KENDROS DESIGN GROUP

THE INFLUENCE OF YOUR BRAND

BRAND IDENTITY

"A product can be quickly outdated, but a successful brand is timeless"

                                                                                                        

- Stephen King

Brand Identity; Begin With The End In Mind

Brand identity is the visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in consumers' minds.

Brand identity is distinct from brand image. The former corresponds to the intent behind the branding

and the way a business does the following—all to cultivate a certain image in consumers' minds:

-Choosing the Name
-Logo Design
-Colors, shapes, and other visual elements in its products and promotions
-Crafts the language in its advertisements
-Trains employees to interact with customers

Brand Identity is the exact result of these efforts.

The Brand Image is what your customer's perceive and identity and image must match for consistent success.

KEY POINTS

Brand identity is the visible elements of a brand, such as color, design, and logo that identify and distinguish the brand in consumers' minds.


Building a positive brand image can bring in consistent sales and make product roll-outs more successful.


Building a positive, cohesive brand image requires analyzing the company and its market, and determining the company's goals, customers, and message.

BRAND PROMISE

Brand Promise: The Power of Making Good on Your Word

A brand promise is a value or experience a company's customers can expect to receive every single time they interact with that company.


The more a company/business can deliver on that promise, the stronger the brand value in the mind of customers and employees.

A good promise is the visceral link between your brand strategy and your customers.
It’s great to have a brand strategy defined by artfully crafted messaging, but until you make a profound commitment to your customers, you haven’t made that final, most vital connection.


This commitment is expressed in many forms: tag-lines, messaging, advertisements, social media, and beyond. 

It can be explicitly stated or subtly implied. 


An explicit brand promise is more immediate than an implicit one, but it’s important to keep in mind: the more explicit your promise, the higher the expectations that you will deliver on it.

KEY POINTS

Brand promises set expectations for the business-to-consumer relationship.

The promise should inbue every aspect of a business and be authentic, unique, and consistent.

Brand promises can be tangible and overt in the sense that they are explicitly stated.

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