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Why should you be bothered about branding?

What is brand, branding or brand identity?

As a design studio brand, branding and brand identity are central to us, that where our passion lies. We feel the pain when these words Brand, Branding and Brand identity gets tossed around, somewhere an angel dies each time these words are misused.

In order to use them to their full potential one must understand them correctly. We will try and demystify the assumptions around them.

“A tribe is a group of people connected to one another, connected to a leader and connected to an idea… people want connection and growth and something new.”
– Seth Godin

What is brand identity?

Brand identity appeals to the senses, you can touch it, see it, watch it move. Brand identity of a company is a set of visual attributes these include various forms of visual communication mainly typography, graphic design, voice & tone, colour and brand associations.

What brand identity is not?

Brand identity is not the logo, it is not the tagline, it is not the style, it is not the colour, it’s not the voice, not the celebrity associations. These elements work together as a unit to create a brand identity that has depth.

Brand identity takes elements and unifies them into one whole system, which communicates and instills confidence in customers as well as owners.

Brand identity increases recognition, amplifies positioning and successfully differentiates from competition.

 

What is branding?

Branding is a discipline which articulates brand’s core values through its identity program consistently throughout its touch points.

Branding is a well defined process used to build and extend a brand’s perception. Successful brands know its importance and invest time and resources as it is company’s future they are investing in.

 

“In this ever-changing society, the most powerful and enduring brands are built from the heart. They are real and sustainable. Their foundations are stronger because they are built with the strength of the human spirit, not an ad campaign. The companies that are lasting are those that are authentic.”
– Howard Schultz

 

Why be bothered to invest?

  • “We live in a branded world”
  • Investing in brand identity is investing in future of your brand.
  • A strong brand identity makes it easier for the brand to articulate.
  • A strong brand identity aides customers in making a choice.
  • A strong brand identity supports the brand image.
  • Brand identity creates an emotional connect with the customers, builds a lasting relation.

For instance you must have heard any one brand of the following brands, they come from luxury fashion brands to perfumes, wines and fine dining.

Fashion and Leather Goods

  • Berluti
  • Céline
  • Dior
  • Donna Karan
  • EDUN
  • Emilio Pucci
  • Fendi
  • Givenchy
  • Kenzo
  • Marc Jacobs
  • Moynat
  • Loewe
  • Loro Piana
  • Louis Vuitton
  • Nicholas Kirkwood
  • Thomas Pink
  • Williams

 

Perfumes and Cosmetics

  • Parfums Christian Dior
  • Guerlain
  • Parfums Givenchy
  • Kenzo Parfums
  • Benefit Cosmetics LLC
  • Fresh Inc.
  • Make Up For Ever
  • Acqua di Parma
  • Perfumes Loewe S.A.
  • Fendi Perfumes
  • Marc Jacobs Beauty
  • NUDE

 

Watches and Jewelry

  • Bulgari
  • Chaumet
  • De Beers Diamond Jewellers
  • FRED
  • Hublot
  • TAG Heuer
  • Zenith

Wines and Spirits

  • 10 Cane
  • Ardbeg
  • Belvedere
  • Château Cheval Blanc
  • Château d’Yquem
  • Cloudy Bay Vineyards
  • Dom Pérignon
  • Domaine Chandon California
  • Hennessy
  • Glenmorangie
  • Krug
  • Mercier
  • Moët & Chandon
  • Ruinart
  • Veuve Clicquot
  • Wenjun[18]

 

Specialist retailing

  • DFS
  • Le Bon Marché
  • Sephora
  • Starboard Cruise Services

*source LVMH.com

 

They all are owned by the mighty LVMH group, they are the largest group in the world catering to luxury segment. They certainly know something about why one should be bothered about branding, that’s one of the reason their profits are upwards of 35+ billion USD.

 

“Good brands reflect the histories of the time and the group of people that made them. They can not be copied. They can not be recycled.”
― Richard Branson

Thanks for reading!

 
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Filed under: Brand, Branding, Design

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Kann collective is a multi disciplinary design studio that drives a brand centric solution for forward thinking and design conscious brands in lifestyle, luxury, creative and art domain.

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