Brand identity
DefinitionBrand Strategy
Brand identity
The full designed system by which a brand presents itself - name, visual identity, tone of voice, sonic assets and behaviour - as distinct from brand image, which is what people actually perceive. Identity is what you send; image is what arrives.
Evidence from the library
Having a sonic identity is just one asset; a sonic strategy is what threads brand personality through every audio touchpoint in the business.PrincipleDifferent researchers use different names - distinctive brand assets, fluent devices, brand codes - for what may be the same long-standing identity principles.WarningBrand experience is the moment a brand's promise comes true - in every interaction, from a phone call to an unboxingPrincipleDistinctive brand assets are Clear, Consistent and CommunicativePrincipleBuilding a sonic identity takes three steps: define the brand personality first, test the sonic logo with consumers who have no brand association, then expand it into a full sonic DNA.Principle
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Source
Marketing Definitions
David Aaker, Building Strong Brands (1996); Kapferer's identity prism
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DefinitionMarket penetrationDefinitionMental availabilityDefinitionPhysical availabilityDefinitionBrand salienceDefinitionCategory entry points (CEPs)DefinitionDistinctive brand assetsDefinitionBrand equityDefinitionBrand positioningDefinitionBrand architectureDefinitionBrand awarenessDefinitionMarket shareDefinitionFuture demand