Brand architecture is the organizational structure of a company’s portfolio of brands and products. It includes an integrated system of names, symbols, colors, and visual vocabulary.
When developing a brand strategy, identify three core components of your business to use as a blueprint for marketing tactics.
Purpose, Consistency, Emotional Impact
Naming Strategy concept can give rise to independent brand names and name systems which support assertions about products or product features, about the nature or use of a product, or about the origin or quality of a product. At the same time, the challenge is to define a naming strategy for brand names that fits to the originator and is laid out for the future such that it also fits the products that may later be included.
Brand awareness is a marketing term that describes the degree of consumer recognition of a product by its name. Creating brand awareness is a key step in promoting a new product or reviving an older brand. Ideally, awareness of the brand may include the qualities that distinguish the product from its competition.
The Brand Concept should encompass the important and crucial messages and information that the brand wishes to convey to its stakeholders that include employees, customers, vendors, sponsors, and investors. The messaging statements of the brand comprise of the mission statement, vision statement, and corporate guidelines.
A brand identity is a set of tools or elements used by a company to create a brand image. A brand image is a customers’ perception of the brand consisting of various associations related to it and memories about interacting with it. A brand identity and its elements stem from a company’s mission, brand value proposition, long-term goals, competitive position on the market, and relevance to the values and interests of the target audience. These factors have a foundational nature and, in the branding process, describe what a company wants to communicate.
What comes to your mind when you think of “brand”, “branding” or even “brand identity”? Although these words have the same context, they each serve different roles that together fall into the same category of a company’s service or product. A brand will be successful if it gets the public to share the same visions/feelings that the company has.
As simple as it gets, visual identity is the visual aspect of branding the business and trying to evoke certain feelings in the consumer through visuals. It conveys symbolic meanings that cannot be imparted through words alone. A brand is all the actions a company takes to create awareness and to separate itself from the competition.
Defined as the space a company owns in the mind of a customer and how it differentiates itself from competitors, brand positioning is a marketing strategy that helps business set themselves apart. One of the most important factors of success is how well, and how many, people know your brand. In fact, no company is able to truly thrive in the marketplace without an established brand position.
Your logo design identifies your business in its simplest form using a logo mark, typographic solution, or combination of both. A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away.
Working in Branding