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By: Aniko Hill
Posted: June 9, 2008, from the June 2008 issue of GCI Magazine.
page 3 of 6
Once research is conducted and analyzed, it is essential to create a solid brand positioning strategy and define the core values and meaning of the brand. Meaning is born through developing a comprehensive understanding of a brand in order to inspire the creative process. Without meaning, there is no glue to hold the elements together. Brand strategy defines what positioning a brand will take in the marketplace before the brand identity can be developed. If the strategy is well-informed and targeted, a brand’s core values should naturally align with the values of the target market, creating the foundation of a successful consumer lifestyle brand.
Brand identity is the visual and verbal communication of a brand. It must be an authentic expression of a company’s vision, goals, values, voice and personality—and must be appropriate to its target market and business sector. Identity is tangible and appeals to the senses, and should stand out in the densely crowded marketplace. It supports, expresses, communicates, synthesizes and visualizes the brand. Brand identity usually begins with a logo or brand mark, but also includes supporting elements such as color palettes and copy tone. When done well, brand identity should constantly remind the customer of the meaning of the brand.