Unique Brand Elements Lead to Success
Brand Elements are keys to brand identity and differentiation. Positively unique would create an inimitable brand differentiation, which is in turn influence a company’s ability to build awareness and image for a brand and, consequently, have a direct impact on the degree of positive brand equity that can be established.
All brand elements like names, logos, symbols, characters, slogans, URLs, jingles, packages, colour and sound effects are crucial to craft brand capabilities in the competitive market. Brand elements uniqueness is a great edge in the initial building of brands, which is also a great source to make the brand stand out from the beginning of the brands’ launch.
Kevin Lane Keller, author and marketing professor, in his famous textbook “Strategic Brand Management – Building, Measuring and Managing Brand Equity” has explained six general criteria, which should govern a firm’s choice of brand elements. First, an element should be memorable, or easy to recognise and recall. Second, an element should be meaningful, or descriptive, persuasive, inherently fun and interesting, and rich in visual and verbal imagery. Third, an element should be likeable to consumers, in an aesthetic sense and in an emotional sense. Fourth, an element should be transferable within and across product categories, and across geographical and cultural boundaries. Fifth, an element should be adaptable, or flexible, and capable of being updated over time. Sixth, an element should be protectable, both legally and competitively.
Although all brand elements are crucial but the most important is the naming the brand as it is the central theme around which the brand is evolved.
Alex Frankel in his famous book “Wordcraft: The Art of Turning Little Words into Big Business” explained expert opinion that brand names can be an extremely effective shorthand means of communication.
The importance can be judged by the fact that TVC may last 30 seconds or print ad can last the whole day but any consumer of the brand can note within the first five seconds of their first encounter with any brand is the name of the brand and meaning associated with.
The brand name is tied to the product in the consumers’ minds and once coined the name it is near to impossible for the marketers to change this brand element.
Naming the brand is art or rather fine art. It has required scientific guideline and procedure to follow. Naming guidelines demands simplicity and ease of pronunciation and spelling, familiarity and meaningfulness and differentiated, distinctive, and unique. The naming procedure is to define objectives, generate names, screen initial candidates, study candidate names, research the final candidates and to finish select the final name.
In the brand building the brand identity is not depending on some particular brand element but in fact, the brand identity is a mix of all brand elements. Similarly, cohesiveness of the brand identity is based on the consistency of the brand elements. It is a delicate mix and match of each brand elements to gain maximise brand equity as relying on one particular brand element is not a good strategy to build brand identity.