Defining Brand Identity

CONSUMER INSIGHTS FOR
S U S TA I N I N G B R A N D R E L E VA N C E
DEFINING BRAND IDENTITY
Carol Phillips & Judy Hopelain

August 2015
A U G U S T 2 0 1 5 B R A N D A M P L I T U D E , L L C C O N F I D E N T I A L
CONTENTS
§  What is Brand IdenBty?
§  The Brand Amplitude Brand IdenBty Prism
§  How to Apply the Prism
§  Examples
1
WHAT IS BRAND IDENTITY?
“Brand idenBty is the cornerstone of brand strategy and

brand building.
“It provides an arBculated descripBon of the aspiraBonal

image for the brand, what you want the brand to stand for in
the eyes of customers and employees.
“This descripBon drives the brand-‐building component of the markeBng program, and
greatly influences the rest of your brand’s acBvity.
“When the brand idenBty clicks, it will reflect and support the business strategy,
differenBate from compeBtors, resonate with customers, energize and inspire
employees and partners, and precipitate a gush of ideas for markeBng programs.
“When absent or superficial, the brand will dri[ aimlessly and markeBng programs are
likely to be inconsistent and ineffecBve.”
David Aaker, March 19, 2014

h]ps://www.prophet.com/blog/aakeronbrands/185-‐it-‐starts-‐with-‐a-‐brand-‐vision
2

BRAND PLATFORM = BRAND IDENTITY + BRAND IMAGE
“The brand plaaorm is the cornerstone of brand

management.
“Each brand should have its explicit, concise and sharp

wri]en brand plaaorm, making clear what it wants to
stand for.
“The brand plaaorm is the normaBve blueprint of the

brand the company wants to build.
“It summarizes the two key pillars of brand management:
Brand IdenBty and Brand PosiBoning.”
Jean Noel Kapferer,

The New Strategic Brand Management, 2012
2
A U G U S T 2 0 1 5 B R A N D A M P L I T U D E , L L C C O N F I D E N T I A L 3
BRAND IDENTITY GUIDES BRAND-‐RIGHT DECISIONS
n  Keeps organizaBon future focused
n  Internal alignment tool
n  Assessment framework – where are

we falling short?
n  Filter for decision-‐making
A U G U S T 2 0 1 5 B R A N D A M P L I T U D E , L L C C O N F I D E N T I A L 1.4 4
BENEFITS OF A STRONG BRAND IDENTITY
n  Energy – Set a high level of ambiBon for the brand.
n  InspiraBon – IdenBfy the deep consumer insight or societal tension to be addressed
n  Passion – Focus the brand on the big ideal or crusade
n  Consistency – Provide a common creaBve acBvaBon all across the range of poraolio
brands and acBviBes
n  Delivery – Match products with real needs, with passion and ‘edge’
BRAND IDENTITY = BRAND POSITIONING
PosiBoning is….
n  Focused on disBncBve characterisBcs,

the ‘discriminator.’
n  A comparaBve concept, relaBve to compeBBve set.
n  More about product(s) than the brand as a whole
n  Shorter-‐term in outlook, less stable, less lasBng, and less
enduring, and less rich in meaning.
n  Specific to a target market and Bme.
n  Used to support external communicaBons while the

IdenBty is mainly used internally.
BRAND DEVELOPMENT ROADMAP
2ND STEP
Brand Desired Brand Vision
Equity
EmoBonal
RD
3 STEP Brand
ConnecBon
PosiGoning
PosiGoning
RelaBve to
AlternaBves 5-‐7 Years
PosiGoning
RelaBve to
AlternaBves
RelaBve to
1ST STEP AlternaBves
12-‐18 months
Current Image
Market
PercepBons
Current
Today Future
Time
SEVEN SIGNS YOU’VE DEVELOPED A BRAND IDENTITY
When you know (and the organizaBon agrees on) the answers to the following quesBons,
your Brand IdenBty is clearly defined:
1.  What is the brand’s parBcular vision and aim?
2.  What makes it different?
3.  What need is the brand fulfilling?
4.  What is its permanent crusade?
5.  What are its values?
6.  What is its field of competence? Of legiBmacy?
7.  What are the signs which make the brand recognizable?
BRAND IDENTITY ADDRESSES EXECUTIONAL QUESTIONS
A well-‐defined Brand IdenBty helps answer many quesBons that arise

inside companies every day, such as:
¥  Can the brand sponsor a parBcular event or sport?
¥  Does the adverBsing campaign suit the brand?
¥  Is the opportunity for launching a new product

inside the brand’s boundaries?
¥  How can we change the our communicaBon style

while remaining true to the brand?
¥  How can communicaBons decision making be decentralized

regionally or internaBonally, without jeopardizing brand
congruence?

9
BRAND IDENTITY PRISM
n  All brand idenBBes include capabiliBes, personality and rallying cry.
Brand Amplitude Brand IdenGty Prism™
CapabiliGes: What do we do? Personality: What’s our style?
Rallying Cry:
What does all this add up to?
Adapted from the ‘Brand Identity Prism’ by Jean-Noel Kapferer, The New Strategic Brand Management, 2012
10
BRAND IDENTITY PRISM
n  Our framework goes beyond these basics to include culture, community and the
brand’s noble purpose.
Brand Amplitude Brand IdenGty Prism™
CapabiliGes: What do we do? Personality: What’s our style?
Internal Values & Culture: Shared Values & Community:

Who are we? Rallying Cry: What do we have in common with
What does all this add up to?
customers?
Noble Purpose: Why do AspiraGonal Self-‐Image: What do

we exist? customers want their use of the brand
to say about them?
Adapted from the ‘Brand Identity Prism’ by Jean-Noel Kapferer, The New Strategic Brand Management, 2012
11
PRISM ELEMENT: CAPABILITIES
n  This element answers the quesBon: What do we do?
n  Even an image-‐based brand must deliver material benefits. We focus on capabiliBes,
which are about the brand’s value-‐added.
n  Example: Angie’s List
CapabiliGes:
• Community: Reviews by real homeowners
• Convenience & SelecGon: One stop shop for the
best local service providers
• Increased Confidence: Help avoiding costly
mistakes
2
PRISM ELEMENT: INTERNAL CULTURE & VALUES
n  This element answers the quesBon: Who are we?
n  Strong brands are built on a strong culture and a clear set of shared values.
•  The brand’s core beliefs and way of operaBng.
•  Unwavering, and and uncompromising.
n  “The cultural facet of brands’ idenBty underlines that brands are engaged in an
ideological compeBBon.” – Jean Noel Kapferer
Example: Nike
Nike champions ‘solo willpower’ with a
dose of opBmism, and addresses a major
sociological insight:
Millions of people in the world today
know that they can count only on
themselves.
A U G U S T 2 0 1 5 B R A N D A M P L I T U D E , L L C C O N F I D E N T I A L 1.13
PRISM ELEMENT: NOBLE PURPOSE
n  This element answers the quesBon: Why do we exist?
n  Strong brands are a vision of the world. The idea of ‘Being of Service’ underlies this
facet of the Brand IdenBty prism. It is meant to be moBvaBng to employees, and
important to customers and other external stakeholders.
n  Noble Purpose refers to the larger goal or cause the brand aspires to serve. It is about
the brand’s ambiBon -‐-‐ what the brand wants to change in peoples’ lives; how it aims
to make their lives be]er.
Examples:
The Usual Suspects Newer Entrants Surprising AddiBon?
•  Patagonia •  TOMS •  P&G
•  Body Shop •  Innocent h]p://
•  Ben & Jerry •  Honest Tea www.youtube.com/
•  Newman’s Own watch?
v=BANpF-‐6ybuY
PRISM ELEMENT: BRAND PERSONALITY
n  This element answers the quesBon: What’s our style?
n  Some brands are incredibly earnest, others are super smart. By communicaBng their
personality, brands build character. Consumers idenBfy with the brand’s personality
or project themselves into it.
n  Personality is hard to copy and when expressed consistently, it can be remarkably
enduring. It also can be the difference between a brand that engenders feelings of
love and loyalty and one that leaves people cold.
Examples:
n  Some brands assume the personaliBes of their founder or staff
members (think Virgin Airlines).
n  Others assume a personality through their style of adverBsing
(T-‐mobile),
n  Others through their interacBons with customers (Nordstrom).
Source: Jennifer Aaker
PRISM ELEMENT: SHARED VALUES & COMMUNITY
n  This element answers the quesBon: What do we have “Shared value suggests that
profits that are imbued with a
in common? social purpose can enable
companies to grow while
n  Brand loyalty provides a sense of belonging. Whether
advancing society. It frames the
it’s formal or grassroots, THIS connecBon provides a enterprise mission and objecOves
powerful bond and source of disBncBon. in a new way. All profits are not
equal. Those that advance
society are beRer, and those
Example: Harley-‐Davidson’s brand community that detract from society are
inferior.” -- David Aaker, Harvard
n  Created a group of ardent consumers organized Business Review, 6.30.11
around the lifestyle, acBviBes, and ethos of the brand
n  Retooled every aspect of the organizaBon—from its culture to its operaBng
procedures and governance structure—to drive its community strategy.
n  Made Harley into one motorcycle manufacturer that understood bikers on their
own terms.
PRISM ELEMENT: ASPIRATIONAL SELF-‐IMAGE
n  This element answers the quesBon: What do customers want their use of the brand
to say about them?
n  Repeated use and reliance on a brand demonstrates its value to the user.
n  Brand loyalty provides an emoBonal or self-‐expressive benefit.
n  Use of the brand tells others something about the user, and it tells the user
something about her/himself.
Examples:
n  Most luxury brands and

many sports brands, among
others, rely on aspiraBonal
self-‐image to build
customer affinity
PRISM ELEMENT: RALLYING CRY
n  This element answers the quesBon: what does all this add up to?
n  The Rallying Cry is 3-‐5 word shorthand encapsulaBon of your brand idenBty.
Emotional Descriptive Brand

Modifier + Modifier + Category/Industry
n  Defines the category of business for the brand, sets boundaries and clarifies what is
unique.
n  Should be memorable, crisp and vivid.
n  Stakes out ground that is personally meaningful and relevant to employees.
n  Not an adverBsing slogan, and, in most cases, not used publicly.
18
RALLYING CRY -‐ EXAMPLES
Brand
Emotional Descriptive
Modifier + Modifier + Category/
Industry

Disney: Fun Family Entertainment
h]p://youtu.be/MAE_OgMrkaQ

Ritz-‐Carlton: Ladies & Gentlemen Serving
Ladies & Gentlemen
h]p://youtu.be/AANS1QlS6kQ

BMW: UlBmate Driving Machine Most powerful when it arBculates the DNA of
h]p://youtu.be/NJ81ivxPl20 a company and is used as a touchstone or
North Star when making difficult decisions
Be]y Crocker: Homemade Made Easy e.g., about business strategy, crisis
h]p://youtu.be/qm-‐_TIE2w2Q management, acquisiBons, new product
introducBons.
EXAMPLE: ZAPPOS BRAND IDENTITY PRISM
ILLUS
TRAT
CapabiliGes Personality IVE
•  Service that delights •  EmpatheBc
•  Quality products •  Open and honest
•  Deep selecBon and broad •  PosiBve
assortment •  Passionate and determined
•  Humble
Internal Culture & Values Rallying Cry: Shared Values &

•  Embrace and drive change Powered by Community
•  Create fun and a li]le weirdness •  Easy
•  Be adventurous, creaBve and Service •  Responsive
open minded
•  Pursue growth and learning
•  Do more with less
Noble Purpose AspiraGonal Self-‐

•  Deliver WOW! Image
•  DiscriminaBng, smart
http://www.youtube.com/watch?v=g6WHAfWqX3s

EXAMPLE: HARLEY-‐DAVIDSON BRAND IDENTITY PRISM
ILLUS
TR ATIV
E
CapabiliGes Personality
•  InvenBve design •  American spirit
•  Custom cruisers •  Individuality
•  Loud & powerful engines •  Rebellious
•  Dealer development •  Freedom
Internal Culture & Shared Values &

Rallying Cry
Values Community
•  Joy of individualism Live the Cruiser •  Harley Owners Group
•  Commitment to (HOGs)
adventure Lifestyle •  Harley is not for
•  Reward of fulfillment everyone
Noble Purpose
AspiraGonal Self-‐
•  For love of the open road Image
•  Rebel/ “Bad Ass”
http://youtu.be/JLdnIbDSgFs
EXAMPLE: CRAYOLA BRAND IDENTITY PRISM
ILLUS
TR ATIV
E
•  Accessible, affordable tools •  Fun
•  Vibrant color •  Childlike
•  Safe and durable •  Think like kids do
Rallying Cry
Internal Culture & Shared Values &
Values Free the WHAT IF… Community
•  InnovaBve •  Unleash the originality
Because creaBvely-‐alive kids blossom
•  Child-‐centric and grow to be inspired, original
that naturally exists in
•  The most colorful adults who, in turn, have the ability to every child
place on earth inspire the world.

Noble Purpose AspiraGonal Self-‐Image
•  Help parents and teachers •  Nurture successful,
raise inspired, creaBvely-‐alive balanced kids with strong
kids who can inspire the world sense of self
EXAMPLE: XIAOMI BRAND IDENTITY PRISM
CapabiliGes: Personality: ILLUS

TR ATIV
•  Top quality •  Commi]ed E
•  Ever be]er and more •  Smart
efficient
Internal Values & Shared Values &

Culture: Community:
•  Hard-‐driving •  Buy before they’re gone
•  Fast-‐paced •  ParBcipatory design and
markeBng
Noble purpose: Self image:

•  World class products •  Chinese
designed and made in •  Modern
China •  Proud
Brand Identity Prism
Your Brand _______________________
•  • 
•  • 
• 
• 
Internal Culture Shared Values

& Values & Community
•  • 
•  Rallying Cry • 

Noble Purpose AspiraGonal Self-‐

•  Image
• 

KEY TAKEAWAYS
n  Winning brands engage end users with a deep inner

inspiraBon. They also have a personality, their own values,
and help consumers in their lives and to discover their own
idenBBes.
n  An effecBve Brand IdenBty underlies strong

brands and helps organizaBons keep them vital.
n  The Brand Amplitude Brand IdenBty Prism is an effecBve tool
for Brand IdenBty development.
n  Each element in the Prism requires elaboraBon to ensure
employees understand what it does – and doesn’t -‐-‐ mean.
25
HOW WE CAN HELP
ü Audit your brand to idenBfy gaps and opportuniBes

ü Generate ideas for closing the gaps
ü Develop a compelling, energizing brand idenBty and audience-‐specific posiBonings
that align with the idenBty
ü Measure and track your brand’s health over Bme
Carol Phillips Judy Hopelain

@carol_phillips @judyhopelain
carol@brandamplitude.com judy@brandamplitude.com
26

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CONSUMER INSIGHTS FOR

Carol Phillips & Judy Hopelain

§ What is Brand IdenBty?

§ The Brand Amplitude Brand IdenBty Prism

§ How to Apply the Prism

“Brand idenBty is the cornerstone of brand strategy and

“It provides an arBculated descripBon of the aspiraBonal

David Aaker, March 19, 2014

“The brand plaaorm is the cornerstone of brand

“Each brand should have its explicit, concise and sharp

“The brand plaaorm is the normaBve blueprint of the

Jean Noel Kapferer,

n Keeps organizaBon future focused

n Internal alignment tool

n Assessment framework – where are

n Filter for decision-­‐making

n Focused on disBncBve characterisBcs,

n A comparaBve concept, relaBve to compeBBve set.

n More about product(s) than the brand as a whole

n Speciﬁc to a target market and Bme.

n Used to support external communicaBons while the

A well-­‐deﬁned Brand IdenBty helps answer many quesBons that arise

¥ Can the brand sponsor a parBcular event or sport?

¥ Does the adverBsing campaign suit the brand?

¥ Is the opportunity for launching a new product

¥ How can we change the our communicaBon style

¥ How can communicaBons decision making be decentralized

Brand Amplitude Brand IdenGty Prism™

CapabiliGes: What do we do? Personality: What’s our style?

CapabiliGes: What do we do? Personality: What’s our style?

Internal Values & Culture: Shared Values & Community:

Noble Purpose: Why do AspiraGonal Self-­‐Image: What do

n Example: Angie’s List

n This element answers the quesBon: Who are we?

n This element answers the quesBon: What’s our style?

n Most luxury brands and

Emotional Descriptive Brand

Internal Culture & Values Rallying Cry: Shared Values &

Noble Purpose AspiraGonal Self-­‐

Internal Culture & Shared Values &

CapabiliGes: Personality: ILLUS

Internal Values & Shared Values &

Noble purpose: Self image:

Your Brand _______________________

Internal Culture Shared Values

Noble Purpose AspiraGonal Self-­‐

n Winning brands engage end users with a deep inner

n An eﬀecBve Brand IdenBty underlies strong

ü Audit your brand to idenBfy gaps and opportuniBes

Carol Phillips Judy Hopelain

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§  What is Brand IdenBty?

§  The Brand Amplitude Brand IdenBty Prism

§  How to Apply the Prism

n  Keeps organizaBon future focused

n  Internal alignment tool

n  Assessment framework – where are

n  Filter for decision-‐making

n  Focused on disBncBve characterisBcs,

n  A comparaBve concept, relaBve to compeBBve set.

n  More about product(s) than the brand as a whole

n  Speciﬁc to a target market and Bme.

n  Used to support external communicaBons while the

A well-‐deﬁned Brand IdenBty helps answer many quesBons that arise

¥  Can the brand sponsor a parBcular event or sport?

¥  Does the adverBsing campaign suit the brand?

¥  Is the opportunity for launching a new product

¥  How can we change the our communicaBon style

¥  How can communicaBons decision making be decentralized

Noble Purpose: Why do AspiraGonal Self-‐Image: What do

n  Example: Angie’s List

n  This element answers the quesBon: Who are we?

n  This element answers the quesBon: What’s our style?

n  Most luxury brands and

Noble Purpose AspiraGonal Self-‐

Noble Purpose AspiraGonal Self-‐

n  Winning brands engage end users with a deep inner

n  An eﬀecBve Brand IdenBty underlies strong

ü Audit your brand to idenBfy gaps and opportuniBes