The two dimensions of brand identity

05 Apr, 2024 - 00:04 0 Views
The two dimensions of brand identity Clemence Mutembo

eBusiness Weekly

Clemence Mutembo

I was a very good student in brand management when I studied marketing management at university.
One thing that fascinated me a lot was realising that brand identity goes beyond the visible identity elements like the corporate colours,the name and the logo.

The two dimensions that are used to understand brand identity are the visual identity and the behavioural identity.

The visual identity refers to the visual and seen aspects of the brand, things we can see with our eyes such as the logo and colours.

The behavioural identity on the other hand refers to the actions of the brand such as the customer service and other marketing activities.

Understanding both of these dimensions is important for creating a strong and consistent brand identity.

When these two aspects of brand identity are aligned, the customer has a clear and consistent understanding of the brand.

When a brand is inconsistent in its branding, it can have a number of negative effects. First, it can create confusion among consumers about what the brand stands for and what it represents.

Second, it can make the brand look unprofessional and untrustworthy. Third, it can make it difficult for the brand to build a strong emotional connection with consumers.

Finally, it can make it difficult for the brand to maintain a consistent image across all touch-points.

As a result, inconsistent branding can have a negative impact on a brand’s bottom line.

You see, the marketing team must be constantly sharpened if they are to remain successful. With new technologies, strategies and channels emerging every day, marketers must be able to adapt quickly and effectively to stay ahead of the competition.

Otherwise, they risk falling behind and becoming irrelevant in an increasingly competitive marketplace.

In order to sharpen the marketing team, companies must constantly invest in training and development.

This can include courses on the latest marketing technologies and strategies or workshops on soft skills like communication.

By investing in the development of the marketing team, companies can ensure that they are ready to give good marketing results.

There are a number of other reasons why customers may not buy again from a business.

One common reason is that they had a bad experience with the product or service.

If the product was defective or the service was poor, the customer may feel that they cannot trust the business to provide a good experience in the future.

Another reason is that the customer may have found a better option elsewhere. In today’s competitive marketplace, customers have a lot of choices and they may have found a product or service that better meets their needs.

Another reason is that customers may not buy again if they feel that the business is not interested in their needs or concerns. Lastly,the customer bought something that is so durable and long-lasting . . . something like a car. That person may never buy again from you.

Clemence Mutembo is a high-impact customer experience,sales and brand building coach. Clemence is in high-demand as a trainer and has made over 500 presentations to small, medium and large organisations. To connect with Clemence, you may call or WhatsApp on: 0778 994 994

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