Summary of the content

            It presents a universal brand identity process that brings about all successful brand identity no matter the complexity of the project. The process itself requires a combination of design excellence, strategic thinking, investigation, and project management skills (Wheeler, 2013). The process starts by conducting research followed by clarifying strategy where vision, goals, strategies and goals are clarified. It continues by designing brand identity, creating touch points and managing assets. To achieve lasting goals of a brand identity project, an astute project management is necessary. Under project management, the following are necessary; team protocol, team commitment, benchmarks and schedule, decision making protocol and communication protocol. It is also important to understand the person who manages the project and the project management best practices (Wheeler, 2013). Collaboration is also important in the process for great outcomes. Good decision making is also a determinant for good out comes in the brand identity process.

Critical thinking

            Brand identity process refers to a process of creating a representation for the company’s reputation through conveyance of values, strengths, purpose, attributes and passions. Brand identity demonstrates the visual devices used to give symbol to the company. Brand identity may not only refer to a logo as some think but it include the following components; mission and vision statements, name, tagline creation, standard guide, and corporate identity (Alihodzic, 2013). One can design a brand identity using the following steps; to begin with, one needs to draw up a brand strategy with a set of values and agreeable by the client. One is also required to work with brief that is to create design concepts after thorough briefing on the brand. One is also required to do research which will help one to understand features of the brand, its function, history and ethos behind it.         The other step is gauging the expectations of the client to help one know what exactly they like (Alihodzic, 2013). One has also to check on the competition based on typefaces, colors and visual styles. This can help one to create something unique from that of the rivals. It is also important to design a brand identity basing on what the client knows regarding the product to avoid exaggerated visuals. Finally, one has to spot what is special about the product such that it is identifiable by the client.

            A strong brand identity is extremely an important factor in the success of the business. Firstly, it creates a bigger identity beyond what the business actually is. This is because it presents the bigger picture of what the business will be in future. It helps the company to build its reputation helping it to stand out from the competitors. Visual brand identity is what attracts the eyes of the customer therefore to attract many customers to your organization; the brand identity must be stronger and more attractive (Alihodzic, 2013). In addition to attracting customers, brand identity also give a sense of belonging to a company since it explains what the company is all about. It also builds loyalty and trust due to values being conveyed about the business hence building a long term dealing with the customers. It conveys stability especially to those who see it by giving them a feeling that the business is stable. Finally it also makes the business memorable; it helps the customers keep in mind of who you are.

References

Wheeler, A. (2013). Designing brand identity: An essential guide for the whole branding team.

Alihodzic, V. (2013). Brand identity factors: Developing a successful Islamic brand. Hamburg: Anchor Academic Pub.