Digital Commerce Blog.

Category: Processes

Identity-Based Brand Management: From the Inner Core to a Successful Brand

Brand: More Than Just a Logo

A brand is not only the logo or the name of a company. It is the sum of all the individual parts: both the image of oneself and of others. In order o retain customers in the long term , you have to differentiate yourself from the competition. The appearance as an outer shell serves the purpose of recognition. But brands today are so much more than just the home for products and services, because with the purchase the customer receives a promise of values as an extra on top. That is why brands not only provide information, but also give orientation in times of oversupply and disorientation. Many people lack the support: Who do I want to be? What do I want to represent? Who do I want to distinguish myself from? As brands are managed more emotionally today, it is possible to fill this gap. There are two ways to differentiate a brand from the competition:

Webdesign_Markenmanagement.jpg

But brands today are so much more than just the home for products and services, because with the purchase the customer receives a value promise as an extra on top. That is why brands not only provide information, but also give orientation in times of oversupply and disorientation. Many people lack the support: Who do I want to be? What do I want to represent? Who do I want to distinguish myself from? As brands are managed more emotionally today, it is possible to fill this gap. There are two ways to differentiate a brand from the competition: 

1. The product or service itself - keyword Blue Ocean Strategie: With innovative ideas and new concepts a brand can free itself from existing competition.

2. Symbolic benefit: The brand values correspond to the value concepts of the customers. Thus the brand represents what the individual wishes to be or to represent. Possession or consumption of the goods and services of a certain brand means prestige. The customer's identification with the brand strengthens self-esteem, which in turn creates strong customer loyalty.

 

How Brand Identity Becomes Brand Image

The goal of identity-based brand management is to build a strong brand. The required match between brand identity (self-image) and brand image (external image) is based on three factors: awareness, positioning and the marketing mix or communication and external presentation. Identity means authenticity and represents what you stand for at heart: the deepest convictions and personality. This applies to people as well as brands.

What Should Brands Be Guided by When Defining Their Own Self-Image?

  • Strengths: Our own strengths are reflected in the brand promise. Keeping this promise leads to trust and customer loyalty. Lies and exaggerations that cannot be kept are an absolute no-go.
  • Values: Do not pretend, stay true to your guidelines - this is how you convince people. Authenticity convinces. Brands that are customer-oriented and humane have the masses on their side. This is how brand love becomes brand belief. Brand values are the basis and simultaneously the start of something big - a vision.
  • Vision: Where does the brand want to go? What are the goals? What is to be achieved? Who is to be achieved? The vision is part of the own self-image, as it shows where the brand will develop in the future. It is part of the internal and external communication within the company.
  • Origin: A brand should never forget or even deny its roots. A strong brand also includes a history of origin, which gives authenticity.

Design Follows a Strategy

Brands that want to survive in competition in the long term should therefore think about brand values and positioning before designing their appearance, as these are incorporated into the implementation of the design. With one goal in mind, a strategy can be pursued in all areas: Whether social media, online shop or product design - everything follows one line. True to the motto "form follows function", the external presentation of a brand is no coincidence, but the result and execution of a strategic brand alignment.

The Design of the Webshop

As soon as the strategy has been determined, the implementation of the design for the web shop can begin. A well thought-out design is the key factor here for high sales and satisfied customers. In our checklist you will find tips on all aspects of webshop design.

 

Written by Stefano Viani on Mar 30, 2017 3:49:00 PM

 

Kommentare