Design LAB on LinkedIn: The Brand Identity Prism, conceptualized by 𝑱𝒆𝒂𝒏-𝑵𝒐ë𝒍… (2024)

THE BRAND TREE.The brand tree is an essential tool for businesses to understand their brand identity and how it fits into the larger market. It is a visual representation of the brand's core values, personality, and positioning. By using this tool, companies can identify their unique selling proposition and differentiate themselves from competitors.The brand tree consists of several layers. At the top of the tree is the brand essence, which is the fundamental nature of the brand. It defines what the brand stands for and its purpose. The next layer down is the brand promise, which is the commitment that the brand makes to its customers. It is a statement of what customers can expect from the brand.The third layer is the brand personality, which is the set of human characteristics associated with the brand. This layer helps to humanize and give personality to the brand, making it more relatable to customers.The fourth layer is the brand values, which represent the beliefs and principles that the brand upholds. These values guide the brand's actions and decision-making processes.The fifth layer is the brand benefits. These are the functional and emotional benefits that the brand provides to its customers. They are the reasons why customers choose the brand over competitors.It's worth noting that the brand tree is not a static tool. As a company evolves, so does its brand identity, and the brand tree should be updated to reflect these changes. Additionally, businesses should regularly review their brand tree to ensure that it is still relevant and aligned with their current goals and values.In order to create an effective brand tree, businesses should take the time to conduct research and gather insights about their target audience, competitors, and industry trends. This information can help to inform the brand's positioning and messaging, as well as its visual identity.The brand tree is a powerful tool for businesses looking to establish a strong and differentiated brand identity. By understanding their brand essence, promise, personality, values, and benefits, companies can create a compelling and resonant brand that connects with their target audience and drives long-term success. #brand

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The $450 Million Brand Tale: Bondi Sands transitions into its next chapter, having entered a landmark deal with Kao Group. So what's the driving force behind the $450 million business deal? It's not just the product, it's the brand. The recent acquisition of Bondi Sands by Kao Group is a fresh reminder that branding really is the backbone of business success. 🏖️ Bondi Sands, the Australian-made self-tanning and SPF brand, didn't just create products; it created a lifestyle. The "bronzed Aussie at Bondi" wasn't just a concept, but an emotion. This is the essence of branding: going beyond the surface and connecting with consumers on a deep, emotional level. 🌐 The global journey of Bondi Sands teaches us that branding isn't confined to a single location. Founder Shaun Wilson emphasises the importance of immersing oneself in your target markets. Global branding requires an understanding of the nuances and preferences of diverse audiences, to ensure that your brand's message resonates universally. 🧩 Bondi Sands' story underlines the value of being a founder-generalist. It's not just about being passionate; it's about understanding all facets of your business. From brand identity to financial models, a holistic grasp is essential for steering your brand's course effectively. 🙌 Creating a successful brand is also about nurturing your team. Wilson's insight into integrating brand centricity with staff centricity reinforces the idea that a united team, driven by brand values, becomes the powerhouse behind a brand's growth. 💡 Bondi Sands' success reaffirms that branding is an ongoing commitment to values, identity, and emotional connection. The bond between brand and audience evolves to create an enduring legacy that transcends products. As a brand nerd, this monumental acquisition makes me proud. It connects tangible results to brand. It is the perfect case study for brand value — it's the emotional equity, lifestyle association, and community engagement that make it truly priceless.

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A well-developed brand is more than just a label; it provides a roadmap for a company to navigate towards its goals. Clear direction, control over results, and evaluation of effectiveness are key for leveraging the power of a brand and driving growth and success.Firstly, clear direction is crucial. A well-defined brand strategy aligns the company's activities, resources, and communications towards a common goal, reinforcing the brand's positioning and desired perception.Secondly, control over results is essential. By establishing brand guidelines and standards, the company ensures consistency in messaging, visual identity, and customer experiences, which in turn builds trust and allows for better control over the brand's perceived image.Lastly, evaluation of brand effectiveness is vital. Ongoing assessment through key performance indicators, customer feedback, and market analysis helps the company refine its brand strategy, identify areas for improvement, and ensure that it resonates with the target audience and drives desired outcomes.Embracing a strong and consistent brand strategy is critical for a company to thrive, stand out, and achieve long-term growth and success In today's competitive business landscape.

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🌟 Brand Vision vs. Brand Mission: Unveiling the Differences 🌟In the realm of branding, both a brand's vision and mission are critical components that shape its identity and purpose. However, they serve distinct roles in defining a brand's trajectory. Let's unravel the differences between brand vision and brand mission through key points and examples:Brand Vision:🚀 Focus on the Future: A brand vision is a forward-looking statement that outlines where the brand aspires to be in the future. It sets a long-term, aspirational goal.🌍 Big Picture Perspective: It provides a holistic view of what the brand hopes to achieve, often encompassing its impact on the world or industry.🌟 Inspiration and Motivation: A brand vision is meant to inspire and motivate both internal stakeholders (employees) and external stakeholders (customers and partners).🏰 Example - Disney: Disney's brand vision is "To be one of the world's leading producers and providers of entertainment and information." This vision encapsulates Disney's grand ambitions of being a global entertainment powerhouse.Brand Mission:🎯 Current Purpose: A brand mission focuses on the present and defines the brand's purpose, explaining why it exists today. It outlines the actions and values that guide the brand's daily operations.📝 Specific and Actionable: A mission statement is more specific, detailing what the brand does and how it serves its customers or community.👥 Internal Alignment: While it may inspire, the primary audience for a brand mission is internal. It aligns employees and stakeholders with the brand's core purpose.🔍 Example - Google: Google's brand mission is "To organize the world's information and make it universally accessible and useful." This mission explains Google's core function and commitment to making information accessible to all.In summary, a brand's vision is its north star, guiding its long-term aspirations and impact on the world, while a brand's mission is its daily compass, outlining its current purpose and actions. Together, they define a brand's identity and its journey towards a better future. 🚀🌟🎯

There’s a common misconception that many people have that a “brand” is basically just the name of the company and the logo that they use. It is even more than the graphics and aesthetics.While these elements contribute to the overall brand of a business, the term “brand” is actually much more comprehensive than that. It involves many different components, which is why it takes a lot of thought in order to successfully develop your brand. The following are the four main brand components that you will need to address when building your brand and what kinds of strategies you can put into place to further develop those components.1. Brand IdentityYour brand identity is how you want your brand to be perceived. It’s important that you know what your brand identity is and what you want it to be. If you don’t, how is anyone else supposed to know? You’re going to have a tough time generating brand awareness if you lack a strong brand identity.2. Brand ImageYour brand image is similar to your brand identity in that it deals with how your brand is perceived. However, whereas your brand identity is how you want your brand to be perceived, brand image is how your brand is actually perceived. Consider your brand image as the reputation you currently have with the general public. 3. Brand CultureBrand culture refers to your company’s core values and how you set an example for those values. 4. Your brand personality refers to the human characteristics that your company has. Developing a brand personality is vital to connecting with your audience on an emotional level and for making your brand relatable. Once these 4 things are in place then you can be rest assured to have a success brand than takes it’s throne in the market place.If you are having doubts about your branding or need a brand expert to talk about the future of your branding then do well to send a DM or call me on +2348167015400Cheers

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Domain Names and Brand Identity: A Symbiotic RelationshipIn the digital age, domain names play a crucial role in shaping brand identity and online presence. The relationship between domain names and brand identity is symbiotic, with each influencing and reinforcing the other.A domain name is more than just a web address; it is a virtual storefront that reflects a brand's personality, values, and offerings. A well-chosen domain name can evoke trust, credibility, and memorability, enhancing the overall brand perception. For example, a domain name that is concise, relevant, and easy to spell can make it easier for customers to find and remember a brand.Conversely, a strong brand identity can elevate the value and impact of a domain name. When consumers encounter a domain name that aligns with their perception of a brand, it reinforces their trust and confidence in the brand. Consistency in branding across all touchpoints, including domain names, fosters brand recognition and loyalty.Furthermore, domain names have become an integral part of brand strategy, with companies investing in premium domains to secure a competitive advantage. A premium domain not only enhances brand credibility but also improves search engine visibility and click-through rates.In conclusion, domain names and brand identity share a symbiotic relationship that is essential for building a strong online presence. By selecting the right domain name and aligning it with a cohesive brand identity, companies can effectively communicate their value proposition and establish a memorable digital footprint.Get A .com Domain For Only $5.98!https://lnkd.in/eHWkvNtK

Deference between: Brand Foundations, Brand Identity, Brand Culture, Brand Strategy- Brand Foundations, Brand Identity, Brand Culture, and Brand Strategy are essential components of a comprehensive branding framework. Here's a breakdown of the differences between these key elements:1. Brand Foundations:- Brand foundations are the fundamental building blocks upon which a brand is established.- They include the core principles, values, and beliefs that guide the brand's actions and decision-making.- This often involves defining the brand's mission, vision, and purpose.- Brand foundations serve as the brand's philosophical and ethical underpinnings.2. Brand Identity:- Brand identity encompasses the visual and tangible elements that make a brand recognisable and distinctive.- It includes elements like the logo, colour scheme, typography, imagery, and design guidelines.- Brand identity is the "face" of the brand that consumers and stakeholders interact with.- It should reflect the brand's personality, values, and positioning.3. Brand Culture:- Brand culture refers to the internal organisational culture within a company, which shapes and influences how employees behave and interact with each other, customers, and the brand itself.- It encompasses the company's values, beliefs, mission, and the way employees embody these values in their day-to-day work.- A strong brand culture helps ensure that employees are aligned with the brand's vision and deliver a consistent brand experience to customers.4. Brand Strategy:- Brand strategy is the overarching plan that outlines how a brand will achieve its goals, connect with its target audience, and create a unique position in the market.- It includes market research, competitive analysis, target audience definition, and positioning.- Brand strategy also involves decisions about messaging, communication channels, and the brand's long-term growth and development.- It guides how the brand will convey its values, products, and services to its target market.These elements are interrelated and work together to create a strong and successful brand. Brand foundations provide the brand's ethical and philosophical underpinnings, brand identity shapes its visual representation, brand culture influences how employees embody the brand, and brand strategy guides how the brand interacts with its audience and achieves its business objectives. A well-defined and cohesive approach to these elements is essential for building a powerful and consistent brand that resonates with customers and employees alike.#branding #branddevelopement #branddesign #brandguide

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Want to work evidence-based with your brand? You should read up on distinctive brand assets (DBAs)Distinctive brand assets are elements of a brand's identity that are easily recognizable and associated with that brand: logo, character, jingle, sound, tagline, unique packaging shapes, etc. Distinctive brand assets help consumers quickly identify and remember a brand in a cluttered marketplace. This applies to both B2C and B2B (yes, B2B companies can have brand characters).An asset is only distinctive ifit can be measured in customers' memoriesit (mostly) only recalls your brandIf not, it's not a distinctive brand asset.Fun fact: Most brand assets in the world are not DBAs, as they can't be measured in customer memories, or they're too bland to recall only the right brand.What to do about it? Optimize your brand to be easy to remember. To succeed, you have to think about humans and how their brains work.When facing a design choice, as we do all the time when building brands, think about what will be the easiest for the customer to both notice and remember. Don't believe the hype around purpose, 'the big why', brand love, etc. It's bull.Don't look like everyone else. Your brand needs to stand out among many other choices.Build DBAs. Most brands own no DBAs, so building them will have a huge impact.Be consistent over time. Remind people that you exist. Tell the same things over and over again.Bonus point: When developing messaging, consider how customers retell it to someone else. Five benefits in one sentence? Nope. Be human-centric and find out what problems you solve for people. Then, find a creative way to convey that message. It's so much harder to do.

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**Unlocking Potential with LEGO® for Brands**Creating a brand identity is a complex business puzzle, but did you know that the answer could be as simple as child's play? That's right – we're talking about LEGO® for Brands.🧩 **Thinking 'inside the box'**LEGO® isn't just a child's toy – it's a vessel for creativity, strategic thinking, and innovation, attributes that also define successful brand strategies. Think about it: each LEGO® brick represents a different element of your brand – values, mission, vision, or product lines. Assembling these bricks isn't too different from building a robust brand identity. 💡 **Inspiring Innovation**Remember LEGO® Technic sets? These require careful thought, attention to detail, and a knack for engineering. Similarly, brands must meticulously construct their strategies, paying keen attention to markets, competitors, and customer needs. When done right, just like LEGO® Technic, the result is a well-oiled, functional machine.🎨 **Leveraging Creativity**LEGO® nurtures creativity, providing countless ways to assemble bricks. Brands, too, need to assemble their 'bricks' innovatively to stand out. Consider Apple's 'Think Different' campaign or Dove's 'Real Beauty' initiative – they're not just selling products; they're building unique identities, producing a beautiful LEGO® structure that's more than a sum of its parts.🌐 **Building Global Communities**One of the reasons LEGO® is loved worldwide is its universality. Brands can learn from LEGO®'s ability to transcend cultures and languages, connecting people around shared experiences and values, creating global brand communities.In a nutshell, LEGO® for Brands isn't merely about play, it's about realizing that building a brand is a creative, intricate process. It's about assembling your unique 'bricks', fostering innovation, and crafting a brand that resonates universally. So next time you're brainstorming brand strategies, why not take a leaf from LEGO®'s book? You might just build something amazing. 💫

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Brand archetypes: The secret to connecting with customers on a deeper levelIn today's crowded marketplace, it's more important than ever for brands to find a way to stand out. One way to do this is to choose a brand archetype.A brand archetype is a universal human character trait that a brand embodies. It's a way of connecting with customers on a deeper level, by appealing to their shared values and emotions.There are 12 main brand archetypes, each with its own unique set of characteristics. For example, the Hero archetype is associated with courage, strength, and overcoming challenges. The Lover archetype is associated with intimacy, passion, and beauty.Choosing the right brand archetype is an important step in building a strong brand identity. It will help you define your brand's personality, messaging, and visual identity. Here are a few examples of brands that embody different archetypes:The Hero: Nike, Adidas, Under ArmourThe Lover: Victoria's Secret, Chanel, GodivaThe Jester: Old Spice, Doritos, SkittlesThe Caregiver: Johnson & Johnson, Dove, PampersThe Sage: Google, National Geographic, SmithsonianIf you're looking for a way to connect with your customers on a deeper level, consider choosing a brand archetype. It's a simple but powerful way to create a more meaningful and memorable brand experience.At Vapro, we are change makers and result getters, steering your brand towards success. Check out our resources section of the web site Take our Brand Archetype Quiz! Let us know how it went below.https://lnkd.in/dAN_-pSB

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