# How to Build a Successful Brand Identity: Types and Strategies

![Brand](https://www.investopedia.com/thmb/go9m8MQCRnEcOkLIztgjA-z0cGs=/1500x0/filters:no_upscale():max_bytes(150000):strip_icc()/Brand_Final-abd82e41a63647e08d1ec361cab206e7.jpg)

*— Candra Huff / Investopedia*

## What Is a Brand?

A brand is a product or a business with unique products and services that distinguish a company's identity among competitors. A brand is created through design, packaging, and marketing that create the uniqueness. A successful brand communicates qualities that resonate with consumers, giving it a competitive edge over others in the same industry.

A company builds [brand equity](https://www.investopedia.com/terms/b/brandequity.asp) through its efforts, which is the value the brand adds. Due to the value a brand can add, many companies apply for and receive [trademarks](https://www.investopedia.com/terms/t/trademark.asp) to legally protect their brands.

### Key Takeaways

*   A brand is more than just a logo or company name; it's the unique identity that differentiates a product or service from competitors, effectively communicating its value and purpose to consumers. This distinction can significantly impact brand equity and the overall success of a business.
*   Trademarks play a critical role in securing a brand's identity, preventing others from using the same or similar features, and ensuring that the company's unique elements remain exclusive and legally protected.
*   Effective brand marketing keeps a company's identity at the forefront of consumers' minds, particularly during decision-making moments, thereby reinforcing the brand's value and boosting both sales and customer loyalty.
*   Whether for corporate, personal, or product branding, the goal is the same: to create a memorable and positive image in the target audience's minds. This involves consistent messaging, design, and promotion strategies tailored to the desired identity.
*   The brand concept has evolved from ancient practices of craftsmen marking their goods to modern strategies involving logos, slogans, and advertising, reflecting the longstanding significance of distinguishing products and companies in competitive markets.

## Diving into Brand Identity: Key Features and Examples

A brand is a specific feature that identifies a company's products and services. This feature can be a name, slogan, logo, or design. Some common examples include the Nike swoosh, the Golden Arches, or the Maxwell House slogan "Good to the Last Drop." When you see or hear these, there's a very good chance that you'll identify the company and its products and services.

Companies spend a significant amount of time and money developing and maintaining their brands, which is why there is a great deal of research and marketing involved. Once established, companies seek legal ways to protect their brands, such as [trademarks](https://www.investopedia.com/terms/t/trademark.asp), as they become valuable assets.  

Brands convey a message that a product is more effective, easier to use, better tasting, cheaper, classier, hipper, or more environmentally sound than its competitors. This is especially challenging when the product has cheaper alternatives. For instance, Advil is a brand name for ibuprofen. Through effective advertising and packaging, its [parent company](https://www.investopedia.com/terms/p/parentcompany.asp) attempts to convince consumers that Advil’s ibuprofen is a better choice than the cheaper generic versions.  

Newer brands face a great deal more urgency in establishing themselves with consumers. To build customer loyalty, a brand needs to convey how it can deliver its product, whether it is making it enjoyable to buy, functional, valuable, and memorable to customers. A core part of building a brand is understanding the customer base to know how to deliver each of these aspects.

## Mastering Brand Marketing: Strategies for Success

Successful [marketing](https://www.investopedia.com/terms/m/marketing.asp) keeps a company’s brand front and center in people’s minds, at least at the moment of decision-making. That’s why the brand is considered to be one of a company’s most valuable and important [assets](https://www.investopedia.com/terms/a/asset.asp). It carries tremendous monetary value, affecting both the [bottom line](https://www.investopedia.com/terms/b/bottomline.asp) and, for public companies, [shareholder value](https://www.investopedia.com/terms/s/shareholder-value.asp).

A company can become inseparable from its brand. [Coca-Cola](https://www.investopedia.com/articles/markets/112515/how-does-cocacola-actually-make-money.asp), the soft drink, is synonymous with the company itself, even though the company now owns Schweppes, Dasani, and Hi-C, among hundreds of other brands.  

### Why Trademark?

Trademarks identify exclusive ownership of a brand and its associated marketing tools. [Registering trademarks](https://www.investopedia.com/articles/investing/111014/patents-trademarks-and-copyrights-basics.asp) prevents others from using substantially identical products or services without permission.

## Historical Evolution: How Branding Became a Critical Marketing Tool

The concept of branding may go as far back as 2000 B.C.E. when merchants began considering how they could sell their wares more effectively. Merchants in ancient Babylon developed sales pitches to lure in customers. Craftsmen branded or carved symbols on their merchandise to indicate their origin. Tavern owners hung attractive signs outside.

The word branding for product marketing might have come into use in the 19th century when Western cattle ranchers started using hot irons to mark their livestock with the ranch’s initials or a symbol. Their initial purpose was less marketing than protection from cattle rustlers, but the association stuck.

Branding as mass marketing took off in the 19th century, as sellers of products like flour began thinking about ways to distinguish themselves from their competitors.  

## Building a Memorable Brand

When a company seeks to define its public image, it first must determine its brand identity or how it wants to be viewed by the public. The goal is to make the brand memorable and appealing to the target consumer, whether that is hip single people, couples with small children, or affluent retirees.

The company may use a design firm or logo design software to come up with ideas for the visual aspects of a brand, such as its logo. A successful brand accurately portrays the message or feeling that the company wants to get across. This creates [brand awareness](https://www.investopedia.com/terms/b/brandawareness.asp), meaning people recognize the brand and its offerings.

Once a brand has created positive sentiment among its target audience, the firm is said to have built brand equity. Some firms with brand equity and very [recognizable product brands](https://www.investopedia.com/ask/answers/020915/what-are-some-examples-companies-or-products-have-outstanding-brand-equity.asp) include Disney, Coca-Cola, Ferrari, Apple, and Nike.

If done right, a brand results in an increase in sales not only for the specific product being sold but also for other products sold by the same company. A good brand engenders trust, and, after having a good experience with one product, the consumer is more likely to try [another product related to the same brand](https://www.investopedia.com/terms/p/product-family.asp). The phenomenon is known as [brand loyalty](https://www.investopedia.com/terms/b/brand-loyalty.asp).  

> **Important**
>
> Consumers buy brands that reflect their values. A brand’s social responsibility efforts are important to 64% of consumers, market research company Leger reported in 2022.

## Exploring Brand Varieties: Understanding Different Brand Types

The type of brand used depends on the entity using it. The following are some of the most common forms of brands.

### Corporate Brands

Corporate branding is a way for companies to enhance their reputations and distinguish themselves from competitors in their industries. The company’s pricing, mission, and [target market](https://www.investopedia.com/terms/t/target-market.asp) all reflect the corporate brand. The goal is to define their personalities, purpose, and values. As noted above, corporations commonly use logos, slogans, imaging, style, and messaging as tools to convey their brands.

Some of the most notable examples of corporate branding include Google, Apple, Nike, Tesla, and [Starbucks](https://www.investopedia.com/articles/markets/021316/how-starbucks-makes-money-sbux.asp). Not only have these companies built up product brands, but they've also managed to use promotions, slogans, and other tools to boost their names in the market.

### Personal Brands

[Social media](https://www.investopedia.com/terms/s/social-media.asp) enabled ordinary people to become influencers. Their financial success depends on their ability to create [a brand that attracts an audience](https://www.investopedia.com/who-is-mrbeast-11701017) that certain advertisers want to reach. Personal brands are built through social media posts, sharing images and videos, and conducting meet-and-greets.

The Kardashian family members developed brand value after gaining popularity from their long-running reality show. Collectively and as individuals, they have used their name to successfully launch media and modeling careers, spinoff shows, cosmetics, perfumes, and clothing lines.

For instance, [Kylie Jenner](https://www.investopedia.com/kylie-jenner-net-worth-7569856) sold 51% of her makeup line, Kylie Cosmetics, to Coty for $600 million in 2020. This was largely due to the success of her social media presence, which stood at 397 million Instagram followers as of September 2024.

### Product Brands

Introducing a new product or supporting an existing product involves creating and maintaining its brand. Branding a product starts with [market research](https://www.investopedia.com/terms/m/market-research.asp) and identifying the right target market.

Some companies create a [master brand identity,](https://www.investopedia.com/terms/m/masterbrand.asp) like Virgin Group, which spans hotels, telecoms, and airlines, all under one identity.  

### Top Global Brands 2023

The top five global brands in 2023 were Apple, Microsoft, Amazon, Google, and Samsung, according to a ranking by Interbrand. Microsoft’s score was up a big 14% year over year.

## Unlocking Value: The Advantages of Strong Branding

Creating a brand provides numerous benefits to a [corporation](https://www.investopedia.com/terms/c/corporation.asp) or an individual. A clear brand message can create emotional connections with customers, leading to unique relationships. The companies rely on these customers to help draw in others. This helps companies build trust and credibility that give them a competitive edge against the competition.

It also helps companies introduce [new products](https://www.investopedia.com/financial-edge/1110/5-companies-that-changed-their-core-products.aspx) and services. Consumers remain loyal to brands they know, trust, and have relationships with. That makes them more likely to spend when new products are released, even if they’re more expensive.

[Apple](https://www.investopedia.com/how-apple-makes-money-4798689) is a classic example. The company built a hugely loyal customer base that is willing to overlook the higher price tag associated with an iMac, MacBook, iPad, or [iPhone](https://www.investopedia.com/articles/investing/022316/economics-iphone-aapl.asp) because of their loyalty to the brand. Its customers don’t hesitate to replace their existing Apple gadgets with new Apple gadgets as the company releases them.

## Brand Examples: Case Studies and Lessons Learned

Companies use brands to give consumers reasons to buy their products over those of their competitors. We've highlighted several examples of major brands above, but here are two more.

Introduced in the 1950s, the Good Hands® Beacon and the slogan "You're in good hands®" have become synonymous with Allstate. They suggest that the company's insurance customers can count on it being reliable and competent when they need its help. Its commercials reinforce the message.

Other slogans may be harder to translate but are an intrinsic part of a brand’s identity. For example, the slogan for Kellogg’s Rice Krispies has been “Snap! Crackle! Pop!” has been around since the 1930s. The idea is that the cereal adds a pleasing sound to your breakfast while evoking images of the cheery elves that serve as its spokespeople.

## What Does Brand Mean in Marketing?

A brand is a product or service that has a unique and immediately recognizable identity that distinguishes itself from others in its industry. The consumer associates the product name, label, and packaging with particular attributes such as value, quality, or tastefulness.

A cough drop is just a cough drop. But when you go to buy a bag of them, you might choose Ricola, Luden’s, or Beekeeper’s Naturals at least in part based on the brand message that you have received.

## What Is Brand Equity?

Brand equity is the commercial value of a product’s reputation to the company that owns it. A company’s price may be determined by adding up the value of its buildings, inventory, and equipment. But its value increases if the company owns one or more brands that have attained a solid reputation with consumers.

## Can Great Brands Last Forever?

A select number of brands have lasted for centuries, such as Stella Artois, which dates back to 1366. The Chevy Suburban traces back to 1935, and remains a car brand that is still in circulation today.

At the same time, some of America’s greatest brands have died. They may have failed to keep up with the times, or the businesses that owned them may have mismanaged them.

BobVila.com lists these brands, all of them once household names, that have vanished: Borders, Pan American, F.W. Woolworth, Toys R Us, Blockbuster, Tower Records, Compaq, Oldsmobile, and Howard Johnson’s.

To be fair, Toys R Us made a comeback in 2022 as a store-within-a-store at Macy’s locations.

## The Bottom Line

When we hear the word "brand," most of us think of a logo, slogan, or other identifiable mark. A brand is more than just a logo or slogan; it's an intangible concept that encompasses a product's unique identity and market recognition.

A company's brands are some of its most valuable assets. That's why companies do extensive research before launching a new product, along with identifying its target market. From there, every aspect of its content, design, and marketing is tailored to the brand identity that they want to create for that market. A well-executed brand strategy can lead to brand equity, resulting in increased sales, customer loyalty, and a competitive edge.

Due to the effect a well-known and trusted brand can have, it's essential to protect it through legal means such as trademarking.

> **Article Sources**
>
> 1.  London College of Contemporary Arts. “[History of Branding](https://www.lcca.org.uk/blog/education/history-of-branding/).”
>     
> 2.  Course Sidekick. “[Product Packaging and Branding](https://www.coursesidekick.com/business/study-guides/boundless-business/product-packaging-and-branding).”
>     
> 3.  Leger "[Consumer Trends 2022: Corporate Social Responsibility and Consumer Activism](https://leger360.com/en/consumer-trends-2022-consumer-activism/)."
>     
> 4.  Coty. "[Coty and Kylie Jenner Announce Strategic Partnership To Expand Beauty Brands Globally](https://www.coty.com/news/coty-and-kylie-jenner-announce-strategic-partnership-to-expand-beauty-brands)."
>     
> 5.  Instagram. "[KylieJenner](https://www.instagram.com/kyliejenner/?hl=en)."
>     
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>     
> 7.  Interbrand. “[Best Global Brands 2023](https://learn.interbrand.com/hubfs/Best-Global-Brands-2023-Report.pdf).” Pages 5, 81.
>     
> 8.  Allstate. "[The Good Hands: How a Pivotal Family Moment Inspired Allstate's Longstanding Symbol of Protection](https://www.allstatecorporation.com/stories/good-hands-logo-slogan.aspx)."
>     
> 9.  Kellogg's Rice Krispies. "[Our History](https://www.ricekrispies.com/en_US/our-story.html)."
>     
> 10.  Stella Artois. "[It’s All in the Name](https://www.stellaartois.com/heritage)."
>      
> 11.  MotorTrend. "[Chevrolet Suburban Timeline: Hits and Highlights From America’s Longest-Lived Nameplate](https://www.motortrend.com/features/chevrolet-suburban-history-timeline-photo-gallery/)."
>      
> 12.  Bob Vila. “[9 Iconic American Brands That No Longer Exist](https://www.bobvila.com/slideshow/9-iconic-american-brands-that-no-longer-exist-52502).”
>      
> 13.  Digital Commerce 360. "[Toys R Us Is Opening Shops in All Macy's Stores](https://www.digitalcommerce360.com/2022/07/22/toys-r-us-is-opening-shops-in-all-macys-stores/)."