Planning and Brand Identity

Once the requirements are defined, it is important to plan and define the Brand Identity, which must be based on three pillars: Values, Personality and Brand Positioning. It is through Brand Identity that the tangible and intangible characteristics of the brand (unique and exclusive) are transmitted, as well as its benefits to the consumer. In essence, Brand Identity is how the company wants customers to understand and recognize the brand and is one of the distinguishing elements of it. Given its importance and significance, Brand Identity must be created through a prior planning with the intention of representing the company in an authentic way and defining it as a whole, covering the actors involved in the process (employees, Customers, brand ambassadors, prescribers, etc.) and touchpoints.

Jean-Noel Kapferer created a model, the "Brand Identity Prism", which allows identifying the most relevant aspects of the Brand, being:

  • Physical aspect: all the objective characteristics that highlight the brand, such as the logo, products, packaging
  • Personality: the tone (written or oral) with which you communicate with your clients at the contact points
  • Culture: represents the value system and basic principles of brand behavior
  • Relationship: reflects the type of relationship that the brand arouses among its publics
  • Reflection: although it may have several audiences, it is the kind persona that buys branded products
  • Self-image: establishes a closer contact with the target through the humanization of the brand and what it represents for the same

In this way, Brand Identity clearly presents the brand's goals, personality, emotions, identity and positioning.