Brand Identity

A product is always just a product. Basically it is like a person without a name. A person has eyes, nose, mouth, hands, legs and so on to make him/her a person. A product in a similar way has a lot of attributes.

A man becomes known by his name and the amount of visibility he gets. The same logic applies for a product or a business. The product or business needs an identity and a visualization for people to relate and remember. The memory becomes strong with more visibility and popularity. In essence, a brand identity is one fundamental aspect of any business or brand and a company can have multiple businesses or products or brands as long as it has a clear identity defined for each one of them.

A brand identity is a name and/or image and/or colors and/or fonts associated with a product or business or brand to uniquely identify and differentiate it from other products. This gives a clear edge to product in the minds of the people for a distinct representation. A brand identity creation usually involves the following steps

• Create a unique name for the product
• Create a meaningful logo
• Apply for a trade mark registration. This is an essential step once you identify a unique name for the product.
• Create the necessary designs, flyers and brochures etc., It is very important that the brochures and other docs should be in the language for the target audience
• Create a website representing the product with its full description
• Optimize the website for Search engines in order to raise its visibility among search engines

The above are some of the macro level steps of creating a brand identity. These can be done by outsourcing this job to a consultant. The rates could range from $500 to $5000 depending on the quality and amount of work. If one prefers, these work can be done by themselves by using adobe photoshop or corel draw or Microsoft Publisher, but this needs some amount of technical knowledge and creativity. If one doesn't have enough experience in designing, it is better to spend some bucks on it to get a professional work done.

Just defining a brand and creating all the identity elements doesn't mean the product is going to succeed. This is just a first step of bringing in a brand and this needs to be followed by building a sales team, rigorous promotion activities and great after sales support.