motion within its suction chamber sets Dyson’s bagless vacuums apart from bagged vacuum brands.
- Smell Scents, such as the rose-jasmine-musk of Chanel No. 5 is trademarked.
- Taste KFC has trademarked its special recipe of 11 herbs and spices for fried chicken.
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■ KEY TAKEAWAY: Brands can be represented in many ways that go beyond just a brand name or logo to involve all the senses, creating a richer, more memorable brand experience.
