Here’s a short story that explains what brand identity is, without the excessive use of corporate jargons- so that the average person will have an easy-to-understand introduction about world of design and how a consistent brand can be beneficial for making connections. This is the season of love, and we are right around the corner from Valentine’s Day, so it feels right to translate concept of brand identity into a love story.
The main character is a guy named Sam. He’s in love with a beautiful girl, Diana. The problem is that a lot of guys are attracted to Diana, there’s a lot of competition. Enter- Jonas, the star athlete; Rene, the French Casanova; and Grant, the billionaire. Sam is not as athletic as Jonas, romantic as Rene or as rich as Grant. He’s just an ordinary guy who is in love and is determined to win Diana’s heart.
Sam and Diana were classmates throughout school and it was during these early-life time periods that he fell in love at her. During a group project for class Sam became friends with Diana. They spoke to each other about a wide range of topics, giving Sam the opportunity to learn more about Diana’s interests and goals in life. He always looked for ways to cheer her up whenever she felt lonely.
Jonas, the captain of the football team regularly invited Diana to watch his games so that he can impress her with his athletic skills. Rene gave Diana roses and chocolates and talked to her with his smooth French accent. Grant, in his sleek black Volvo XC60, stopped by her house every weekend.
Not long after they graduated from school, Sam mustered the courage to ask Diana out on a date. And Diana gleefully accepted Sam’s invitation. During one of their dates, Diana told Sam that shes always liked him and that she wasn’t really interested in the other three guys. She thought that Jonas was an arrogant jock, Rene was a con-artist and Grant was a vain sheltered child. She liked Sam because he was the sincere boy-next-door that she had always dreamed of. She appreciated how Sam was genuinely interested in understanding her. They fell in love with each other and later in life got married.
In the allegory; Diana, translates to the market, the people, the customers. She is us every time we see advertisements and signage. Sam and the three other suitors are the companies competing for market share. Each has his own marketing strategies to attract Diana. Jonas displayed his physical prowess, Rene used his alluring words, and Grant put forth his luxurious flair.
Brand Image would translate to how Diana perceived Sam– the sincere boy-next-door that she always admired. Sam, the company, differentiated himself from the other three suitors because he did his research and provided the market with her needs. By consistently being around her, Sam won the market and was able to refine his brand. A company’s Brand Identity is like a love story. Wishing you all a Happy Valentine’s Day.
Written with love
–Jesus Blanca Tinapay III