What is brand identity? Mostly, people identify brand identity with the logo. Sometimes they add color, name, or even sound and consider them to be an inseparable part of a brand. Though this is partially true since these are indeed some of the elements but not all brand elements, we can agree on the fact we have just scratched the surface by mentioning these elements in regards to brand and its elements topic.
A brand is an abstract term, a starting idea, further materialized into an object, product, service, but the overall experience that becomes recognizable around the world. From the first moment you spot any brand on social media, till the moment you see its logo or buy its product, try the service, you have already established a strong connection with the brand. For this reason, we should consider all brand elements when it comes to defining brand identity.
As a full-service marketing agency, with lots of successful projects in our portfolio, products, and companies we helped in building a brand, we often encounter situations where clients mention a logo when we actually ask them about the brand. It might be because a logo is the first and most recognizable element of brand identity and experience. Still, besides a logo, there are more elements that could help consumers to feel a brand completely.
Grouping brand elements
Each brand is a fusion of visual and non-visual, concrete and abstract elements that attract the attention of its consumers. The list is much broader than the brand’s name and its logo, so the other elements are oriented to all senses – such as taste, smell, or sound. Let’s check the grouping of the brand elements:
- Visual identity – visual identity of a brand includes recognizable elements easy to communicate with, such as name, logo, colors, slogan, typography, graphic elements,
- Brand associations – all possible associations that come to consumers’ minds when they think of any brand, such as ads, brand ambassador, stirred emotions, lifestyle,
- Brand personality – as each of us has certain characteristics, some human qualities have been attached to a brand so consumers can easily identify with it. For example, a brand can be described as easy-going, youthful, accomplished, leadership-minded.
- Brand voice – consistent communication, choice of words, attitude, and values in presenting itself to the target audience and other consumers,
- Brand experience – is a unique feeling of being part of a chosen brand, that actually rounds a special relationship built between a consumer and a brand.
List of the most important brand elements in 2021.
In this segment, we would like to share 5 key elements in marketing nowadays, significant for growing brand awareness. All other elements mentioned in the text are still there and important but these 5 have a priority and attract the most attention of their consumers.
- User experience
- Personalized graphic brand elements
Some experts will say this is the most important element of a brand identity because it defines a brand in one or two words. Though a quality service or products are crucial for creating a high-level brand, a name is one of the crucial points too. A name dictates if consumers will remember the brand fast or forget about it. Think about brands we use or mention almost every day, like Coca-Cola. These words are worth millions today. Experts suggest picking a short, easy-to-remember name.
Neuroscientists discovered that a human brain can process a large number of images in just 13 milliseconds. According to this, the human eye and brain manage to recognize a brand in just a few milliseconds since they see its logo. It is easy to identify the most famous world companies based on their logos. That’s why big companies understand the true value of a logo and invest big budgets in their creation. After the name, a logo is considered to be equally important or at least next to the most important brand element. When you think about the Nike logo, it is not needed to write its name because everyone knows what brand it is when they see the logo.
In 2020. User experience was considered to be the most important for scaling a business. This trend is continuing, as expected because the consumers want a quality purchase/service experience from their favorite brands. Studies show 86% of buyers are ready to pay even more than a regular price just to get the top experience. Nowadays, consumers expect more than just a nice logo. Good product and striking name. They want to get the best brand experience and service. In other words, they expect a brand will understand their needs, establish a connection, offer personalized products or services. Fashion luxury brands have achieved this, like Hermes, they offer a unique way of purchase, that assumes exclusivity, personal assistant, and full attention.
When it comes to online brand presentation, a website is the most relevant aspect for presenting its look, colors, graphic elements, etc. recent studies discovered up to 89% of consumers first do the research about the brand on the internet before making a purchase. This is one of the vital points for understanding the importance of responsive design in 2021 since consumers research brands not only on their computers but mostly from their mobile devices or tablets.
Consumers will learn all about a brand first via the website, so this experience should be positive, easy to navigate, and easy to find all the needed information. All actions that take more than 30 seconds will annoy website users, they will leave it and potentially never come back again. In other words, that brand will be soon forgotten.
Personalized graphic elements for a brand
Today companies work in a multimedia world, so it is important to personalize a visual language and make it unique and recognizable for that specific brand. Social media, posts, and similar content should have one or more recognizable elements, so when the consumers see them they immediately know what brand it is all about. These elements could be: special brand colors, fonts, etc. take Google as an example.
Graphic elements of this type should not be created for the online world only. Just think of Louis Vuitton flowers. Burberry as well. Uniqueness is the only way to make the brand stand out from all others.
Brand identity is much more than an individual brand element
As we have already mentioned, a brand can be presented in many ways, that don’t include name and logo only. Whether the brand has been represented via personalized graphic elements, that will make it noticeable or via the best web presentation answering all important questions, plus if we add special elements for other senses so the consumer can enjoy the explosion of colors, tastes, and smells – with this combination of elements, no doubts we will manage to create a lasting brand.
BUILD A BRAND THAT WILL BE YOUR BEST BUSINESS REPRESENTATIVE