The Essence of Building a Strong Brand Identity

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Recommended: Theories of brand management

A young Steve Jobs once quipped, that ‘chance to make a memory, is the essence of brand marketing.’

A great brand stands out. It dares to be bold and different, thereby creating innovative products or offering first-rate services that people remember, respect and value. It also has an established reputable brand identity, which sets it apart from other competitions.

Indeed, for a business to prosper and succeed, it needs to build a brand identity that is noticeable, notable and memorable.

Brand Identity Defined

Brand identity is one of the most essential aspects of marketing. Although many people believe that a logo defines the brand identity of a business, the truth is, brand identification is so much more than that.

Other significant facets of brand identity include the printed pieces (e.g., stationeries, brochures, letterheads and manuals), website, product packaging, personality and design (typefaces and colour palettes). In short, a brand identity is the look and feel of a company. It is the physical manifestation of a brand.

Additionally, one vital aspect of bra...

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