Your brand identity should be as unique as your company. Brand identity can be described as your brand’s personality, communicating your brand’s value and focus. It should encourage your target market to engage with the brand and begin a dialogue.
The essence of brand understanding is consumer needs and desires. Messages given by using brand identity elements as a result of positioning the brand help consumers not to have difficulty and waste time while making similar brand preferences. In order to realize the main purpose of brand communication, it is necessary to make the brand message positioning correctly and to manage the branding process correctly. While giving information about a product, the brand should have the quality to add value by distinguishing it from its competitors.
“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.”
According to the definition of the American Marketing Association: ‘Brand; a name, term, sign, symbol or other indication that distinguishes one seller’s product from another’. According to this definition, a brand aims to differentiate a product from competing brands through indicators. However, it is not a correct approach to define the concept of a brand as a ‘name, sign, symbol’. A brand is a concept that brings the producer and the consumer together at one point, aims to understand the consumer and to be in line with the needs, and establishes an emotional bond with the consumer. In addition to their personal benefits, consumers today establish emotional bonds with brands and see brands as a part of themselves.