The Problem of Undefined Brand Identity
When a brand lacks a clearly defined identity, every attempt at design—from websites to mobile apps—can suffer. This absence often results in outputs that feel disconnected from the brand’s representation. Companies might be controlled by current trends or personal preferences, leading to designs that either conform too closely to industry standards or deviate too far from user expectations. A well-defined brand identity is crucial as it directs the design process and ensures that the final product resonates with the target audience, effectively communicating the brand’s unique value and character.
Just do it.
For instance, consider Nike. Nike’s essence is encapsulated in its iconic slogan, “Just Do It.” This essence resonated profoundly when they launched the Colin Kaepernick campaign with the quote, “Believe in something. Even if it means sacrificing everything.” This campaign inspired viewers to chase their wildest dreams and stand up for their beliefs (do it!), even at significant personal cost. This meant sacrificing his NFL career for Kaepernick, as he has not played since his protest. However, his actions ignited substantial social change, highlighting issues of racism and police violence against people of color and reinforcing Nike’s commitment to courage and social justice. Additionally, the “Just Do It” essence is visible in the Nike by You part of the store, where customers can customize their sneakers, further emphasizing personal empowerment and self-expression.
Introducing the BIG Model: A Deeper Dive into Brand Identity Framework
Our approach to establishing a robust brand identity is structured around the BIG model, which consists of four key components:
Brand Essence: This is the heart of your brand—its soul. The brand essence is an expression that captures the brand’s fundamental nature and distinguishing characteristics. It’s often broken down into one or two words that resonate deeply with the brand’s meaning and purpose, serving as the cornerstone for all strategic branding efforts.
Brand Promise: Moving from the core to the commitment, the brand promise translates the essence into a concrete benefit for the customer. This promise meets the target audience’s needs, differentiating it from competitors by detailing its unique value.
Reason to Believe (RTB): This element provides evidence to support the brand promise. It’s about presenting clear, credible reasons customers should believe in the brand’s promise. This could be through proven results, endorsements, quality certifications, or unique product features that support the brand’s claims.
Brand Personality: A brand’s personality is similar to a person’s. It includes the tone of voice, visual style, and how the brand communicates and behaves across all platforms. This personality should align with the brand’s essence and promise, providing a consistent experience that reinforces the brand’s overall character and values.
Each component of the BIG model works synergistically to create a coherent identity that not only captivates but also retains customer interest and loyalty. This structured approach ensures that every aspect of the brand identity is purposeful and aligned with the company’s strategic goals.
Next Steps for Defining Your Brand Identity
Defining your brand identity doesn’t have to be daunting. Here are some practical steps you can start on your own with minimal effort:
Conduct a Brand Audit: Review your existing brand materials and communications to identify inconsistencies and areas for improvement.
Engage Your Team: Collaborate with your team to gather insights and perspectives on what your brand stands for and how it is perceived.
Research Your Audience: Understand your target audience’s values, behaviors, and preferences through surveys, interviews, or social media listening.
Draft Your Brand Essence and Promise: Use the insights gathered to articulate your brand essence and promise. Keep it simple and focused.
Create a Style Guide: Develop an essential style guide that outlines your brand’s tone of voice, visual elements, and communication guidelines.
Test and Iterate: Gather feedback and apply your new brand identity to key touchpoints. Adjust and refine as needed.
By taking these steps, you’ll lay a solid foundation for a strong and cohesive brand identity that resonates with your audience and drives your business forward.