Branding a new company has recently become a necessary goal that every business wishes to accomplish for itself. New companies have a tough act to follow, considering the number of successful branding accomplishments: Apple, Coca Cola, Nike, and Starbucks — just a few of the examples of very successful business that have swept the market. Who doesn’t think of Apple, Coca Cola, or Starbucks, without also visualizing its brand? Apple has surpassed Microsoft, the latter having previously dominated the market for years. The reason is partly due to Apple’s highly successful branding strategy. The Coca Cola Company has also similarly surpassed Pepsi. Which brand is more recognizable? As a matter of fact, Coca Cola’s highly recognizable brand image has allowed it to conquer the U.S. carbonated beverage market, but they also have expanded their outreach to the international market, putting many local business around the world on the skids.
Brand identity is integral to the growth and success of a company. It provides a line of communication with customers, differentiates business from others in the marketplace, shapes company style, and increases business performance (Ellwood, 2002). In my own experience as a graphic designer, I have gained an increased awareness of the importance of brand identity after I emigrated to the United States and began studies for my Master’s in Graphic Design. Graphic design as a course of study does not exist in Saudi Arabia; so consequently, I have realized that designing a brand identity for a company or business is not an easy job.
Talented graphic designers who follows the guidelines that I have been learning in the United States are the key to a successful brand identity for Saudi Arabia. However, th...
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Increasing awareness of a personal and unique identity distinguishes us from the pack. A brand mantra differs from a tagline, explains Guy Kawasaki, as a mantra describes internal business, a standard for a company to abide by. A tagline is for customers and what they can expect to be delivered (Martinuzzi, 2014). John Jantsch, founder of Duct Tape Marketing defines branding "the art of becoming knowable, likable and trustable” (Martinuzzi, 2014). Many specialists on the subject agree that trust building is essential in success. Being honest is one of the top five steps Forbe’s advises when it comes to brand building (Biro, 2013). Some suggestions to follow from, How to Build an Unforgettable Personal Brand (2014) include, making sure customers are provided what is promised, leading with unwavering quality and being consistent in making good on one’s word. The article also warns that the public will assign a default brand if a
Brand Image / Loyalty: Coke and Pepsi have a long history of heavy advertising and this has earned them huge amount of...
The thesis explores the importance of integrating branding as a process to the architectural design features that gives identity to a retail space. The physical space communicates the brand story while creating an authentic experience through environmental graphic design (EGD), specifically Architecture, Graphic Design, and Interior Design. Branding through EGD will affect customer acquisition, user connectivity, brand recognition, and whether the brand gains loyalty.
Coca-Cola. And Apple. Two companies from two very different industries, yet both have such strong brand identities, it has become iconic. A brand identity should be “the heart and soul of a brand.” [2] (Aaker, D. A., 2010, p. 68) But it’s not just a strong brand identity that has made these two brands internationally known. In both cases, it has been a strong combination of brand identity and well-considered packaging, which have put them at the forefront of their respective markets.
The brand identity consists of all the visual elements, which make up a brand, which together identify and distinguish the brand in the consumers mind. Cadbury have been able to create a modern, memorable and eye catching brand identity through the use of their colors and designs. Cadburys design stays more or less the same throughout the world allowing you to recognize it despite possible language barriers.
Brand identity really allows the company to flourish, and stay a strong reputable brand. The brand personality is a mix of young and fresh, while still remembering nostalgic aspects from the brand. The company appeals to emotions. They draw up feelings of nostalgia. The brand has a way of being classic and hip at the same time. They present this personality in their choice of advertisements and product. Everyone can recall what a classic Coke bottle looks like. The glass has a hint of green with sharp curves. It is all branding and brand personality.
In order to ensure the success of a brand the company must put lots of planning and thought into the brands elements. The three brands I have chosen to examine in this branding exercise are Apple, Coca-Cola, and Target because they demonstrate many of the criteria used to evaluate brand success.
Creating an identity for the brand needs to be able to capture consumers’ attention and create an emotional attachment however it needs to be consistent to be successful in the long-term.
The notion of branding as we have come to know it has evolved noticeably over the years as transformations within marketplace have opened up doors for innovative branding approaches and contributions,in addition to this one could arguably say that most of these changes can be attributed to a shift within the mindset of the consumer as the emergence of various segments and target markets has brought about a new set of demands and expectations when it comes to effectively creating and sustaining profitable relationships between a brand and its desired consumer . One cannot deny the fact the proceedings leading up to the present decade have played a role in the visible shift from an industrially driven economy to a one where the consumers are placed in the drivers seat.
In today’s ever competitive global market, marketers are finding themselves having to grapple with an increasingly difficult issue about branding and their brands. Many marketing managers have to deal with questions of what are the most effective and efficient means to building a strong brand and sustaining it. Pick up any marketing textbook and most will define brands as a name, design, terms, symbol, or any combinative feature that identifies and differentiates one seller’s good or service from those of other sellers. (American Marketing Association)
In today’s fast-paced world, branding is almost everything as it makes a brand or company valuable in front of competitors and customers. To keep pace with the modern business era, developing a strong brand identity for a small business is extremely a significant factor.
Branding is about seizing every opportunity to express why people should choose one brand over another. (Designing Brand Identity, Alina Wheeler, 2012)
In its simplest form, corporate identity is a function of design that includes the name of the organization, its logos, the interior of the buildings, and visual identification such as uniforms of the staff, vehicles and signage. For a long period, graphic designers have remained highly influential been hugely influential in two regards, in that they articulated the basic tenets of corporate identity formation and management and succeeded in keeping the subject on the agenda of senior managers. Currently, symbolism, or design, has assumed a greater role and has moved on from merely increasing organizational visibility, to a more serious position of communicating corporate strategy (Ollins, 1978). There were now three main types of visual identity such as Monolithic (single brand visual), Endorsed (parent brand endorsing a sub-brand) and Branded (a plethora
32). Branding means more than establishing the name for a company or for a product line. Branding is a longterm state of mind, that requires the management of the company’s strategy, the coordination of its objectives and resources. The brands are seeking to provide both tangible and intangible benefits to the customers, so that they adhere to the brand’s ideals. The tangent directions between brand and strategy refer to the following: what product attributes must be materialized? What advantages are being created? What are the consumers` benefits? What are the brand’s ideational values? For many companies, the brand is perceived only as an external face of marketing, a colorful name and a nicely designed package. But the brands` advantages are proved by the fact that unbranded products are much cheaper than branded ones. A successful brand must assume the leadership for the product category that it belongs to. Brands must always bring innovation, make a difference, be meaningful. A brand is not just a simple participant on a market, it creates and manages the market through a vision of what the product category should be (Kapferer, 2008, p
Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.”