Brand of a company is what shapes its public image and public opinion. It is what people relate to. The task of identity creation and branding is one of the toughest challenges that a company encounters. While the two terms often get used interchangeably but they are not one and the same thing.
A brand comprises of the image that customers have of a company and the emotional responses that image triggers in a customer. Powerful brands are not about products, services or the company but about the story that the company represents. Often considered the brand guy of the 21st century, Seth Godin captures the best definition of what a brand should aspire to be:
A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.
Identity (Identity System)
An identity is a collective of visual devices that represent the company – logos, alternate marks, colour palettes, typography and brand media guides. These collectively form what is called the identity system of a company or a brand. The identity system and the style guidelines ensure consistency and coherence in the company’s image across all brand elements: be it stationery, websites, mobile apps, products, marketing collateral, packaging, signage, messaging, and others. In short, identity system is what a brand uses to tell its story.
It is often the case that a brand survives the company and the creators. The task is immense as what is being created will potentially last longer than the products, the services and the team in the company. At TechChronos, the brand and identity creation is a blend of art, inspiration and lots of research. Our first task is to demystify jargon and inspire the creative process.
It is about understanding the company, the image the company wants to create and the emotions it wants to invoke in its customers. A set of simple but hard questions guide the process. Some key ones are:
- Why was the company or organisation created and where is it going?
- How is the vision of company going to be achieved?
- What are the strengths that sets the company apart and what limitations and challenges are you are likely to encounter?
- What are the immediate goals of the company and who are likely to buy into the brand story? And how do you expect them to react to your brand?
- What external elements may have an effect on or influence the company?
Equipped with these key fragments of your brand story, our art and content teams get to work to piece it together and build your identity system. This involves lots of content and brand research and artistic inspiration both from the client and the TechChronos team. A key component during this process, is what we call Discovery Sessions – which include visioning workshops, interviews, audience surveys and other exercises which help complete the brand story.
The process is often long but it is something you want to invest in as it is about creating a legacy. If you are on the brink of starting something up and have a brand story to build, get in touch with us.