How to Identify Brand Elements and Strengthen Them
In an increasingly competitive market, brands can often become out of alignment with their core values and goals. When a brand is not aligned with its core values, it can be tempted to mimic its competition, or to target a new market segment. A brand must remain true to its original identity, and new marketing efforts can dilute its essence. Identify the key components of your brand and reinforce those that are weak or undefined. This will ensure that your brand stays recognizable.
A brand’s name derives from the word firebrand, which is a burning piece of wood. Old English names for the word brand include brinnan, birnan, and brond. During the medieval period, torches were used to mark items, livestock, and other products. These torches were replaced with branding irons, and the term ‘brand’ was created. During the Victorian period, the term came to be associated with craftsmen’s products and became associated with the craft.
The brand was created in the 19th century to distinguish one item from another. The modern concept of brand is a system of identifying a product. It may take the form of a word, a design, a symbol, or other elements. It can be any unique feature of a product that helps people recognize it from other products. For example, the company that makes the famous Tiffany’s earring, the ‘Blue Box’, and the iconic Tiffany & Co. watch all have a distinct identity and stand out from the crowd.
A brand’s identity depends on the way it is perceived. A good brand creates an expectation that its customers will experience a certain feeling when they buy it. A strong brand is an essential part of a brand’s identity. For example, the pink fiberglass insulation created by Owens-Corning has a distinct color and distinctive uniforms. In addition, the black glove that Sephora cashiers wear is a key Brand Element.
In the case of a brand, consistency is essential. When a brand is inconsistent in its values, attributes, and functional benefits, the customer will change its mind and may even stop buying it. If this happens, the brand’s equity is at stake. In such a case, the target organization might be forced to reposition its existing brands and try to establish a new identity. It’s imperative for the brand to be consistent to stay relevant.
A brand’s identity is important because, in many cases, a product is identical to other products in the market. The brand is a unique identity that distinguishes a product from others in the market. Its identity is important to the customer. It gives it an identity that makes it stand out. Therefore, it is important for a brand to be unique. However, it should not be similar to other brands in order to be considered unique.