What Are Brand Components?
Sometimes, an idea is entirely too big to digest in its entirety. In these cases, it’s helpful to dissect the concept into bite-size elements. By understanding the parts, the whole becomes much more easier to grasp. First we learn the alphabet, then we learn words, and then we learn sentence structure. Eventually, we’re writing dissertations.
Let’s break down a brand into a few components, using real world examples. This way, you have a better idea of how to establish your very own brand.
What is a brand?
If you google “What is a brand,” the internet will confuse you with a thousand definitions. Most of the results are just fancy descriptions. I love simplicity. According to the American Marketing Association (AMA), a brand is “a name, term, design, symbol, or any other feature that identifies one seller’s product distinct from those of other sellers.”
If a cow is the first thing that comes to mind, you're not far off. Farmers would mark their cattle, and other livestock, to claim their property. This practice dates back more than 4,000 years, and is derived from an Old Norse word meaning "to burn."
We all intuitively know what a brand is. As life-long consumers, we know what we like and we know what to avoid. Everything in our circumference, everything we’re wearing, even the things we ingest, are branded.
Lets break it down
Identity
The identity of a brand is expressed in its logo, typography, color palette, packaging, and retail space.
Tone
The tone of a brand is communicated in the attitude of the copy, voice-over, or composition of the layout.
Values
The values of a brand are conveyed in the processes it uses to do business, the partnerships it fosters, and the channels its messaging is communicated in.
Identity
Brands are emotional and philosophical concepts. The identity is the visual component that represents those larger ideas. Identity needs to be consistent. It represents and reinforces the emotions of the brand, so the message needs to be clear, and it needs to be the same no matter where it's displayed.
Lets take a look at a company like Starbucks:
Logo: The Siren is the face of Starbucks’ brand.
The logo is so recognizable, the company stopped using the wordmark in almost all of their marketing. See also: Nike’s Swoosh or Target’s bullseye.
Typography - Recently, the company has been moving away from hand-lettering, opting to use typefaces with custom modifications when an artful touch is needed. The three fonts, Sodo Sans, Lander and Trade Gothic, provide endless possibilities.
Sodo Sans is their most versatile typeface, frequently used for body copy. Lander is a serif typeface, used as an accent for more expressive moments. Trade Gothic LT Condensed is used for headlines and wayfinding.
Color- The iconic green is another recognizable asset of the brand, used on everything, from the aprons to the logo. Paired with accent and neutral colors, this palette leverages brand recognition perfectly.
Packaging - Combining all previously discussed elements [logo, typography, colors] to “skin” everything from bags to gift cards, Starbucks ensures we recognize the company no matter where they appear.
Retail Space - The store interior is another extension of the brand. Each space identical in lighting, decor, ambience, air quality and temperature; promoting a welcoming environment for the public.
Tone
The tone of a brand is the expression and the embodiment of its personality. It is communicated in the attitude of the copy, voice-over, or composition of the layout.
For example, think of any Geico commercial from the last 10 years, and compare it with an Allstate “Are You In Good Hands?” commercial. Both are insurance companies targeting the same demographic, each speaking in a different voice.
Values
The values of a brand are conveyed in the processes it uses to do business, the partnerships it fosters, and the channels its messaging is communicated in.
“Gourmet food chain Pret A Manger is committed to making its food fresh, every day, and partners charities with their local Pret. At the end of each day, unsold food goes to a worthy cause rather than in the bin. It’s a part of what Pret believes in and has become a powerful way to define the brand.”
- Michael Johnson, Branding In Five and a Half Step
Coca-Cola sponsors events that people love and have positive connotations with. The World Cup, NASCAR, and American Idol, are just a few. At the theater, their ad plays before the movie, further associating Coke with “a good time.”
This is only just a tidbit. If you are trying to establish your very own brand, I hope I've given you a better understanding of it. If you've got any questions, comment below. I live right here.😊