A brand refers to a name, symbol, design, or another feature that identifies your business uniquely. A brand is all about perception and it stems from who you are, who you want to be, and who people perceive you to be.
Branding is the process of translating the intangible brand into a tangible brand identity. A logo is a great starting point, but there is much more to your brand identity. Your brand identity encompasses:
Visual Identity: Your logo, colors, typography, images, and graphics.
Voice Identity : Tone of voice, taglines, key messages, and how you express the identity of your brand.
Physical Identity: Product packaging, office location, work space design, employee’s uniform and physical attire.
Attitude Identity: Company values, vision, and personality.
Once you have a brand identity, you can develop brand recognition. Consistency is the key to success. It is essential that your brand is consistent across traditional and digital marketing channels. Brand recognition is a prerequisite to creating brand awareness and eventually building brand loyalty.
For example, the Nike Swoosh is one of the most recognizable and valuable logos in the world. The logo was designed to convey motion and over time began to symbolize speed, athleticism, and agility. Nike’s visual identity is reinforced by their compelling tagline “Just Do It” and their sponsors. Nike is a great example of a strong brand with an integrated marketing strategy across channels.