{"id":4426,"date":"2022-07-05T07:01:44","date_gmt":"2022-07-05T07:01:44","guid":{"rendered":"https:\/\/codewaveinsdev.wpengine.com\/?p=4426"},"modified":"2023-07-03T07:17:06","modified_gmt":"2023-07-03T07:17:06","slug":"brand-awareness-identity-image-personality","status":"publish","type":"post","link":"https:\/\/codewave.com\/insights\/brand-awareness-identity-image-personality\/","title":{"rendered":"4 core elements of emotive brands"},"content":{"rendered":"\n<p>Name a unicorn startup or a fortune 500 company with poor&nbsp;<strong>branding<\/strong>.&nbsp;<\/p>\n\n\n\n<p>None.&nbsp;<em>Right?<\/em><\/p>\n\n\n\n<p>Yet, I don\u2019t know&nbsp;<strong>why so many entrepreneurs overlook branding<\/strong>?<\/p>\n\n\n\n<p>Your org is your brain child. Maybe, you thought of starting up because you were not getting enough kick, maybe you couldn\u2019t resist yourself from solving a denting problem, or maybe you ventured into entrepreneurship to create an impact \u2013 that lasts.<\/p>\n\n\n\n<p>And all that is great, but-&nbsp;<\/p>\n\n\n\n<ul>\n<li>What if your customers don\u2019t know your cause, your story?&nbsp;<\/li>\n\n\n\n<li>What if your story falls on deaf ears?&nbsp;<\/li>\n\n\n\n<li>How do you even strike that heart-to-heart connection with them?<\/li>\n\n\n\n<li>How do you build loyalty for your products and services?<\/li>\n<\/ul>\n\n\n\n<p>Yes, branding answers them all. Because branding is not just about sending the message out, it\u2019s about how the story is delivered, how it is perceived, and how it is felt.<br><br>Or let\u2019s say,&nbsp;<em>winning the branding game<\/em>&nbsp;is all about \u2013&nbsp;<strong>winning customers, winning markets<\/strong>.<\/p>\n\n\n\n<p><strong>Read this insight<\/strong>&nbsp;to understand&nbsp;how branding works&nbsp;at the core. And towards the end, find out&nbsp;how codewave may help you roll-out stellar digital products&nbsp;into the market, coz without that no branding can help you tap the full potential of your org &amp; brand.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 id=\"how-do-we-tend-to-look-at-branding-a-glimpse-into-why-branding-fails-for-many\" class=\"wp-block-heading\"><strong>How do we tend to look at branding? \u2013 a glimpse into why branding fails for many!<\/strong><\/h2>\n\n\n\n<p>Key decision makers of most of the startups don\u2019t get branding right. For them branding is-<\/p>\n\n\n\n<ul>\n<li>The process whereby an organization establishes a public image to distinguish itself from competitors.&nbsp;<\/li>\n\n\n\n<li>A phrase, design, or idea that is easily recognizable by the masses.&nbsp;<\/li>\n\n\n\n<li>Your company\u2019s story.<\/li>\n\n\n\n<li>How do your employees engage in their daily work lives?.<\/li>\n\n\n\n<li>Engaging people without making things too complicated.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p><em>Many even think branding is required only after your startup reaches a certain level of growth\/success.<\/em><\/p>\n\n\n\n<p>While there is no short-right answer to this, companies fail at branding because they see it as an activity in isolation.&nbsp;<\/p>\n\n\n\n<p>Yes, branding is about-<\/p>\n\n\n\n<ul>\n<li>Creating an appealing investor deck&nbsp;<\/li>\n\n\n\n<li>A no\u2013nonsense product\/service<\/li>\n\n\n\n<li>A razor-sharp brand proposition, messaging, voice<\/li>\n\n\n\n<li>Distinctive visual and linguistic identity like logo, brand color palette, font style, and more<\/li>\n\n\n\n<li>Captivating stories<\/li>\n<\/ul>\n\n\n\n<p>But it\u2019s not limited to these, it\u2019s more.&nbsp;<\/p>\n\n\n\n<p>It\u2019s about-&nbsp;<\/p>\n\n\n\n<ul>\n<li>Deeply connecting with your audience&nbsp;<\/li>\n\n\n\n<li>Being genuine, being authentic &amp; real, communicating with them<\/li>\n\n\n\n<li>Reflecting shared passion &amp; elevating self worth<\/li>\n\n\n\n<li>Inspiring with purpose &amp; shared values<\/li>\n\n\n\n<li>Reminding us of human greatness, our ability to love &amp; care.<\/li>\n\n\n\n<li>Continuously reinventing the new you, while not losing the good old you!<\/li>\n<\/ul>\n\n\n\n<p>Allow me to spill<em>&nbsp;the secrets of how a powerful brand is made-<\/em><\/p>\n\n\n\n<p>You pick any powerful brand, and you\u2019ll find they have&nbsp;the 4 foundations laid right:<\/p>\n\n\n\n<ol>\n<li>Brand Awareness<\/li>\n\n\n\n<li>Brand Identity<\/li>\n\n\n\n<li>Brand Image<\/li>\n\n\n\n<li>Brand Personality<\/li>\n<\/ol>\n\n\n\n<h2 id=\"brand-awareness\" class=\"wp-block-heading\"><strong>Brand Awareness<\/strong><\/h2>\n\n\n\n<p>\u2018Experience\u2019 comes before loyalty. And prospects will experience your product\/service only if they are aware of its existence. Sounds like marketing? Yup it is. Marketing done right, is part of branding. Or better to say, brand awareness could\/should be an outcome of your marketing campaigns.<\/p>\n\n\n\n<p><em>The extent to which a brand is recognized by potential customers and is successfully associated with a certain product or product vertical(s) is known as brand awareness.<\/em><\/p>\n\n\n\n<h3 id=\"why-is-brand-awareness-important\" class=\"wp-block-heading\"><strong>Why Is Brand Awareness Important?<\/strong><\/h3>\n\n\n\n<p>What comes to your mind when you hear the names like Coca Cola, Apple, WeWork, or AirBnb? You can&nbsp;<strong>recognise<\/strong>&nbsp;these brands, and you can&nbsp;<strong>recall<\/strong>&nbsp;the products or industry verticals where they are active. We can infer that these organizations have high brand awareness &amp; recall. And so, maybe when we are looking for a coworking space, at times we directly google WeWork. That\u2019s the perk of high brand awareness and branding in general \u2013 it helps you skip the rat race.<\/p>\n\n\n\n<h3 id=\"strategies-for-driving-brand-awareness\" class=\"wp-block-heading\"><strong>Strategies for driving brand awareness<\/strong><\/h3>\n\n\n\n<ul>\n<li>Values-based, emotional, aspirational, purpose led brand narrative<\/li>\n\n\n\n<li>Clear, consistent conversations across all channels<\/li>\n\n\n\n<li>Omnichannel presence, reach, visibility &amp; engagement \u2013 integrating traditional advertising &amp; the new age digital marketing (including virtual worlds &amp; metaverses)<\/li>\n\n\n\n<li>Partnerships &amp; collaborations with brands advancing\/standing up for similar causes<\/li>\n\n\n\n<li>Consistent, social media engagement<\/li>\n\n\n\n<li>Offline &amp; online community building<\/li>\n\n\n\n<li>Consistently high customer ambassadorship<\/li>\n\n\n\n<li>Consistently high employee referrals &amp; ambassadorship<\/li>\n\n\n\n<li>Retargeting &amp; Remarketing&nbsp;<\/li>\n\n\n\n<li>Targeted campaigns, seasonal campaigns<\/li>\n<\/ul>\n\n\n\n<h2 id=\"brand-identity\" class=\"wp-block-heading\"><strong>BRAND IDENTITY<\/strong><\/h2>\n\n\n\n<p><em>Brand identity refers to the name, color, logo, copy, typography, design, and other visual elements of a brand.<\/em><\/p>\n\n\n\n<p>While awareness is about making target groups cognizant of your presence, Identity is about forging a personal connection with them with tangible branding elements. Name, form, personality\/voice, and \u2018perception\u2019 are the main pillars of establishing a strong brand identity.<\/p>\n\n\n\n<p><em>Kapferer\u2019s brand identity prism<\/em>&nbsp;is a good framework to discover\/design your brand identity by focusing on one facet at a time.<\/p>\n\n\n\n<h3 id=\"kapferer-brand-identity-prism\" class=\"wp-block-heading\"><strong>Kapferer Brand Identity Prism<\/strong><\/h3>\n\n\n\n<p>Jean-Noel Kapferer categorized the brand identity elements into 6 facets, and organized them into a prism to reflect the inter-relationship between each of these elements.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/res.cloudinary.com\/codewavetechnologies\/image\/upload\/v1657024177\/branding%20core%20elements\/Kapferer_s_brand_identity_prism.png\" alt=\"\"\/><figcaption class=\"wp-element-caption\">Kapferer\u2019s brand identity prism<\/figcaption><\/figure>\n\n\n\n<p>At codewave, we have our own framework for molding a brand identity and for winning consumer passion. Here\u2019s a glimpse, the image is self-explanatory but we shall explain in more detail in upcoming blogs. Do follow Codewave on LinkedIn to not miss the insight.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/res.cloudinary.com\/codewave-technologies\/image\/upload\/v1655101923\/codewave-website\/uploads\/services-landing\/Brand_identity_-_removed_border_2022.png\" alt=\"\"\/><figcaption class=\"wp-element-caption\">Brand identity meets consumer passion<br><\/figcaption><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h2 id=\"brand-image\" class=\"wp-block-heading\"><strong>Brand Image<\/strong><\/h2>\n\n\n\n<p>Brand image is intangible. It\u2019s how people perceive you. It\u2019s the image of your brand in the audience\u2019s head. While brand identity is something that you (brand owners) can create\/forge, brand image is something that you can only influence, but not create. The interactions customers\/prospects\/people have with your brand shape your brand\u2019s image. These include social media engagement, banner ads, TV commercials, interviews, sponsorships, product packaging, product\/services quality &amp; outcomes, design, copy, promises, initiatives, and communication in general.<\/p>\n\n\n\n<h2 id=\"brand-personality\" class=\"wp-block-heading\"><strong>Brand Personality<\/strong><\/h2>\n\n\n\n<p>There are brands which kinda enjoy a loyal customer base. Then there are some brands for who the customers fight for. Remember the support that came pouring in when Apple denied unlocking a criminal\u2019s phone? Guess what is behind such extreme loyalty? Brand personality and personal relations with the brand. Yes.<\/p>\n\n\n\n<p><strong>Brand personality is personifying your brand, making it more human. Imagining \u2013 if your brand was a person, how would they speak, listen, respond?<\/strong><\/p>\n\n\n\n<p>To create a brand personality that strikes a chord with your audience, you first need to understand your target group in and out. This includes decodes their personality, their preferences, likes, dislikes, aspirations, capabilities, limitations, and everything.<\/p>\n\n\n\n<h2 id=\"the-next-big-brand-is-human-authentic-honest-and-vulnerable\" class=\"wp-block-heading\">The next big brand is human, authentic, honest, and vulnerable.<\/h2>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/res.cloudinary.com\/codewave-technologies\/image\/upload\/v1655101948\/codewave-website\/uploads\/services-landing\/brand_archetypes_branding_services_page_in_Bengaluru_India_2022.png\" alt=\"\"\/><figcaption class=\"wp-element-caption\">Brand Archetypes<\/figcaption><\/figure>\n\n\n\n<p>Next, you can work on creating your own brand archetype, define the personality of your brand, and find the overlapping zone between your brand and the target group. This overlapping zone is your window to establishing a personal connection with your audience.&nbsp;<\/p>\n\n\n\n<h2 id=\"summing-it-up\" class=\"wp-block-heading\"><strong>Summing it up..<\/strong><\/h2>\n\n\n\n<ol>\n<li>Great brands know their customers in and out. They understand it is not just about the product and offerings, but also the market perception of your brand i.e., brand awareness, brand identity, brand image, and brand perception.<\/li>\n\n\n\n<li>Faking your brand is not a sustainable solution, the next big brand is human, authentic, honest, and vulnerable.<\/li>\n\n\n\n<li>Branding is not isolated from design, development, marketing, sales, operations, but a cohesive whole of all the involved business processes.<\/li>\n<\/ol>\n\n\n\n<p>Reach out to&nbsp;<a href=\"https:\/\/codewave.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">codewave<\/a>&nbsp;consultants for building human first digital solutions, and brainstorming on how you may sustainably grow your organization to new heights.<\/p>\n","protected":false},"excerpt":{"rendered":"Name a unicorn startup or a fortune 500 company with poor&nbsp;branding.&nbsp; None.&nbsp;Right? Yet, I don\u2019t know&nbsp;why so many&hellip;\n","protected":false},"author":19,"featured_media":4430,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"csco_singular_sidebar":"","csco_page_header_type":"full","csco_page_load_nextpost":"","csco_post_video_location":[],"csco_post_video_url":"","csco_post_video_bg_start_time":0,"csco_post_video_bg_end_time":0,"footnotes":""},"categories":[35],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>4 core elements of emotive brands -<\/title>\n<meta name=\"description\" content=\"Learn how to create a brand that resonates with your customers by understanding the 4 core elements of emotive brands: brand awareness, identity, image, and personality.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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