Considering Two Important Aspects of Brand Strategy Brand Identity and Brand Positioning

By: Raj Patil


Any effective brand strategy comprises of two most important elements brand identity and brand positioning. On one hand, identity designing implies expressing a brand in a powerful and compelling manner; on the other hand, positioning a brand refers to uniquely presenting the organization, product and service to have a strong impact in the minds of the consumers and stand out distinctly in the competition. Both are important aspects of creating a successful brand strategy and it is imperative for any organization to critically evaluate its effectiveness.

Brand Identity Design

Brand identity design is not merely about creating a unique and appealing logo for the company, product or service. It is about creating an inspiring, relevant and distinct identity that impressively expresses the brand in an impactful and compelling manner. It is an identity, a visible symbol that distinctly represents the core values of a brand and how it is unique from its competition. Creating an appealing and relevant design has the power to make your brand more visible, competitive and differentiated. Hence, it is important for the design to ideally bring alive the brand strategy and improve the image of the product or service in the most impressive manner.

The process of a brand design is vast and complex, and demand unmatched professional expertise, strategic planning, and creativity. It encompasses diverse visual aspects that make the brand stand out with a unique appeal, style and imagery. Creating a visual identity includes designing stationery, ID cards, design templates, custom website, email signature, brochures, and other applications. However, implementation of brand identity and creating a strong visual appeal demands unmatched professional expertise, innovation, and creativity. It is always a smart way to choose a company that not only facilitates strategic design planning but also implements the same across different medium.

Brand Positioning and Its Importance

It is the strategy to position a business, product and service in line to its respective category and environment. Unless a brand is well-positioned in the market, and of course, in the minds of the customers, it fails to derive a value for business. For any brand, it is important to gain a strong foothold and visibility in the market segment that it caters to derive maximum sales and revenues, with increased awareness and brand loyalty. For this, an effective brand positioning strategy is most important.

There are several factors to consider in positioning a brand competition, market segment that it caters to, consumer buying behavior and demographics, social perceptions and beliefs that strongly impact the purchase decision. All these factors help in determining where and how best the brand can be positioned to achieve maximum exposure, expression, and effectiveness. At times, re-positioning or de-positioning a brand to cater to changing needs of evolving market environment and consumer behavior is also important. For most effective results, it is imperative to choose a professional company that provides comprehensive services in brand positioning strategies and implementation.

No wonder, effective planning and implementation of identity design and positioning strategies can result into a good brand strategy.

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Consider the importance of brand identity design and effective brand positioning strategy to create a powerful and compelling brand that stands out from the competition.

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