A STRATEGIC BRAND POSITIONING, PART 1: WHAT IS IT?

In this series, I’ll take you in-depth into what brand identity really is, or, as I prefer to call it, a Strategic Brand Positioning, due to the widespread misuse of the term brand identity. We’ll explore its true value, what it can do for your business, and how it’s just as essential as a solid financial plan, yet often overlooked. Above all, I’ll share a model widely used by big brands and top advertising agencies, making it accessible for any business, big or small. A powerful tool that enables you to define a clear, long-term positioning strategy, the kind that builds resonance, clarity, and growth. Let’s kick it off!
NOT JUST A VISUAL IDENTITY!

The terms “visual identity” and “brand identity” are often confused or used interchangeably by designers, marketers, and brand owners. However, they refer to different aspects of a company’s overall identity. Let’s break down each term to clarify their differences, leading to a greater understanding of what a Brand Identity truly is and highlighting its strategic importance for your brand.

“Brand identity fuels recognition, amplifies differentiation and makes big ideas and meaning accessible. Brands are messengers of trust. Customers are reassured by brands that are recognizable and familiar. Great brand strategy is a basic building block of good business strategy. “

– ALINA WHEELER

WHAT IS A VISUAL IDENTITY?

A visual identity encompasses the visual elements that represent a brand, making it recognizable and distinguishable from others. It includes all the graphical components and design elements that create a consistent look and feel for the brand.

ITS COMPONENTS
  • Logo
  • Color Palette
  • Typography
  • Imagery
  • Graphics and Icons 
  • Layout and Composition
ITS COMPONENTS
  • Ensure visual consistency across all platforms and media.
  • Create immediate recognition and association with the brand.
  • Differentiate the brand visually from competitors.
“Brand: Is not logo, not what it looks like when I look at your product. A Brand is a shortcut, it’s a shortcut for all the expectations I have for what you’re about to do for me. It’s a shortcut for trust, for promises, for conversations.”

– SETH GODIN

WHAT IS A BRAND IDENTITY OR POSITIONING?

Brand identity is the holistic perception of a brand, encompassing not just the visual elements, but also the values, mission, and overall personality of the brand. It is how a brand wants to be perceived by its audience.

ITS COMPONENTS
  • Brand Values: The core principles and beliefs that guide the brand’s actions and decisions, build upon the brand’s product specifications, rational advantages and emotional rewards.
  • Brand Mission: The purpose and goals of the brand.
  • Brand Voice: The tone and style of communication used in all brand messaging.
  • Brand Personality: The human characteristics attributed to the brand 
  • Customer Experience: The overall experience customers have with the brand, including customer service, product quality, and interactions.
ITS PURPOSE
  • Shape how the brand is perceived by its audience.
  • Build emotional connections and loyalty with customers.
  • Differentiate the brand on a deeper level, beyond just visuals.
  • Communicate the brand’s values, mission, and personality. 
CONCLUSION

Visual identity is just one part of the broader concept. Brand identity encompasses everything that forms the brand’s overall image and perception, including but not limited to its visual aspects. Understanding this distinction helps in creating a more cohesive and effective branding strategy.

DISCOVER THE OTHER PARTS 
Want to set up your brand for long term effectiveness with a strategic brand positioning? Let’s chat! I’d be happy to discuss the possibilities with you!
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