Why a Brand Must Define Itself Before the Customer

Why is brand identity the starting point of any marketing strategy?

Brand identity is a fundamental concept in brand management and refers to the set of perceptual and visual characteristics through which a brand defines itself and differentiates itself from other competitors. In the academic literature of branding, identity is the most basic layer on which all subsequent meanings, associations and experiences are built. In other words, before the audience can consider the brand as part of their personal identity, the brand itself must have a clear, coherent and recognizable identity.

What is brand identity?

Brand identity is the answer to the question:

“Who is our brand and how is it perceived?”

This identity includes the following elements:

Logo

Colors

And

visual palette

Fonts

and

graphic structures

Visual style

Tone of voice Slogan

and

core messages Aural,

kinesthetic and sensory elements Customer experience at all touchpoints

These elements not only work together, but also in perfect harmony with a brand personality; a personality that makes the brand recognizable, trustworthy and unique in the minds of the audience.

Why is brand identity a prerequisite for customer identity formation?

In the consumption process, customers buy not only products but also meanings. People use brands to express their lifestyle, ideas, and personal values. But this is only possible when the brand itself is predefined.

If a brand does not have an identity: It cannot represent the identity of any individual.The audience cannot establish an emotional or meaningful relationship with it.Brand positioning is not formed in the customer’s mind.Marketing communications become fragmented and ineffective.Therefore, brand identity is the zero point of all brand-customer relationships.

How does a strong identity work?

When a brand identity is accurate, clear, and consistent:

Messages are conveyed seamlessly across all channels.

Trust and loyalty are increased.

Differentiation is naturally formed.

Brand recall is strengthened in the minds of the audience.

Marketing costs are reduced and the effectiveness of tactics is increased.

A strong identity is the “DNA” of the brand that guides all activities: from packaging to communication campaigns, from the way employees behave to the design of physical spaces.

The Golden Question in Identity Design: If My Brand Were a Person…

To achieve a powerful identity, you must answer this fundamental question:

“If my brand were a person, what characteristics, behaviors, and signs would make it recognizable and unique?”

This question leads to the definition of a brand personality: a set of human traits that introduce the brand as a person with specific behavior, tone, appearance, and values.