Choosing and developing brand element
Author: yinkaolaito
Yinka Olaito is happy,excited and passionate Brand Communication, Social Media expert, Trainer and speaker. Yinka Olaito helps brands(Profits and Non-profits)with effective communication and positioning for premium service delivery and returns.Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage consulting and African Child Right Inc.Lagos Nigeria
Over the years I have seen some brands fall and some rise. Reasons for the positive part of this assertion can’t be farfetched from the abilities of brand builders to effectively create an appealing perception for their brands in the mind of consumers. This is however created not merely through product identification and creation alone, but through an all-round creation and development of meaningful brand elements. What then are brand elements?
Brand Elements are brand equity drivers. They are those ‘trademarkable’ devices that identify and differentiate the brand in the market place. They are chosen to build as much brand equity as possible and to enhance the brand knowledge and association. The test of the brand building-ability of these elements is what consumers would think or feel about your product if the brand elements were all they knew. To build a strong brand you have to build powerful elements that will in turn build a powerful perception for your product in the customer’s mind.
Brand elements basically consist of the following:
- Brand Name, Logo, slogan or unique positioning statement, quality, character, symbols, jingles, package, etc.
The above mentioned brand elements help the consumer grasp what the brand stands for and what differentiate it from the rest in its category. To choose a meaningful brand element you have to consider the following paradigms.
- Memorability: are the brand elements Memorable? This has to do with how easily the brand element can be recalled and recognized during and after purchase by the consumers. Some of the thriving brands in the world today (Coca-Cola, Google, Microsoft, Facebook, etc.) have taken advantage of short, sensory and memorable brand names.
- Expressibility: Is it Expressive? This has to do with the suggestibility and credibility of the element in relations to the brand category. Does the element suggest something about a product ingredient or type of person who might use the brand? Or what the brand stands for. (Think Coca-Cola, Kleenex, etc.)
- Amiability: Aesthetically how alluring is the brand element? Is it visually or verbally likeable? Does it project a likeable image? Does the element sparks up interest at contact with consumers and prospects?
- Simplicity: Is the brand element easy enough to project the brand? Is it easily understandable to customer and prospects?
- Visibility: how visible are the elements? A brand element should be visible enough for the customers and prospects.
Adjustability: Is the element adaptable or can be updated?(Mobil gasoline stations once used to feature Pegasus, by dropping the flying horse and designing a simple logotype with blue letters and a red O, Mobil greatly increased the visibility of its stations).
- Protectibility: Uniqueness and authenticity plays a vital role here. How legally protectable is the brand element? How competitively protectable? Names that become synonymous with products categories such as- Maggi, Mclean, Indomie, Xerox, etc. all retain their trademark rights so as not to become generic, though they’ve all at one time or the other fall victim of being used to describe a category due to their being first in their respective categories.
Brand elements and its associations is what give the brand (product) meaning in the consumer’s mind. Understanding how human mind works plays a cogent role in choosing and developing brand elements that will create a favourable perception.
Brand elements plays vital role in building brands. It enhances consumers’ decision in choosing products to use. For this reason, brand elements should be easy to recall, refreshed, recognized, convincing and inherently descriptive at contact with consumers. The likability and appeal of a brand element also play vital role in awareness and associations leading to the brand equity.
N.B. The author of this piece seun Adeogun is a brand specialist in Lagos
Interesting and rattling real true. Bookmarked.
It is also important to choose and develop your brand products to help your customers. You should also set your brand element properly.
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