Author: Giorgia Piccolo
Date of Publication: 23/09/2022
The relevance of visual identity in brand positioning
Managing a brand means understanding the relevance of the brand's visual identity. An established visual identity offers 5 semiotic advantages to brand positioning:
Acquisition of a market share - that is, establishing who are the competitors and your subsequent positioning
Launch of new products - building a visual identity recognizable by the public is fundamental for inserting new products into the market
Brand loyalty - if the consumer attributes distinctive qualitative characteristics to a certain brand, they will pay the regular price for a product of that brand even in the presence of other, more economically advantageous proposals
Brand naming and product differentiation - the naming of a brand makes the brand and its products recognized in the market
Building a visual identity reassures the consumer of his choice - the consumer draws on the archetypes of trust and security of a brand that have formed over the years so as to not question themselves in the face of every purchasing decisions they make
The functions of the brand
The branding action illustrated so far allows the brand to perform 8 fundamental functions for the buyer and for the company itself:
The function of practicality - the ability of a brand to summarize the product's characteristics
The protection function - the ability of a certain good, product, or service to act as a signaling element of belonging to a certain company
The capitalization function - this happens by making specific values attributable to the company settle in the public
The orientation function - the ability to orient the public's choice of products, goods, or services within an unfamiliar product category
The playful function - the ability of a brand to influence the purchase thanks to an emotional stimulation in the customer
Guarantee function - the ability exercised by a brand associated with a good, product, or service to encourage credibility on the part of the customer
The self-expression function - occurs when a brand can be relevant within a social group by becoming an identity element
Positioning function - this occurs when the above seven functions are applied correctly
The positioning of a brand therefore works in terms of:
Technical and qualitative attributes of the product
Practical and aesthetic benefits
The target of a reference
When these three elements are well balanced, brand positioning reaches its maximum success.