7 Elements of Creating a Brand Identity

Running Head: Brand Management 1
Brand Management
7 elements of creating a brand identity

Brand Management 2
Introduction
Brand Identity represents how an organization wants to be apparent in the market. An
organization communicates its identity to the customers by its marketing and branding strategies.
A brand is distinctive because of its identity as it entails brand culture, brand vision, personality,
relationships, positioning, and presentations. Brand identity is a collection of functional and
mental associations with the brand. Brand identity is considered as the total promise that an
organization makes to the customer (Jung and Sung, 2008). It is an attribute linked to a specific
company, service, product or individual. It is a way of superficially expressing a brand to the
world. This essay will elaborate the 7 elements for creating a brand identity for the purpose of
making a better understanding of brand identity.
Elements for creating a brand identity
Memorable
The first element for brand identity is memorable because it is required for the business to focus
on increasing awareness as it is necessary means that consumers know about the subsistence of
the brand and can also remind what category the brand is in. According to Huang and Sarigöllü,
(2014), the lowest level of awareness is increased when the customer has to be reminiscent about
the existence of the brand name, and that it is being a component of a specific category (Lucid
Press, 2016). It is essential for the company to create the brand after analyzing the understanding
and acceptability of the audience so that people can understand the meaning of brand and aware
about the brand existence (Wheeler, 2010). The created symbol of the brand should be easy to
understand for the audience so that they can easily identify about the brand which can be
promoted with the help of advertisement. The script of advertisement should be clear and concise

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so that customer can attract easily (Tripathi, 2014). For instance, Maggie is more focused
towards making a good and innovative script for the customers so that they can attract towards
having Maggie. In the context of recall, Samsung is great example because it was engaged in a
global recall for the Galaxy Note 7, which the company primarily willingly recalled in early
September when a key battery drawback caused a tiny range of the phones to impulsively
explode and sometimes burst into flames, leaking dangerous chemicals which were created the
bad image of the brand in the view of outsiders.
Meaningful
The second and major component of brand identity is meaningful that defines company need to
select good option for the promotion as it is required for the company to attract a number of
potential customers. According to the Keller’s brand equity model, after getting aware of the
brand, customer get eager to know more about the brand. For instance, Google brings facility of
recognizing the voice in every language; this will force the customer to try at once because they
know Google and their performance. The meaning of the brand should be cleared and
meaningful to the customers (Kuhn, Alpert and Pope, 2008). URL is a contraction for Uniform
Resource Locator and it is considered as a resource on internet. It has two components such as
Protocol identifier and the resource name. Easier URL shows the brand is rick enough to buy it.
Easy readability enhances the chances of more visitors. That is why people randomly open
Googl.com just to check in internet is working or not. On the other hand easy URL help people
to visit again and again that increase the brand popularity. Yahoo was good brand to build a
memorable brand and URL (Keller, Parameswaran and Jacob, 2011). Yahoo name was given by
Jerry Yang and David Filo after thumbing by the dictionary for words that began with “ya”, the
universal figured contraction for “yet another.”

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The vision of the company should be cleared at the time of putting efforts into making the good
identity of the brand. It shows that what are vital to the company as the vision of the company
are culmination of the goals and the central mission of the company, on the other hand, the
features of the brand that will permit those objectives to be met most efficiently. For instance,
the vision of the nonprofit organization could be “ending hunger”, and the values could be a
focus on community empowerment, education, and personal motivation. The vision of the
company can be demonstrated and repeated subtly, at the same time as the values should become
apparent through the use of language and the presentation of the ideas. For any kind of personal
brand to develop, it should be visible to a crowd of people. That entails it is required for the
company to become more advanced for the company and the marketing the brand of the
company on the web (Keller, Parameswaran and Jacob, 2011).
Linkable
The human brain is designed to absorb things in various aspects, be it audio, visual, mixed or
anything else, but one thing is for sure that anything which needs to be advertised should have
the ability to get linked with the feelings and thought the process of the targeted market. And
adding some fun in form of humor is a trick that works always. People will recognize brand in a
more efficient manner if it is linked with fun and interesting fact. There is an example of
McDonald because it makes its brand identity by making joker image which is the sign of fun
and interesting thought. KFC is another example in which “The Colonel” is one of the most
recognized brand icons of the World. The logo and symbol has huge importance in making good
brand. It attracts number of the customer towards the restaurant for experiencing the food
quality. A strong symbol or logo is valuable in the entertainment industry of the fervent feelings
that names develop as a consequence of pleasurable past experiences in such context Harry