Identity-based brand management: From the core to a successful brand

Stefano Viani

Management

30 Mar 2017 Digital Marketing Brand

Brand: More than just a logo

A brand is not just the logo or the name of a company. It is the sum of all the individual parts: both self-image and external image. retain customers in the long term, you have to differentiate yourself from the competition. The corporate image as an outer shell serves the purpose of recognition. But brands today are so much more than just a home for products and services, because with the purchase the customer receives a value proposition as an extra on top. This is why brands not only provide information, but also orientation in times of oversupply and disorientation. Many people lack a sense of direction: Who do I want to be? What do I want to represent? Who do I want to differentiate myself from? As brands today are more emotionally driven, they are able to fill this gap. There are two ways to differentiate a brand from the competition:

Webdesign im Sinne des Markenmanagements

But brands today are so much more than just a home for products and services, because with the purchase, the customer receives a value proposition as an extra on top. This is why brands not only provide information, but also orientation in times of oversupply and disorientation. Many people lack a sense of direction: Who do I want to be? What do I want to represent? Who do I want to differentiate myself from? As brands today are more emotionally driven, they are able to fill this gap. There are two ways to differentiate a brand from the competition:

1. the product or service itself - keyword Blue Ocean strategy: With innovative ideas and new concepts, a brand can swim free from the existing competition.

2. symbolic benefit: The brand values match the customer's values. In this way, the brand represents what the individual wishes to be or wants to represent. Owning or consuming the goods and services of a particular brand signifies prestige. The customer's identification with the brand strengthens self-esteem, resulting in strong customer loyalty.

This is how brand identity becomes brand image

The aim of identity-based brand management is to build a strong brand. The required alignment of brand identity (self-image) and brand image (external image) is based on three factors: brand awareness, positioning and the marketing mix or communication and external presentation. Identity means authenticity and represents what you stand for at your core: your deepest convictions and personality. This applies to both people and brands.

What should brands be guided by when defining their own self-image?

  • Strengths: Your own strengths are reflected in the brand promise. Keeping these promises leads to trust and customer loyalty. Lies and exaggerations that cannot be kept are an absolute no-go.
  • Values: Don't pretend, stay true to your guidelines - that's how you convince people. Authenticity is convincing. Brands that present themselves as human and close to their customers have the masses on their side. This is how brand love becomes brand belief. Brand values are the basis and at the same time the start of something big - a vision.
  • Vision: Where does the brand want to go? What are the goals? What should be achieved? Who should be reached? The vision is part of the company's own self-image, as it represents where the brand will develop in the future. It is part of internal and external communication within the company.
  • Origin: A brand should never forget or even deny its roots. A strong brand also includes a history of origin that lends authenticity.

Design follows a strategy

Brands that want to remain competitive in the long term should therefore think about brand values and positioning before designing their image, as these are incorporated into the realisation of the design. With a goal in mind, a strategy can be pursued in all areas: Whether social media, online shop or product design - everything follows a line. True to the motto "form follows function", the external presentation of a brand is no coincidence, but the result and realisation of a strategic brand orientation.

The design of the web shop

As soon as the strategy has been determined, the implementation of the design for the web shop can begin. A well thought-out design is the key factor for high sales and satisfied customers. In our checklist you will find tips on the topic of webshop design.

About the Author

As Executive Director of Blackbit digital Commerce GmbH, Stefano Viani manages all areas of the agency in the offices in Göttingen, Hamburg, Berlin and Kiev. His passion is the development of marketing strategies and their implementation in concrete measures.

In his free time, Stefano is passionate about riding his motorbike or working out in the gym.