The visual elements of the brand that together identify and distinguish the brand in consumers mind are brand identities. These elements are colors, design, logo, symbol, signatures, name, font style and size, which help us distinguish between two brands. We call these Identities power tools as they are retained for a longer time in consumers mind. The first step in Brand Building exercise is the creation of identities. Let’s begin with first identity – Logo.
Logos: Logo is a fundamental part of a business and the centre point of a brand identity. It is the first thing that customers see the most and by which they recognize the brand. However when it comes to brand styling, a logo is just the start. Logo as a composition contains several elements such as typography, textures, icons, patterns, emblems, symbols. Logo evolution dates back to industrial revolution. From early days of Industrial Revolution to Modern era, logo development has been re-positioned with every passing time. Today, it has developed into a brand equity asset.
Color: Color is an important element of visual brand identity and color mapping provides an effective way of ensuring that a color contributes to differentiation in a visually cluttered marketplace. Many brands associate colors with company values and same are perceived in consumers mind. Colors can be depicted in logo, products or packaging. The particular Tiffany blue or called as Robin’s-egg-blue has made the Tiffany Blue Box® an international icon signifying the excellence of all Tiffany & Co. designs. They have been able to do this by maintaining consistent use of colour across all their communications – boxes, shopping bags, advertising and other promotional materials. It is a trademark color and reference number given represents the birth year of the Tiffany & Co. The color represents creativity, communication, modern & forward thinking, which acts as a stimulator for the brand Tiffany.
Typography: The style or way you write is Typography. It is an identity, which is common irrespective of the languages it is translated and spelled in. The font, style, size and color are usually identical throughout all markets, channels and aids in building brands. A much known example can be taken of Coco-Cola. The cola giant’s typography is recognizable world-wide. The Coca-Cola translated in various languages ensures the same font style and Color scheme. SO whether its Hindi or Russian, the Koka-kona will have the wave and the Gotham font with symbolic red color as the brand identity. The power of brand identities is to secure a position in consumers mind by keeping it simple, clear and distinctive in all markets. Typography in luxury segments has been given due importance to spell opulence. The Indian Jewellery Industry segment is still naïve to develop brand identities. Internationally acclaimed, Harry Winston uses stacked “H & W” that are the first initials of its name in an emerald shape frame (which is an emerald cut diamond), giving importance to typography.
Symbols: Symbols were supposed to be first language of communication. Egyptians encrypted special codes in form of symbols on the mummies. Symbols convey different meanings in different regions, but there are few symbols which are common worldwide. It is important to design symbol in such a way that it does not hurt sentiments of mass and at the same time depicts the core aesthetics of the company. The twin interlocking C’s with one facing right and other left of luxury French Brand Coco Chanel is symbolic and constitutes their logo.
Packaging: Packaging today has become very crucial for most of the Business. Apart from the product as the key strength of any business, it is the package that stays with a customer and gives first impression of the brand. Packaging has to be innovative, compact and offer protection to control damage. It also acts as a salesman. It conveys about both,the product and the Company. Hence,utmost care is taken while packaging. These days, due significance is given on protection of environment; hence eco-friendly packages are being developed by the companies. Jewellery Companies’ packages have also come a long way. Apart from the protective case to the product, the package also includes company product literature on how your product was made, imprint of company logo on the product for easy recognition, certificate of authentication and a digital story to give the whole experience every-time you open the box.
Jingle/Slogans/Taglines: Jingles or slogans have been in use for a long time. These slogans or jingles help the consumers’ to recall the brand in their minds. No one can eat just one – Lays, ting-ting-tining – Britannia, or as I am targeting Luxury Jewellery Segment let me say ‘Hira hai sada ke liye’- Yes, u guessed it right, Its De-Beers. De-beers is the Trendsetter for the jewellery Industry. They are the very first players in Gem and Jewellery segment to promote through advertising and connect to consumers with an emotional appeal. For Indian markets, the above tag line caught instantly and till date it continues to use this in all its TV commercials.
These identities have helped the brands to grow over the period of time and make space in the minds of their target audience. If they are communicated well, they become signature elements and Brand Assets.
