Branding a new company has recently become a necessary goal that every business wishes to accomplish for itself. New companies have a tough act to follow, considering the number of successful branding accomplishments: Apple, Coca Cola, Nike, and Starbucks — just a few of the examples of very successful business that have swept the market. Who doesn’t think of Apple, Coca Cola, or Starbucks, without also visualizing its brand? Apple has surpassed Microsoft, the latter having previously dominated the market for years. The reason is partly due to Apple’s highly successful branding strategy. The Coca Cola Company has also similarly surpassed Pepsi. Which brand is more recognizable? As a matter of fact, Coca Cola’s highly recognizable brand image has allowed it to conquer the U.S. carbonated beverage market, but they also have expanded their outreach to the international market, putting many local business around the world on the skids.
Brand identity is integral to the growth and success of a company. It provides a line of communication with customers, differentiates business from others in the marketplace, shapes company style, and increases business performance (Ellwood, 2002). In my own experience as a graphic designer, I have gained an increased awareness of the importance of brand identity after I emigrated to the United States and began studies for my Master’s in Graphic Design. Graphic design as a course of study does not exist in Saudi Arabia; so consequently, I have realized that designing a brand identity for a company or business is not an easy job.
Talented graphic designers who follows the guidelines that I have been learning in the United States are the key to a successful brand identity for Saudi Arabia. However, th...
... middle of paper ...
....
Kirkpatrick, Janice. New packaging design. London: Laurence King, 2009.
Lamson, Gerren. "Designing a Brand Identity." Creative Market. https://creativemarket.com/blog/2013/07/23/designing-a-brand-identity (accessed September 25, 2013).
McGrath, Casey. Starbucks, a Lifestyle: The persuasion of Coffee. Accessed October 12. https://www.msu.edu/~mcgrat71/Writing/starbucks_a_lifestyle.pdf.
Mohammed, Arsalan . "The Amen Art Foundation Brings Art Education To Saudi Arabia."
Harper’s BAZAAR ART, January 1, 2012, 19.
Wheeler, Alina. Designing Brand Identity an Essential Guide for the Whole Branding Team. 4rd ed. Hoboken: John Wiley & Sons, 2013.
Zac , Kenni. "Establishing a Brand Identity | JUST™ Creative." JUST™ Creative – Graphic Designer, Logo & Brand Identity Specialist. http://justcreative.com/2011/05/19/establishing-a-brand-identity (accessed October 4, 2013).
Brand identity is about story telling. Using the latest content that has been published, compromising the five best images that reflect the profile of the brand, a consumer-photo-storyboard can be developed to: Describe the profile of the brand; Identify the main communication and publicity themes; and Critically assess the integrated modes of communication with consumers, including limitations and negative content.
The exploration of how environmental graphic design gives identity to a brand in retail design.
Increasing awareness of a personal and unique identity distinguishes us from the pack. A brand mantra differs from a tagline, explains Guy Kawasaki, as a mantra describes internal business, a standard for a company to abide by. A tagline is for customers and what they can expect to be delivered (Martinuzzi, 2014). John Jantsch, founder of Duct Tape Marketing defines branding "the art of becoming knowable, likable and trustable” (Martinuzzi, 2014). Many specialists on the subject agree that trust building is essential in success. Being honest is one of the top five steps Forbe’s advises when it comes to brand building (Biro, 2013). Some suggestions to follow from, How to Build an Unforgettable Personal Brand (2014) include, making sure customers are provided what is promised, leading with unwavering quality and being consistent in making good on one’s word. The article also warns that the public will assign a default brand if a
Brand Image / Loyalty: Coke and Pepsi have a long history of heavy advertising and this has earned them huge amount of...
Creating an identity for the brand needs to be able to capture consumers’ attention and create an emotional attachment however it needs to be consistent to be successful in the long-term.
The notion of branding as we have come to know it has evolved noticeably over the years as transformations within marketplace have opened up doors for innovative branding approaches and contributions,in addition to this one could arguably say that most of these changes can be attributed to a shift within the mindset of the consumer as the emergence of various segments and target markets has brought about a new set of demands and expectations when it comes to effectively creating and sustaining profitable relationships between a brand and its desired consumer . One cannot deny the fact the proceedings leading up to the present decade have played a role in the visible shift from an industrially driven economy to a one where the consumers are placed in the drivers seat.
In today’s ever competitive global market, marketers are finding themselves having to grapple with an increasingly difficult issue about branding and their brands. Many marketing managers have to deal with questions of what are the most effective and efficient means to building a strong brand and sustaining it. Pick up any marketing textbook and most will define brands as a name, design, terms, symbol, or any combinative feature that identifies and differentiates one seller’s good or service from those of other sellers. (American Marketing Association)
Key success factors in the industry are a strong brand presence, maintaining customer loyalty as exploring new markets and distribution channels as well as offering a diversified product line. Implications of these factors are strong competition and dependency of company’s behavior and marketing strategies on competitors’ behavior. This is especially true for Coca-Cola and PepsiCo since their flagship products are very much alike in look and taste.
Identity based brand management has its main cause for repositioning, if a brand’s consistency and continuity are harmed. Continuity requires the retention of a brand’s essential characteristics over time. Consistency refers to the avoid-ance of controversy within the repositioning strategy in comparison to its former positioning. The major importance is to not overstretch the repositioning by changing too many characteristics of the brand, which would otherwise lead to a destroyed brand identity (cf. Kapferer 2008, p.
Brand identity really allows the company to flourish, and stay a strong reputable brand. The brand personality is a mix of young and fresh, while still remembering nostalgic aspects from the brand. The company appeals to emotions. They draw up feelings of nostalgia. The brand has a way of being classic and hip at the same time. They present this personality in their choice of advertisements and product. Everyone can recall what a classic Coke bottle looks like. The glass has a hint of green with sharp curves. It is all branding and brand personality.
This is a proven truth that brand identity helps in differentiating your business from a variety of competitive brands. It’s good if you put efforts in creating a unique and creative brand design which impress buyers and stands out of the crowd. If someone is looking for your brand, by identifying your design he/she could easily reach you. It is the best reason which describes the importance and increasing demand for brand identity design among small businesses.
Branding is about seizing every opportunity to express why people should choose one brand over another. (Designing Brand Identity, Alina Wheeler, 2012)
32). Branding means more than establishing the name for a company or for a product line. Branding is a longterm state of mind, that requires the management of the company’s strategy, the coordination of its objectives and resources. The brands are seeking to provide both tangible and intangible benefits to the customers, so that they adhere to the brand’s ideals. The tangent directions between brand and strategy refer to the following: what product attributes must be materialized? What advantages are being created? What are the consumers` benefits? What are the brand’s ideational values? For many companies, the brand is perceived only as an external face of marketing, a colorful name and a nicely designed package. But the brands` advantages are proved by the fact that unbranded products are much cheaper than branded ones. A successful brand must assume the leadership for the product category that it belongs to. Brands must always bring innovation, make a difference, be meaningful. A brand is not just a simple participant on a market, it creates and manages the market through a vision of what the product category should be (Kapferer, 2008, p
In order to ensure the success of a brand the company must put lots of planning and thought into the brands elements. The three brands I have chosen to examine in this branding exercise are Apple, Coca-Cola, and Target because they demonstrate many of the criteria used to evaluate brand success.
Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.”