Brand identity

What

is

BRAND

IDENTITY, what are the rules and how to use it

Corporate identity is essential to establish itself on the market and be recognizable and competitive. But above all to create a niche in the mind of the

customer by communicating a unique and positive identity. customers.

The first and most important factor is the name because it is what the customer remembers first and must be associated with a series of sub-elements. the brand name is fundamental and must be chosen on the basis of three characters: individual names
or product family names distinctive generic brand of multiple
brands An example
of this
third solution is given by a large Italian industry specialized in the confectionery sector, Ferrero with its FERRERO ROCHER, NUTELLA and the whole line of Kinder snacks (KINDER PAN E CIOC, KINDER BRIOSS, KINDER BREAKFAST PIU ’, etc.). The name of the company, associated with that of the product, represents a guarantee of its quality.

The advertising slogan is a phrase, usually short, that follows the campaign and opens the doors to the communication of services or products of a brand. The goal is the result of creative writing: to summarize the values and advantages in a single string, in order to simplify the objectives. What is the name of the creator of advertising texts and slogans? It is the copywriter together with the art director who deals with visual advertising.

It can be represented by a symbol, a brand or the name of the company itself in graphic representation. This tool — which is part of the identity elements of the brand — is characterized by a specific lettering, that

is a character that makes it recognizable (eg Coca-Cola). According to a study conducted by Singh [6], up to 90 % of impulse buying decisions depend on the color range used by the brand. Although colors are often linked to personal experiences, there are generic messages that can be identified in the perception of colors. In fact, some shades are linked to specific traits of the brand à personality: you
need to be able to understand which color best reflects your brand in order to undertake a winning strategy.

Constitutive elements of the brand identity are the vision and
the mission. The company Vision: defines a few but important objectives around which companies organize their resources and helps to inspire staff in their pursuit and incorporates the values of the company (or entrepreneur), expresses the purpose, what they want be in
the future. The corporate mission, like the vision, must be a source of inspiration, but, unlike the vision, it must have a strong operational connotation. It is the plan that directs management and employees in their daily work and, unlike the vision that survives over time, is subject to periodic changes.

Attributes are defined as those specific characteristics of a product, its material or intangible aspects that are associated with a particular brand. Specifically, they are directly perceptible characteristics that represent the direct source of utility that that product has for the consumer. Attributes can be of two types: material, i.e. those attributes directly perceivable by the consumer through the five senses, and intangible, i.e. the product characteristics that can only be assessed in a

subjective way. An example of a very common intangible attribute is quality, an element that is difficult to assess directly: in this case it is essential that communication performs its task of communicating the brand, its attributes and related benefits (i.e. the consequences it brings to the consumer) in the best possible way. In some cases this can happen through the reason to believe, that is the “m reasons ” thanks to which the
brand is recognized effective benefits perceived by the customer.

Packaging is a critical success factor in marketing: it allows you to increase sales by leveraging the emotionality of visual design in consumer
packaging. First of all, it allows you to differentiate a brand
from the competition The colors used in the packaging also play a key role in purchasing decisions. Suffice it to say that the brain reacts to colors in different ways, and
each of them transmits an emotion.Moreover, product packaging can prove to be a marketing tool that transmits important information, such as the name of the brand so that it is recognizable. and information on ingredients and product warnings.

Communication design is the original element from which all other communicative forms originate. Designing communication means creating the basis for the definition of the visual project, in a broad sense, and that of the brand, in a specific sense.Visual design
is a branch of industrial design and its purpose is to design, define and optimize graphic and multimedia products. In other words,

the purpose of the visual designer is to communicate and convey in the most appropriate and effective way possible, a message through the use of images and graphics ..