This is the act of framing the company’s offering and image so that it occupies a distinctive place in the mind of the target market. It shows how a brand is different from its competitors and where, or how, it sits in customers’ minds. Effective positioning is when the brand is perceived as favorable, different and credible in consumers’ minds.
The classic definition of a brand identity is an idea system, a network of associations that represents an entity, organization, or person. Brands live in people’s minds and hearts. They are the sum total of perceptions about them. It is not a logo or set of fonts or a color palette. It’s a behaviour, a voice and tone, a culture, a style and an attitude.
The brand experience is the feelings and behavioral responses evoked by the stimulation of design and identity, packaging, communications, and environments. There are generally four dimensions to an experience: sensory, affective, intellectual, and behavioral. They are used to affect consumer satisfaction and loyalty directly and indirectly by providing a sense of tangible and intangible values.
A legacy transcends an identity. It is the future vis a vis the present. While brand identities are what people think of your organization, company or offering, a legacy is thinking in terms of what impact you want to leave your environment and how you want to leverage your brand to make the world a better place than how you found it. Naturally, a legacy isn’t for everyone or for every organization, but for those that aspire to leave a footprint, the future begins with the present.
This is the act of analyzing how your brand is performing. In other words how it is truly perceived and what added value it’s giving your business or organization, in terms of customer loyalty, brand credibility and differentiation from competition.