ABSTRACT
The identity of a brand is the core of what the brand actually is, i.e. the brand’s own personality. The brand identity reflects the core values of the brand. A distinction can be made between the actual identity of the brand (as perceived by stakeholders) and the identity desired by management. This desired identity is certainly of great importance for the development of a positioning strategy: positioning is aimed at bringing the image of the brand with the target group in line with the desired identity of the brand. Obviously, the desired identity cannot differ too much from what the brand actually has to offer. After all, you cannot promise the consumer something you cannot deliver.
A condition for success of a brand is that the activities of that brand are based on a sustainable competitive advantage. This is the case if the brand meets a consumer need and if the strengths of the brand are based on resources that the competitor does not have or has to a lesser degree. A well-chosen identity succeeds in communicating this. With a well-chosen identity, the brand can therefore distinguish itself from the competition. In this chapter we have set four essentials for a carefully chosen brand identity:
Relevance: the brand must be embedded with brand values that are relevant for the target group (and for other stakeholders).
Distinction: there must be a brand identity that is distinctive from competition.
Based on strength: the brand’s identity and the associated brand values must come from the competences (core resources and capabilities) of the organization.
Consistency: the underlying brand values must reinforce each other.
Expressing an identity is more than just communication. The identity of the brand is a conviction that must be expressed in all activities of that brand. You cannot promise anything if you cannot deliver it. This has as a consequence that the identity of the brand must be deeply rooted in the organization, and that it has to be experienced as such by all employees of the company.
A final point that is emphasized in this chapter is the stakeholder. Marketers are naturally inclined to focus their attention on the consumer. But the identity is not only of interest to the consumer in the target group. We emphasized in this chapter that the brand identity must be communicated to all stakeholders relevant to the brand.
