Branding and identity

 Thousands of years ago tribes made symbols and flags to be distinguished. Is this branding? The answer is branding is human perception and the unconscious message in the brain when human visualises or hears a symbol, code or a name. In this scenario a flag may trigger human responses in terms of enemy, friend, prosperity, neighbours and so on. Perhaps today even children from very early age start the observation and analyses of the symbols, as a clear example a child can define some attributes when seeing a pirate’s flag in cartoon.

The design of logo or flag was the starting point of what we call the brand identity in today’s world. When a particular logo is visualised it will trigger the human intellect and goes through the deepest psycho analysis in a fraction of second, and generates responses in terms of emotions or actions.

Although the beauty and the design of a logo can be objective, a successful brand will introduce the logo as an identification tool to set of characteristics and properties of the system. This system can be a country, political party, organisation, company, product and unfortunately even human race.

To create a Power Brand, we define a set of attributes and properties with the brand identification tools which can be logo, slogan, product, trade mark, company name, musical tone, combination of patterns and colours. Where and how we define this set of attributes depends on your target market and the type of response required from the target market. In this article we will not give any definition for the marketing, but try to clarify the excessive marketing strategy that destroys a brand, through a case study.