Design LAB on LinkedIn: The Brand Identity Prism, conceptualized by 𝑱𝒆𝒂𝒏-𝑵𝒐ë𝒍… (2024)

THE BRAND TREE.The brand tree is an essential tool for businesses to understand their brand identity and how it fits into the larger market. It is a visual representation of the brand's core values, personality, and positioning. By using this tool, companies can identify their unique selling proposition and differentiate themselves from competitors.The brand tree consists of several layers. At the top of the tree is the brand essence, which is the fundamental nature of the brand. It defines what the brand stands for and its purpose. The next layer down is the brand promise, which is the commitment that the brand makes to its customers. It is a statement of what customers can expect from the brand.The third layer is the brand personality, which is the set of human characteristics associated with the brand. This layer helps to humanize and give personality to the brand, making it more relatable to customers.The fourth layer is the brand values, which represent the beliefs and principles that the brand upholds. These values guide the brand's actions and decision-making processes.The fifth layer is the brand benefits. These are the functional and emotional benefits that the brand provides to its customers. They are the reasons why customers choose the brand over competitors.It's worth noting that the brand tree is not a static tool. As a company evolves, so does its brand identity, and the brand tree should be updated to reflect these changes. Additionally, businesses should regularly review their brand tree to ensure that it is still relevant and aligned with their current goals and values.In order to create an effective brand tree, businesses should take the time to conduct research and gather insights about their target audience, competitors, and industry trends. This information can help to inform the brand's positioning and messaging, as well as its visual identity.The brand tree is a powerful tool for businesses looking to establish a strong and differentiated brand identity. By understanding their brand essence, promise, personality, values, and benefits, companies can create a compelling and resonant brand that connects with their target audience and drives long-term success. #brand

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A well-developed brand is more than just a label; it provides a roadmap for a company to navigate towards its goals. Clear direction, control over results, and evaluation of effectiveness are key for leveraging the power of a brand and driving growth and success.Firstly, clear direction is crucial. A well-defined brand strategy aligns the company's activities, resources, and communications towards a common goal, reinforcing the brand's positioning and desired perception.Secondly, control over results is essential. By establishing brand guidelines and standards, the company ensures consistency in messaging, visual identity, and customer experiences, which in turn builds trust and allows for better control over the brand's perceived image.Lastly, evaluation of brand effectiveness is vital. Ongoing assessment through key performance indicators, customer feedback, and market analysis helps the company refine its brand strategy, identify areas for improvement, and ensure that it resonates with the target audience and drives desired outcomes.Embracing a strong and consistent brand strategy is critical for a company to thrive, stand out, and achieve long-term growth and success In today's competitive business landscape.

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The $450 Million Brand Tale: Bondi Sands transitions into its next chapter, having entered a landmark deal with Kao Group. So what's the driving force behind the $450 million business deal? It's not just the product, it's the brand. The recent acquisition of Bondi Sands by Kao Group is a fresh reminder that branding really is the backbone of business success. 🏖️ Bondi Sands, the Australian-made self-tanning and SPF brand, didn't just create products; it created a lifestyle. The "bronzed Aussie at Bondi" wasn't just a concept, but an emotion. This is the essence of branding: going beyond the surface and connecting with consumers on a deep, emotional level. 🌐 The global journey of Bondi Sands teaches us that branding isn't confined to a single location. Founder Shaun Wilson emphasises the importance of immersing oneself in your target markets. Global branding requires an understanding of the nuances and preferences of diverse audiences, to ensure that your brand's message resonates universally. 🧩 Bondi Sands' story underlines the value of being a founder-generalist. It's not just about being passionate; it's about understanding all facets of your business. From brand identity to financial models, a holistic grasp is essential for steering your brand's course effectively. 🙌 Creating a successful brand is also about nurturing your team. Wilson's insight into integrating brand centricity with staff centricity reinforces the idea that a united team, driven by brand values, becomes the powerhouse behind a brand's growth. 💡 Bondi Sands' success reaffirms that branding is an ongoing commitment to values, identity, and emotional connection. The bond between brand and audience evolves to create an enduring legacy that transcends products. As a brand nerd, this monumental acquisition makes me proud. It connects tangible results to brand. It is the perfect case study for brand value — it's the emotional equity, lifestyle association, and community engagement that make it truly priceless.

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There’s a common misconception that many people have that a “brand” is basically just the name of the company and the logo that they use. It is even more than the graphics and aesthetics.While these elements contribute to the overall brand of a business, the term “brand” is actually much more comprehensive than that. It involves many different components, which is why it takes a lot of thought in order to successfully develop your brand. The following are the four main brand components that you will need to address when building your brand and what kinds of strategies you can put into place to further develop those components.1. Brand IdentityYour brand identity is how you want your brand to be perceived. It’s important that you know what your brand identity is and what you want it to be. If you don’t, how is anyone else supposed to know? You’re going to have a tough time generating brand awareness if you lack a strong brand identity.2. Brand ImageYour brand image is similar to your brand identity in that it deals with how your brand is perceived. However, whereas your brand identity is how you want your brand to be perceived, brand image is how your brand is actually perceived. Consider your brand image as the reputation you currently have with the general public. 3. Brand CultureBrand culture refers to your company’s core values and how you set an example for those values. 4. Your brand personality refers to the human characteristics that your company has. Developing a brand personality is vital to connecting with your audience on an emotional level and for making your brand relatable. Once these 4 things are in place then you can be rest assured to have a success brand than takes it’s throne in the market place.If you are having doubts about your branding or need a brand expert to talk about the future of your branding then do well to send a DM or call me on +2348167015400Cheers

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🌟 Brand Vision vs. Brand Mission: Unveiling the Differences 🌟In the realm of branding, both a brand's vision and mission are critical components that shape its identity and purpose. However, they serve distinct roles in defining a brand's trajectory. Let's unravel the differences between brand vision and brand mission through key points and examples:Brand Vision:🚀 Focus on the Future: A brand vision is a forward-looking statement that outlines where the brand aspires to be in the future. It sets a long-term, aspirational goal.🌍 Big Picture Perspective: It provides a holistic view of what the brand hopes to achieve, often encompassing its impact on the world or industry.🌟 Inspiration and Motivation: A brand vision is meant to inspire and motivate both internal stakeholders (employees) and external stakeholders (customers and partners).🏰 Example - Disney: Disney's brand vision is "To be one of the world's leading producers and providers of entertainment and information." This vision encapsulates Disney's grand ambitions of being a global entertainment powerhouse.Brand Mission:🎯 Current Purpose: A brand mission focuses on the present and defines the brand's purpose, explaining why it exists today. It outlines the actions and values that guide the brand's daily operations.📝 Specific and Actionable: A mission statement is more specific, detailing what the brand does and how it serves its customers or community.👥 Internal Alignment: While it may inspire, the primary audience for a brand mission is internal. It aligns employees and stakeholders with the brand's core purpose.🔍 Example - Google: Google's brand mission is "To organize the world's information and make it universally accessible and useful." This mission explains Google's core function and commitment to making information accessible to all.In summary, a brand's vision is its north star, guiding its long-term aspirations and impact on the world, while a brand's mission is its daily compass, outlining its current purpose and actions. Together, they define a brand's identity and its journey towards a better future. 🚀🌟🎯

Domain Names and Brand Identity: A Symbiotic RelationshipIn the digital age, domain names play a crucial role in shaping brand identity and online presence. The relationship between domain names and brand identity is symbiotic, with each influencing and reinforcing the other.A domain name is more than just a web address; it is a virtual storefront that reflects a brand's personality, values, and offerings. A well-chosen domain name can evoke trust, credibility, and memorability, enhancing the overall brand perception. For example, a domain name that is concise, relevant, and easy to spell can make it easier for customers to find and remember a brand.Conversely, a strong brand identity can elevate the value and impact of a domain name. When consumers encounter a domain name that aligns with their perception of a brand, it reinforces their trust and confidence in the brand. Consistency in branding across all touchpoints, including domain names, fosters brand recognition and loyalty.Furthermore, domain names have become an integral part of brand strategy, with companies investing in premium domains to secure a competitive advantage. A premium domain not only enhances brand credibility but also improves search engine visibility and click-through rates.In conclusion, domain names and brand identity share a symbiotic relationship that is essential for building a strong online presence. By selecting the right domain name and aligning it with a cohesive brand identity, companies can effectively communicate their value proposition and establish a memorable digital footprint.Get A .com Domain For Only $5.98!https://lnkd.in/eHWkvNtK

Super useful tool for brand strategies. Understanding the brand archetype gives you so much clarity for you personality and storytelling. Hope you enjoy this tool…

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Deference between: Brand Foundations, Brand Identity, Brand Culture, Brand Strategy- Brand Foundations, Brand Identity, Brand Culture, and Brand Strategy are essential components of a comprehensive branding framework. Here's a breakdown of the differences between these key elements:1. Brand Foundations:- Brand foundations are the fundamental building blocks upon which a brand is established.- They include the core principles, values, and beliefs that guide the brand's actions and decision-making.- This often involves defining the brand's mission, vision, and purpose.- Brand foundations serve as the brand's philosophical and ethical underpinnings.2. Brand Identity:- Brand identity encompasses the visual and tangible elements that make a brand recognisable and distinctive.- It includes elements like the logo, colour scheme, typography, imagery, and design guidelines.- Brand identity is the "face" of the brand that consumers and stakeholders interact with.- It should reflect the brand's personality, values, and positioning.3. Brand Culture:- Brand culture refers to the internal organisational culture within a company, which shapes and influences how employees behave and interact with each other, customers, and the brand itself.- It encompasses the company's values, beliefs, mission, and the way employees embody these values in their day-to-day work.- A strong brand culture helps ensure that employees are aligned with the brand's vision and deliver a consistent brand experience to customers.4. Brand Strategy:- Brand strategy is the overarching plan that outlines how a brand will achieve its goals, connect with its target audience, and create a unique position in the market.- It includes market research, competitive analysis, target audience definition, and positioning.- Brand strategy also involves decisions about messaging, communication channels, and the brand's long-term growth and development.- It guides how the brand will convey its values, products, and services to its target market.These elements are interrelated and work together to create a strong and successful brand. Brand foundations provide the brand's ethical and philosophical underpinnings, brand identity shapes its visual representation, brand culture influences how employees embody the brand, and brand strategy guides how the brand interacts with its audience and achieves its business objectives. A well-defined and cohesive approach to these elements is essential for building a powerful and consistent brand that resonates with customers and employees alike.#branding #branddevelopement #branddesign #brandguide

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Picture this: You stroll into a cozy restaurant, and the familiar aroma of freshly prepared chicken envelops you. You look around, and your eyes meet that iconic red and yellow logo. Ah, Chicken Republic- a brand you've come to trust and love.But what makes you keep coming back? It's more than just the chicken; it's the magic of branding.Branding isn't just about logos and colors; it's about creating a bond. Trust and credibility are the pillars of this relationship. When a brand consistently keeps its promises and maintains a consistent image, you can't help but trust it. That trust transforms into loyalty.Think about it - when you order a bowl of chicken, you know exactly what to expect, and it's that consistency that keeps you satisfied. Your satisfaction is like fuel for brand loyalty.Yet, it goes deeper. A powerful brand doesn't just serve chicken; it serves emotions. When a brand connects with you on an emotional level, you become more than a customer; you become a fan. Those emotional ties make you stick around, even if there's a café on every corner.Remember, branding isn't just for you; it's for everyone. A well-designed brand identity is like a beacon in a sea of choices. It makes you stand out, easy to remember, and the obvious choice.So, whether you're a chicken giant like Chicken Republic or a small local business, investing in your brand identity is investing in your customers' loyalty. Build that trust, foster satisfaction, create emotional connections, and watch your brand recognition soar.In the world of business, a strong brand identity isn't just an option; it's the secret sauce for long-term success. Cheers to building brands that keep us coming back for more!Now tell me, what did you learn?What would you like to do next in your personal branding or business?Let me know in the comments

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Brand element choice criteriaThere are six criteria for choosing brand elements:The first three ( memorable, meaningful, likable ) are brand building.The latter three ( transferable, adaptable, protectable ) are defensive and help leverage and preserve brand equity against challenges.1. Memorable : How easily do consumers recall and recognize the brand element, and when at both purchase and consumption? Short names such as Tide, Crest, and Puffs are memorable brand elements.2. Meaningful : Is the brand element credible? Does it suggest the corresponding category and a product in gradient or the type of person who might use the brand? Consider the inherent meaning in names such as DieHard auto batteries, Mop & Glo floor wax, and Lean Cuisine low calorie frozen entrées.3. Likable : How aesthetically appealing is the brand element? A recent trend is for playful names that also offer a readily available URL, especially for online brands like Flickr, Instagram, Pinterest, Tumblr, Dropbox, and others.4. Transferable : Can the brand element introduce new products in the same or different categories? Does it add to brand equity across geographic boundaries and market segments? Although initially an online bookseller, Amazon.com was smart enough not to call itself “Books ‘R’ Us.” The Amazon is famous as the world’s biggest river, and the name suggests the staggeringly diverse range of products the company now sells.5. Adaptable : How adaptable and updatable is the brand element? Logos can easily be updated. The past 100 years have seen the Shell logo updated 10 times.6. Protectable : How legally protectable is the brand element? How competitively protectable? When names are in danger of becoming synonymous with product categories—as happened to Kleenex, Kitty Litter, Jell-O, Scotch Tape, Xerox, and Fiberglass—their makers should retain their trademark rights and not allow the brand to become generic.Book : Marketing Management by Philip Kotler

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