Brand Identity is a marketing concept that emphasizes the importance of a solid and clear company identity, enabling the target audience to easily recognize the brand.
A Brand Identity strategy aims to build a brand identity that reflects your company’s values, personality, and goals.
This strategy helps differentiate your business from the competition and positions you appropriately in the market.
Brand Identity includes all tangible and intangible elements (values, history and reputation, logo, slogan, graphic elements, etc.) that make you memorable and instantly recognizable to your audience. Creating an effective Brand Identity allows you to achieve three major objectives:
Stand out, be more recognizable in the market, and remain memorable in the minds of your clients and potential customers.
Effectively communicate to your clients what you do and what you sell.
Articulate your Brand accurately and consistently for structured communication, thereby enhancing the perceived value of your company..
Let’s explore how to structure a brand identity architecture in order to build an identity aligned with the values of your service company. One of the foundational pillars of a brand identity strategy is the Kapferer Brand Identity Prism.
The study of Brand Identity led to the definition of the Kapferer Prism: one of the models used in experiential marketing with a focus on branding.
Through his prism model, Jean Noel Kapferer suggests that a brand’s identity can be compared to a person’s identity..
The Kapferer Brand Identity Prism features six elements corresponding to six essential areas to evaluate when representing a brand. These six areas include Physique, Relationship, Reflection, Personality, Culture, and Self-Image. Let’s briefly examine each one:
Logo, color palette, design, and much more. In this element of the prism, all abstract and intangible characteristics are transformed into something visible.
In this case, the choice is to define the type of relationship you want to establish with your customers.
In the third element of the prism, you need to understand who your best potential customers are in order to define the ideal profile of the people you will target.
Personality concerns the set of human traits associated with the Brand. These traits also help you identify your target audience.
The fifth element of the Kapferer Brand Identity Prism refers to the culture, values, and ideals of your company (also linked to its country of origin).
It concerns everything your customers think, want, and feel. Consumers choose your brand only when it is able to satisfy their needs.
Although many believe that Brand Identity and Brand Image are synonyms, this is not entirely the case.
Brand Identity encompasses all the actions you take and the elements you create (logo, images, packaging, website, etc.) to present yourself in a specific way to your customers, representing your company’s identity..
On the other hand, Brand Image is how your brand is perceived in the market and in the minds of potential customers—how you are seen externally.
Brand Image is linked to all the ideas, opinions, associations, and emotions a person has toward your brand.
If your company’s Brand Identity matches the image perceived externally, then you are successfully enhancing your Brand, differentiating yourself in the market, and making yourself unique.
An integral part of Brand Identity is the so-called Visual Identity: the collection of visual elements (from the logo and color palettes to typography) that allow you to convey the personality and character of your brand.
Visual Identity enables people to recognize, connect with, and engage the core values of your brand through imagery..
One of the first activities we undertake for our clients is a Brand Identity analysis, followed by the presentation of tailored solutions to develop assets that effectively communicate your company’s identity.
For example, for our client MTS—the first training school for Mechanics and Engineers aiming to become professionals in Motorsport—we redesigned the old logo, which had technical issues.
Logo redesign is a highly sensitive task because the goal is to refresh the company’s image without disrupting its brand identity. After thoroughly studying the company, market, and target audience, we successfully achieved this.
For example, for our client MTS—the first training school for Mechanics and Engineers aiming to become professionals in Motorsport—we redesigned the old logo, which had technical issues.
Logo redesign is a delicate process because the goal is to refresh the company’s image without disrupting its brand identity. After thoroughly studying the company, market, and target audience, we fully succeeded in achieving this.
Build an effective Brand Identity
To create an effective Brand Identity, it is essential to develop a Brand Identity strategy that can be summarized in five key points:
Identify what makes you unique and ensure you communicate your brand values and identity flawlessly—also through visual identity. Conduct a SWOT analysis to define your company’s strengths, weaknesses, opportunities, and threats from the market.
For example, Brand Assets such as the logo and color palette, as well as Digital Assets like the website—each element in your Brand Identity strategy must be consistent with the Brand’s Identity.
Publish content on social media, create marketing campaigns to raise awareness, and establish an emotional connection with your audience. You can adopt a formal or more relaxed tone depending on your brand’s personality and the type of customer.
In your Brand Identity strategy, do not copy competitors, avoid conflicting messages, and refrain from using language or imagery inconsistent with your company’s identity.
To understand what you are doing well and what needs improvement, use tools that allow you to monitor data (such as Google Analytics), conduct surveys, and analyze comments and discussions on social media. This will give you the opportunity to implement changes to your Brand Identity strategy as needed, whether to correct an error or enhance your Brand Identity.
Let’s take one of our clients as an example: Leone Fell & C, the largest law firm in Italy specialized in administrative law.
For Leone, we developed a social media strategy on Facebook and Instagram that includes publishing posts on topics of significant interest to the target audience.
When building your company’s corporate Brand Identity, you can choose between two distinct paths: do it yourself or hire an agency.
In both cases, defining a Brand Identity strategy that perfectly communicates your company’s values and personality requires a deep understanding of Service Marketing—the specialized branch of marketing dedicated to service businesses.
Creating a Brand Identity requires a thorough analysis of the company, the market, the competition, and several stages in building the elements that represent the brand.
To structure a corporate Brand Identity consistent with the values and message you want to convey, you need a team of marketing Specialists with extensive experience—such as brand and corporate designers specialized in logo and brand kit creation.
Only this way can you find personalized, effective, and harmonious solutions across the various areas that brand identity encompasses.
If you are considering entrusting your company’s Brand Identity to an agency, don’t settle for just any solution—choose ROMI!
We are the first company in Italy specialized in service marketing.
Over the past four years, we have supported more than 230 Italian SMEs, helping them communicate their values through a flawless Brand Identity strategy.
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In this paragraph, we will explore the case studies of three prominent brands: Alfaplanner (Brand Identity), Electrip (Brand Identity with a company profile example), and Labitech (Brand Identity with a special box example).
These Brand Identity examples serve as models to understand how a strong, consistent, and intelligent strategy can help your company express its values and personality.
For Alfaplanner, we began with a logo redesign, creating more harmonious shapes and a more authoritative tone of voice through new fonts and a refreshed color palette.
We then handled the new website design, enhancing the user experience and making the interface more modern and aligned with the new Visual Identity.
Finally, we produced the updated company profile and several presentations for online events.
To celebrate Labitech’s 20th anniversary—an Italian software house specializing in software development, consulting, and training—we created a new version of their logo.
We maintained visual consistency in shapes and colors with the company’s official logo while highlighting the milestone event. The naming remained unchanged, while the payoff was updated to commemorate the anniversary.
For Electrip, we created a new company profile aiming to provide a detailed representation of the company and delivering useful information about its activities.
In terms of design, we adhered to the brand’s colors and style, while developing new visuals, artwork and an infographic system.
We produced both a digital and a printed version.
To avoid confusion, it is very important to properly differentiate Brand Identity and Logo.
The logo is a symbol composed of a combination of text and image (or just one of these elements) and represents the Visual Identity of your service company.
The logo appears on every element of your business: website, documents, images, photos, videos, and its purpose is to convey the brand’s values at a glance.
Brand Identity, on the other hand, includes all tangible and intangible elements (including the logo and color palette) that together define the brand’s identity, making you memorable and instantly recognizable to your audience.
While a well-executed Brand Identity strategy allows you to build a strong relationship with your customers and increase the perceived value of your company…
An inconsistent Brand Identity that does not align with your brand and values may drive customers away and benefit competitors.
However, creating an effective Brand Identity is far from simple and requires a deep understanding of your company, your market, and Service Marketing.
Service Marketing is the specialized branch of marketing that focuses on strategies specifically suited for selling and promoting services.
ROMI is the first agency in Italy specialized in Service Marketing. Over the past four years, we have supported more than 230 Italian service SMEs, helping them communicate their values through a flawless Brand Identity strategy.
Our goal is to help you achieve your business goals. To do this, we provide an outsourced marketing team led by a marketing manager, along with specialists who manage your marketing activities month after month.
For example, you will have access to brand and corporate designers specialized in logo and brand kit creation.
If you want to strengthen your brand identity, improve your market positioning, and increase your company’s value, trust ROMI to build or update your brand identity. Request a free consultation with us!
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Romi S.r.l.
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Via Idrisi, 1
94100 Enna (EN)
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