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for the first time , you can belong anywhere .” BK Proctor ’ s brand slogan is “ Express Yourself .” We have seen how intentional they were with it from their advertorials . Every item from his collection is tied to a specific expression , from collaborations with different kind of individuals such as Veezo View ( Rapper ), T . H . A . B . O ( radiohost ), Sadie ( TV presenter ), Natasha ( MakeUp artist ) and many others . Collections by BK Proctor ’ s brand image portrays how different people ( audiences ) express themselves .

Other examples are Luis Vuitton ’ s LV logo , Apple ’ s eaten apple logo , and Nike ’ s iconic swoosh logo . These are part of the company ’ s brand identity , and it is an important one that has become synonymous with the brand - even when it doesn ’ t include the company ’ s name . That ’ s how powerful brand identity can be when done correctly and consistently .

There are many advantages of investing in building a strong brand identity , but the two major advantageous are :

Pricing

A product with a strong brand identity can charge premium prices . For example , many of Apple ’ s competitors ’ products are technologically equivalent to theirs but their iconic brand is often enough to entice customers to buy from them again and again .

Quality

The truth is that people will pay more for what they believe to be a better or higherquality brand . Local consumers have had disagreements about small local businesses versus established brands . Although the products / services are not significantly different from established brands , they lose almost every time because established brands have a strong identity and are perceived as higher quality in the customer ’ s mind .

The most powerful brand identities are instantly recognisable and convey a message about the company . Large corporations such as Coca Cola , MTN , Orange , Puma and Pepsi spend millions on marketing to promote and develop their brands because they understand how it affects their revenue and market position . Wayfair Senior Brand Manager , Jared Rosen , has noted : “ Finding the right logo to put on coffee cup sleeves or hang above your front door is only one aspect of brand identity . It ’ s all about

“

They say beauty is in the eye of the beholder . People view brands according to their own discernment . Customers ’ opinions of a product or service differ from those of the company that owns the brand . And regardless of how good a product or service may or may not be , consumers ’ perceptions of brands influence their purchasing decisions .

developing a personality that highlights the key elements of your brand ’ s DNA .

Today ’ s most compelling brand identities span digital platforms , in-person interactions , and even naturally converse with real customers . A brand that is attuned in its identity , can achieve any set goal , no matter how far-fetched it seems .

# 5 : Brand Image

Mercedes Benz is associated with class , Ferrari speed , BMW sporty , and so on . These are the images formed in the minds of the consumer when they think of those specific brands .

The impression is generated from interacting with the brand in all channels . Brand messaging , brand awareness , and brand identity all contribute to the overall perception or image of a brand . Customers ’ perceptions of a brand are shaped by their interactions and experiences with it , as well as their assumptions about what the brand might be . If KFC ’ s dunked wings weren ’ t “ Finger-Lickin ’ Good ,” you wouldn ’ t order them . This demonstrates that KFC is more concerned with the feelings they want to elicit from customers than with making money .

Essentially , a brand image refers to how customers feel about a brand and how they perceive it . This also applies to personal brands ; personalities spend time and money on building an image that will attract opportunities . Façade or not , when you drive a certain car , attend specific events , drink select alcohol or speak in a certain way , people will form an image of you and automatically treat you as such . And just like organisations , one needs to maintain one ’ s brand image .

Coca-Cola recognises the value of investing in the development of a brand image , and it has worked hard over the years to create a brand image that has become synonymous with happy events . They focus on the brand ’ s story rather than its products , and that ’ s what gives their brand a strong image .

To build and maintain a brand image , organisations should :

Build credibility : Consumers are more likely to trust brands that are more trustworthy and transparent about their operations . They may be more likely to support a brand above its competitors if they believe it is the most credible alternative .

Be consistent : Consumers will remember your brand and what it stands for if you can consistently deliver on your brand promise while maintaining a strong brand image .

Know your audience : To portray the correct image for your brand , you must first understand your buyer profiles and audiences . You can ’ t create a marketing message tailored to your target if you don ’ t know who they are .

Don ’ t just sell . Tell a story : Emphasise that your business and your customers are real people with real stories to share . It helps to change how others perceive you and allows customers to form bonds with you and your organisation . It doesn ’ t need to be curated , crafted and fancy . A great story is true , authentic and honest . Storytelling is profitable . Storytelling is powerful . Storytelling creates bonds .

Develop a brand identity : Developing a brand identity is the first step in creating a positive brand image . It is often your first chance to persuade new customers . A good brand identity involves a strong brand voice , logo and colours , as well as listening

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