How to manage brand identity

Brand Identity

Brand identity is how a business wants its logo, communication style and visual elements to be seen by consumers. Brand identity shouldn't be confused with brand image, which is what consumers actually think. (1)

What is the interrelation between brand identity and brand image? 

Brand identity is placed on the company's side and includes everything that makes a brand meaningful and unique. These things influence the customers brand image. For the consumer to fully understand the meaning of the company's marketing communication, it is important that the brand identity and the brand image match each other. (2)

When and how to rebrand? ­ 

There are a lot of different situations when a company has to start thinking rebranding.

When a company starts to grow and becomes a mid-sized or a large company and wants to be taken seriously, it should try to make its brand more professional, as it expands in to more aggressive markets.

If there is a change in the product or service, for example switching in to a more greener solution, it should show also in the company's brand.

When a company wants to differentiate itself from competitors, rebranding can help significantly.

When the markets change and the company wants to stay relevant.

When a company wants to introduce a new competing product to a different market while retaining the original product brand, they might consider rebranding.

If a large company develops or acquires various products and services, it might become a confusing clutter of multiple different brands. In this situation it is beneficial to create a new brand which has all these smaller ones under it or included in it. (3)

risks and challenges? ­ 

When rebranding there is a risk that a company creates a hope of change when in reality there are no concrete changes. (4)

Another big challenge in rebranding is how the consumers perceive your new brand. There are multiple good examples of companies getting laughed at and criticized because for example their new logo. The latest that comes in mind is Airbnb, which changed its logo and it was mocked in Twitter with people saying that the new logo looks like a sexual organ. (5)

Another big risk is that when rebranding goes too far, and consumers don't recognize the company's logo or name anymore, and cant associate them with the good sides of the company. This can also be done on purpose, when the negative effects can be smaller than the positive ones.

Good and bad examples of brand management.

Good examples:

Google is using its visual brand identity well in all of its products:

25 examples of good branding:
http://www.hongkiat.com/blog/identity-branding-design-part-2/

Bad examples:

Pepsi is going more boring each year:

Ikea removing women in Saudi Arabia:

References:

http://www.investopedia.com/terms/b/brand-identity.asp

http://www.diva-portal.org/smash/get/diva2:530562/FULLTEXT01.pdf

http://www.inkredible.com.au/Rebranding/reasons-to-rebrand

http://www.retailcustomerexperience.com/articles/experts-discuss-dos-and-donts-of-rebranding/

http://skar.com/hazards-rebranding/