Visual Brand Identity

PROBLEM: How to build and maintain visual brand identity across different channels?

LEARNING OBJECTIVES:
1. How to design and implement visual brand identity?
2. How to communicate brand identity through the visual elements?
3. How to take cultural difference into consideration when designing visual brand identity?

1. How to design and implement visual brand identity?

Podner (2015, p. 120) quotes Marguelies (1977, 66) when defining Corporate visual identity. According to them, a corporate visual identity makes a company visible, tangible and recognizable. Furthermore, it defines a contextual framework for the contents that a company communicates. Short: Visual identity is the sum of all the ways a company chooses to identify itself to all its publics.

In addition, visual identity includes elements that are not only visual, but can also be perceived with other senses, such as a typical sound, smell or feel, which can be used to communicate a company's story.

Four functions of visual identity:

1. Provides visibility and recognition

2. Reminds people that company exists

3. Important for forming a first impression

4. Achieves uniformity

Rules to design visual identity:

1. Simple

2. Unique

3. Aesthetically durable

When changing or creating a new visual identity it is advisory to follow three steps:

1. Set goals based on the strategic aims of the company

2. Overview of communication tools and elements

3. Take the (new) visual identity into practice: promote with communication campaign

Source: Podner, K. 2015

Brand elements

2. How to communicate brand identity through the visual elements?

- 1. Create a strong Logo and use it widely:  Logo and its usage, tagline, typography, color palette, iconography 

- 2. Create brand standards for marketing materials
- 3. Publish and promote a style guide: develop guidelines that members of company can relate to. Example of Coca Cola Zero Style Guide: http://www.kathrin-pyplatz.com/wp-content/uploads/2015/03/styleguide-coca-cola.pdf 

- Harmonization can be achieved by bringing all of the elements together

Source: http://thebrandgals.com/infographic-friday-branding-guidelines/

good example of visual branding: Heineken http://de.scribd.com/doc/69182524/Heineken-Identidad-Visual-Corporativa#scribd 

3. How to consider cultural difference when designing visual brand identity? 

- Color is probably the most important element of the brand because it improves brand recognition by up to 80%, it highlights important information, makes an impression that is 39% more memorable, and it increases comprehension by as much as 73%.

- However, you have to consider cultural differences when deciding on the color. For example, white in China means Death and mourning whereas in Western cultures it stands for Brides, angels, good people, hospitals, doctors and peace. see more: http://webdesign.about.com/od/colorcharts/l/bl_colorculture.htm 

- More cultural differences:

- Eye contact: Western: positive; Eastern: rude and makes people feel uncomfortable

- Symbols and signs

- Metaphors 

- Music

- Numbers (lucky numbers)

- Gestures

Examples of companies not considering different cultures:

When Gerber (baby food brand of Nestlé) started selling their products in Africa they used the same packaging as in the USA (see picture). Later they found out that in Africa companies put pictures on their packages of what is inside the package, since most people cannot read.

When Puffs tissues tried to introduce its product, they were quick to learn that `Puff`in Germany is the term for a whorehouse.

See more examples: http://www.campaignasia.com/BlogEntry/359532,Cultural+blunders+Brands+gone+wrong.aspx

Key words:

Brand identity, Culture, Target Group, Design, Logo, visual elements, touchpoints, Message, reputation 

Sources: 

Kunigis, A. 2016. How to Create a Strong Visual Brand – The Hartford. URL: http://www.thehartford.com/business-playbook/in-depth/building-strong-visual-branding. Accessed 18 February 2016.

Mooij, M. K. 2014. Global marketing and advertising: Understanding cultural paradoxes(4th ed.). Thousand Oaks: Sage.

Podnar, K. 2015. Corporate communication: A marketing viewpoint. Abingdon, Oxon: Routledge, Taylor & Francis Group.

Xerox. 2009. 5 Steps to Consistent, Effective Brand Communications Using Color. URL: http://www.office.xerox.com/latest/XOGFL-18U.PDF. Accessed: 17 February 2016.