As stated by Karl Lagerfeld, a brand identity can be seen from the signs (logo), colors, slogan/tagline and attributes used. They are very important to a brand because they make the brand easily recognized by the public. Moreover, it is the identity that differentiates a brand from the competitors.
The Nike brand that is very well-known for its sports shoes and equipment managed to make the logo at the public’s top of mind. The Nike Swoosh represents its brand as something strong and tough with the fiber material designed to improve foot comfort upon wearing. The next important factors are the colors red and white. Red means passion, energy, and joy while white symbolizes nobility, fascination, and purity of Nike.
Now, the brand identity is not only seen from the outer part, but also from the whole business of the brand like Nike that excels in sportswear. A complete identity about the long journey of the brand, the discovery of the brand characteristics in public eyes, as well as trust and satisfaction, are formed naturally.
In addition to the overall characteristics, identity has a big hand in all aspects of the brand including, among others, all the achievements and the stability of the brand. To maintain its identity, all Nike’s grand designs require research on various aspects including the consumers’ preferences and desires and the intended target specificity. These factors help Nike to go ahead more smoothly without obstacles than its competitors.
So to build a brand identity, there are a lot of aspects to consider in order that the delivery of the brand identity will be clearly seen and recognized by the public.