Brand Identity: Material, Psychological Reality, and Image
Brand Identity: Material and Psychological Reality
There are two factors to consider:
- Material Reality: Brand identity (logo, name, graphics, etc.). Through this, the sender identifies the make and difference.
- Psychological Reality: A reception, following a receptor process. It’s the perception and decoding by which consumers identify and differentiate products. Consumers are often wary of unfamiliar brands.
Features of a Brand
A brand is characterized by:
- Visibility: An unknown brand has no value.
- Reference Value: It identifies the product, allowing comparison.
- Brand Quality: Directly related to product quality.
- Signature: A symbol of guarantee and reliability.
- A Second Forward: Requires the manufacturer to constantly improve.
- Must Be Alive: Born, develops, becomes sick, and dies.
Process of Creating a Brand Name
Techniques to convert a brand name include:
- Analogy: Based on the idea of similarity, direct similarity search through the product. Questions regarding the product.
- Strangeness: Using a unique phonetics of the name.
- Evocation: Searching for a name that suggests emotional or psychological situations.
- Amplification: Valuing companies or brand names or products by a certain gigantism.
- Reliability: Precise products that feature, such as pharmaceutical or dietary products.
- Matrix Listing: Color, appearance.
- Brainstorming: A group of ideas and people emit tabulated ideas.
Brand Image and Corporate Culture
Brand image is intangible; it serves for a company to communicate its corporate culture. Without it, no corporation will be recognized. The brand image is the result of how it is perceived, a mental representation of the attributes and benefits it holds. The image is a set of perceptions, associations, memories, and prejudices that the public processes to make a mental image of the product.
The image must be configured according to the signs referred to values:
- Values of Products: Differentiation, authenticity, and credibility.
- Referrals for Consumers: Complacency, and self-expression.
- Securities Relating to Communication: Visibility accuracy and persuasion.
Mental Structure of a Brand Image
Consider the following aspects:
- Ambivalence: The contents of the image are the same for everyone.
- Consistency: Attitudes and representations that form a coherent whole.
- Conscious and Unconscious State: Appears on opinions or causes gross feeling of rejection that is convenient to reverse the situation analysis.
Corporate Identity
Corporate identity is what is used to separate from the competition. It is based on the reality of the company itself, responding to the question of who we are. It differentiates the company from the rest of the competition. The identity is expressed through verbal, graphic, cultural, and subcultural elements.
Elements of Corporate Identity
- Name or Verbal Identity: Starts with a proper name.
- Logo: A designed word.
- Graphic Symbols: Iconic brand signs.
- Chromatic Identity: Color of the mark.
- Cultural Identity: Cultural signs defined behavioral own way globally.
- Identity Scenarios: Enterprise architecture.
- Objective Indicators of Identity: Data reported in an inventory.
Corporate identity is used for processing the concept of corporate culture.