When most people think about a brand’s identity, they usually think about the name, the logo, and maybe the tagline. But the identity consists of so much more than that: it includes typestyles, colors, symbols, attitude and personality, brand voice and visual style, sounds and other mnemonic devices, characters and other spokespeople, product design, package design, and the list could go on and on. The most powerful brands have a consistent brand voice and visual style from product design and packaging to retail environment and external communication.
Companies such as Procter & Gamble practiced the traditional model of brand management. These companies managed a large portfolio of stand-alone brands (Bold, Bounty, Ivory, NyQuil, Pepto-Bismol, Scope, Folgers, Pringles, etc.) and marketed them separately. While this was highly effective for those companies, it requires substantial marketing resources.
Today, more and more manufacturing companies are discovering the power of using their corporate brand names (General Electric, IBM, 3M, Ford, etc.) to market their products. These companies have discovered that it is highly efficient to leverage the corporate brand name. The name offers quality assurance and familiarity at a minimum and a coherent umbrella promise (example: 3M – innovative solutions) as well, if executed properly.
The Blake Project Can Help: The Brand Positioning Workshop
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education
