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Visual identity in the formation of brand

In order to ensure that Your brand is successfully perceived and that it follows the principles of marketing, the branding strategy plays an inevitable role. Experts believe that first steps for product branding should include the precise definition of target market by using various methods, brand positioning and product visualization.

The protected mark or name assigned to some product, company, service, or procedure is brand. Brand is perceived as a guarantee of quality or other property and it represents a specific value for buyers. A particular brand can awaken different emotions and memories of customers. It should always represent an added value to customers, and this effect is achieved by marketing activities. Under the term competitiveness, people often envisage the product created in the factories of the company, but competitiveness really is an added value delivered to the customer. The product, in addition to its functional benefits for customers, also has psychological benefits. By adding value to some generic product, we perform differentiation; many famous brands were created this way. Brand serves as a characteristic with which products or services of other producers differ, but it also needs to include mental associations which are intangible elements of the brand.

A brand is no longer what we tell the consumer it is -- it is what consumers tell each other it is.

Scott Cook

The goal of every brand is to create special relationship of customer to the brand. In successful companies, the brand value is the greatest part of total assets. The price is an essential element in perceiving the brand. Brand must be recognizable, and its objective is to increase profit. If there is no brand strategy, product becomes generic what results in profit decline. The importance of the brand is to strengthen customer loyalty and to encourage innovation. Brands are of high emotional value for consumers because they reflect their views, feelings or desire for belonging to certain segment of society. The brand identity should emanate from the mission and vision of the company. Many celebrities take part in brand promotion with the purpose of their features to replicate to brand. The brand identity refers to the experience offered to buyers, like it has some human or animal properties. Brand can be identified by a logo, web address, symbol, slogan and other characteristics. Brand elements must be evident, easy to remember and have a specific meaning. In order for brand to be adopted among clients, it must be fun, interesting, aesthetically pleasing and encourage imagination both visually and verbally.

Design is not just what it looks like and feels like. Design is how it works.

Steve Jobs

Identity elements

The central element of the brand is the name. It needs to be recognizable, simple and easily pronounceable. A great success is if the brand name evokes certain emotions which that brand wants to arouse. Some brands have become more famous because of the logo, rather than name. In order for brand sign to become recognizable, it should specify the brand name, product features or brand identity. Slogans are often used in advertising campaigns. They provide a large space for various developments and experiments. Many slogans remain remembered even after the brand existence. In order to enhance the visual identity of the brand, the product packaging is also important. The use of different colors affects the sense of sight and it has very strong psychological effect on the potential consumers. Successful brands combine visual design, product aesthetics and brand marketing and contribute to the greater awareness of the brand.


Visual identity

Visual design and brand aesthetics are crucial for creating multichannel environment. Brand needs to be consistent in the message which it wants to convey to consumers and in the overall visual identity. In order to establish a sustainable platform for brand marketing, the key marketing metrics which would monitor the realization of determined marketing objectives should be defined. This accomplishes the synergy effect of marketing activities. Powerful brands, except knowing the target market, pay even more attention to the knowledge and understanding of consumer behavior through various channels. Brands try to closely understand consumer behavior and create the consumer experience with the brand. The key factor for brand development is customer loyalty. Famous brands use a variety of programs and campaigns to associate consumers' emotions with the brand. This type of connection is possible to be achieved in virtual space.

Powerful brands time message sending in key moments when consumers are in contact with the brand. Virtual space provides many opportunities for gathering relevant data on consumer behavior. The collection of data about consumer behavior gives an opportunity for powerful brands to target and time key moment to send individualized and optimized message regarding the client and the public. Virtual space allows big brands to bridge the gap between brand and consumer. Brand is associated with the target market through strong communication strategy. Communication strategy needs to be consistent with consumer behavior in real and virtual space. There is a growing importance of verbal marketing which transfers data about innovations and brand quality.