In our previous post, we explored distinct sections represented in Kapferer’s Brand Identity Prism, which identifies human traits applied to brands.
If you read our post on creating a framework and defining brand identity you may find this part a bit redundant. For those of you who need a refresher or are new to this communication model, consider your brand as you follow along below.
Successful brand identities are founded on the personal preferences and interests of customers. The purpose is to have a better understanding of your brand and how it is perceived. By doing so, you can devise and implement effective marketing strategies to streamline growth. As well as removing strategies that are no longer in line with short and long term goals. Everyone in your organization should be familiar with your brand identity model. Having this knowledge enables company departments to work more effectively as a team and this leads to a better product.
Let’s use Svava’s brand identity to see how a brand can be broken down into each section.
Physique - The physical characteristics of Svava can be seen in our brand logo. The hunter represents our brand ambassadors hunting ideas for products they love. Can you tell we hunt ideas on our crowdsourcing platform?
Personality - Here at Idea hunt, we intend to be perceived as a fun, carefree, yet serious brand, connecting people and companies through crowdsourced ideas.
Relationship - What makes Svava successful? Our relationship with those who run hunts can be described as warm, giving, and open. Each hunt has a coach, which essentially is a person who acts as a point-of-contact for the crowdsourcing campaign.
Culture - Our ambassadors hunt and co-create ideas as a community. After all, we are an elite group of open innovators, product makers, inventors, and technology enthusiasts. We interact quite frequently on ideahunt.io and Slack.
Self-image - We believe in open innovation. We present ourselves as respectful community members who share ideas, give feedback, and sometimes earn rewards for our contributions.
If you find our brand identity model appealing you are more than welcome to join our ambassador program. We believe the more the merrier when it comes to crowdsourcing ideas.
According to Jean-Noel Kapferer, any brand can be identified by its characteristics. Consumer awareness and perspective comes from brand identity. Creating a strong and effective brand message that is correctly interpreted by your target market allows for positive user experiences. During this process, your brand recognition will grow to an extent where people can differentiate your brand from competitors.
An established brand identity can be sustainable for several years. However, products and messages may change with the current trends. Brand identities should be built on firm foundations of a shared purpose to ensure sustainability.