Brand Identity, Brand Awareness and Exposure… these buzz words seem to be losing their power. Why is that? Are we losing sight of their value?
Stick with me through this; it will make sense in the end.
It all starts with exposure, correct? You can’t build awareness without it. But one part about exposure that is sometimes over looked is how a brand and its products are represented through the exposure, which determines the value of the exposure. Will the viewer or reader leave the experience with a clear definition of what makes the brand/product they just interacted with better than its competitors?
Now I’m speaking to all the marketers and advertisers out there. You know why your products are the best, but does your marketing campaign convey that? The answer either way speaks to the value of brand awareness and the quality of the exposure.
Brand Identity, this is always building and is achieved by a creative mind that designs the right logos, writes the stick with you tag lines. But it also is built through trust and/or experience. Once a consumer has a memorable experience with a brand and it’s products the consumer will always associate the slick logo and slogan with that experience. Good or bad.
Here’s where it all circles back. Sometimes that consumer’s first experience isn’t even in person. Many times it takes place while reading a magazine or watching a TV host reference and use a product in a show. Maybe it’s from a TV commercial or on through social media.
See it all starts with the exposure that’s where these Brand lifelines are engrained with us all.
Still not sold on importance of Brand Identity or that you are effected by these marketing theories? Take a look at this just for fun project from graphic designer Paula Rúpolo The Brand Colour Swap.
Freaky huh? The Ferrari one is just flat out wrong!