Everything you need to know about ‘brand identity’

Everything you need to know about 'brand identity'
Michael Nath and Francis Adejuyigbe

There are many products alike in the market, however, what distinguishes one from the other is the name, logo, colours and everything that distinguishes one from the other.

Today we are talking about brand identity, everything that tells one brand apart from the other.

Brand identity includes all the visual elements associated with your brand, from your logo and typography to colours, product packaging design, website design, and even your social media graphics.

These examples illustrate just how powerful your brand identity can be.

A strong brand identity is a coherent one. It provides a consistent, logical, and satisfying customer experience that fulfils the promise of the company’s unique value proposition.

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However, in iBrandTV’s Program, Business 24 program on Tuesday, a brand identity expert Mr. Francis Adejuyigbe, defines brand identity as what distinguishes a product from other services.

He highlighted that Google, Facebook and Twitter which are all in the same industry, information technology, have an identity they carry that differentiate the service they deliver.

He noted that brand identity does not necessary has to do with brand as it is or products and services as it is, it also has to do with humans. In the present word, it is who you are that a lot of people want to purchase.

He quoted Stephen Covey saying that ‘Your product cannot be successful without your product capacity being empowered’

“Before a product is visible at the upfront, there is a back end. In terms of offering products and services to consumers out there, this product capacity cannot be neglected.

When asked if brand identity can be gotten through education, he stated that, “Yes, if you what to do that in the tertiary institution, you would have to study advertising marketing, marketing amongst others.

“There are bodies approved by Advertising Practitioners Council of Nigeria (APCON), NIPAN, amongst others that train you. Some person goes out to learn graphic designing, but when you want to become a certified brand person, you will have to go through APCON, there are courses there, which can last for a year or two, depending on the program you want to come out with.”

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