5-1 Short Paper- Brand Identity Analysis

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5-1 Short Paper: Brand Identity Analysis Southern New Hampshire University Maricarmen Watson

Brand Identity Brand identity is “the visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in consumers' minds.” (Traver, 2022). Brand identity is valuable in brand management because is the personality that your business has and the values you project to your customers. Components of Brand Identity Some of the different components of a brand identity are logos, signage, products, marketing collateral, packaging, and apparel; the components mentioned before have to be in alignment with the brand identity, they are what help the company’s brand step up aside from any other companies; the external perception customers have of your brand are set by all the components and alignment these have with your brand. Internal and External Roles “Internal branding is about communicating your company’s vision and values to employees. Ultimately, the goal is to create a positive culture within the organization. External branding is about how you present your company to the outside world” (Fulmer, 2023). Internal branding is important for companies to utilize and take seriously because it is what can help employees engage with their vision and mission statements and work as a team to strengthen the branding. The external role of brand image is also important because it can attract the right customers and prospective employees.

Brand Equity Brand equity can be defined as “the differential effect that brand knowledge has on customer response to the marketing of that brand” (Keller & Swaminathan, n.d.). A factor that could affect brand equity could be not having a strong brand identity and image, having a strong mission and vision statement is key for customers to differentiate our brand from our competitors. Negative Impacts As with everything in life there could be different situations that a brand can encounter that might affect them negatively; some situations that could affect a brand can be posting content that does not align with their brand identity and getting negative feedback from your target audience. It is important for a brand to keep consistency, “A brand that establishes a face, and maintains that face consistently over time, develops credibility among its competitors and trust among its customers.” (Wheeler, 2023), which goes together with maintaining a close eye to your customer's feedback to keep a good relationship and maintain a strong brand identity. Brand Extensions Brand extensions are all those products the company releases, they are essential to strengthen the brand’s identity and image because they enhance the company, they also help by bringing more revenue to it; brand extensions can leverage an existing organizational brand identity because “Companies use this strategy to capitalize on the brand equity of their existing brand to launch new products and enter new markets.”(Marq. 2022)

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Unique Identities The steps to create a unique identity is to first research your target audience and competition; “the power of a brand lies in what resides in the minds and hearts of customers” (Keller & Swaminathan, n.d.) and the only way to know what lies on our customer’s heads and hearts is to do a throughout research; once we have our target audience identified, and we understand our competitor’s strengths and weaknesses we need to work on creating a strong brand image which begins with a logo and a mantra; and last we need to remember that changes will happen in the process, and that for a brand to stay up-to-date on the market it has to be able to be flexible and moldable to your customers’ expectations.

References  Wheeler, K. (2023, May 10). Brand Identity: How to Develop a Unique & Memorable Brand in 2023. HubSpot . https://blog.hubspot.com/agency/develop-brand- identity#importance  Fulmer, C. (2023, July 27). Internal branding and external branding: what are they and why do they matter? https://www.linkedin.com/pulse/internal-branding-external-what- why-do-matter-chris-fulmer#:~:text=Internal%20branding%20is%20about %20communicating,company%20to%20the%20outside%20world .  Keller, K. L., & Swaminathan, V. (n.d.). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition . Pearson UK.  Marq. (2022, December 12). The brand manager’s guide to brand extension . https://www.marq.com/blog/brand-managers-guide-to-brand-extension#:~:text=Brand %20extension%20is%20the%20use,products%20and%20enter%20new%20markets .  Tarver, E. (2022, April 11). Brand Identity: What it is and how to build one . Investopedia. https://www.investopedia.com/terms/b/brand-identity.asp

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