Identity is an important characteristic of a brand: without it, the consumer may simply not recognize the brand and not pay attention to the product behind it.
Brand identity is how the brand is perceived by the consumer: how it is perceived, what the brand is associated with, what attracts the consumer in it. These associations show the promise of a brand and its meaning to people. It is important that the brand's identity is unique and the associations that the brand itself evokes positive. The brand should also be perceived by the consumer as something valuable, in other words, what the brand offers should be important to your target audience. This is because all your differences really matter if they become valuable to the consumer.
In order to form a brand identity, you first need to collect information about consumers: what is important to them, what problems they may have, dreams, what joy. If we find pain points like this, we can determine where we are better off building a brand.
The next stage is a thorough analysis of the product and the company that offers this product: what is important in this product, what problems it helps to solve, what should be emphasized, how it will help solve the problems of your consumers.
Next, you need to decide what will help form the brand, what you need to focus on, what associations and ideas are most important for your brand. After analyzing the needs of the client and the characteristics of the product, it will not be difficult to choose what will become the identity of your brand, its key idea.
To better identify the strengths of a product, consider it at several levels:
The first level is a product by design: what this product was created for. Think about what needs he can satisfy, how to help the consumer. This level is also called the core of the product, and it represents what the product is bought for: a white blouse is bought to wear to work, and a bottle of water is to quench one's thirst. It is important that these characteristics and basic needs that this product covers do not change. For example, the product itself is a schoolbag for a girl.
The second level is a product in real execution. This includes product packaging, design, any additional features specific to your product - for example, a drawing on a backpack with a favorite cartoon character, gift wrapping and a pencil case that comes with the backpack.
The third level is the item with reinforcement - in other words, everything that is attached to the item. In the case of a backpack, this is a guarantee provided by the manufacturer, as well as free shipping offered by the store.
If you take into account all three levels of a product, you can probably build a working brand.
