BRAND identity is the unique mix of a brand's visuals, beliefs, and messages that give it its personality and look.
It's more than just the image; it's how people think about and feel about a brand, which affects how well they remember, trust, and stick with it.
Brand identity is basically how a brand showcases its unique qualities, tells its story, and connects with people in ways other than just selling goods or services.
In this instalment, given that we are in the festive holidays, we reflect on brand identity management and take a leaf on how Coca-Cola managed to create a strong brand identity pivoting on a sense of community and helping to shape the stature of such commemorations, especially as it relates to the Santa Claus, not that it created to the concept.
Still, it took it to another level, and by doing so, it elevated its brand stature and identity to its own league. Through its famous logo and the standard red and white colour scheme, Coca-Cola makes the company stand out.
The celebration images are linked to happiness, family, and community. The business has created a visual identity that makes people feel good and makes cultural connections.
Before we take a deep-dive analysis of Coca-Cola’s pivoting on the Christmas celebrations, we want to highlight the importance of brand identity.
Brand identity is essential for several vital reasons that all contribute to the success and longevity of a business:
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Connects emotionally with customers: Brand identity affects more than just the goods; it also shapes the emotional experience, building stronger relationships and loyalty by matching customers' values.
Builds trust and credibility: A consistent, well-thought-out brand personality builds trust by making a company seem reliable, encouraging loyalty and long-term customer relationships.
Being unique in a crowded market: Brand Identity is a unique mix of visual and emotional aspects that help it stand out and get people's attention.
Aids in brand recognition: The visual parts of brand identity, like colours and images, make it easier to recognise and remember, which increases the chances of being chosen in fast-paced markets.
Consistency and setting standards: A brand's identity acts as a promise, setting standards for quality and experience. Consistency builds trust and dependability.
What affects consumer behaviour: Colours, messages, and other strategic parts of a brand's personality affect how people think about and choose a product, as well as their advocacy for that product.
Having noted the forgoing the story of Coca-Cola and how its identity stands tall, especially during this festive season, is instructive on how a firm whose primary product is an ice-cold beverage, which is not precisely what people dream of during a typical day, took a significant risk when they came up with the notion of tying Santa Claus with the identity of the Coca-Cola brand.
On the other hand, since the company's inception, Coca-Cola has made a concerted effort to connect its brand with concepts of community, joy, and joyful emotional experiences.
Over a century, Coca-Cola's advertising campaigns have promised that people will experience joy whenever they open a Coca-Cola bottle.
As a demonstration of such efforts and in contrast to many other businesses, Coca-Cola has never altered its logos to preserve the image of a reliable and well-known firm that embraces the future while retaining the same core values.
This is why the connection between the Christmas holidays and Coca-Cola was such a huge success.
Santa Claus was something that perfectly matched their sense of reverence for the past and for the traditions that their family has always followed.
Because millions of businesses are attempting to separate themselves in the market, it is essential for anyone who wants to differentiate themselves from their competition to have a powerful brand identity.
To establish an effective brand, it is essential to have a clear understanding of the long-term values and the reputation that you wish to develop with the people who are your target audience.
Once this is made abundantly evident, you should allow your brand to speak for itself and act as the representative of these principles.
When positioning their brand in the way they want it to be perceived, businesses frequently rely on social media in this digital era and tend to lose the sense of their core values.
In certain instances, it triggers the limitations of AI.
This year, Coca-Cola experimented with AI in a Christmas video meant to pay homage to a legendary Coca-Cola ad released in 1995.
Users criticise a Christmas AI-generated commercial and describe it as "soulless" and "devoid of any actual creativity."
The lesson is that no matter how much technology advances, in this case AI, there is still a human agency to retain the emotional connection and creative juices.
However, in the long run, we take lessons on how the brand prioritises providing its target consumers with stories that are both beautiful and inspiring consistently, which can help you create relationships with them, which will stir their emotions and, as a result, foster brand loyalty.
To establish an effective brand, it is essential to have a clear understanding of the long-term values and the reputation that you wish to develop with the people who are your target audience.
Once this is made abundantly evident, you should allow your brand to speak for itself and represent these principles.
Till then, think, eat, sleep and dream branding!
- Dr Farai Chigora is a businessman and academic. He is a Senior Lecturer at the Africa University’s College of Management and Business Sciences. Chigora is also a global business modelling practitioner. His doctoral research focused on Business Administration (Destination Marketing and Branding Major, Ukzn, SA). He is into agribusiness and consults for many companies in Zimbabwe and Africa. He writes in his personal capacity and can be contacted for feedback and business at fariechigora@gmail.com, www.fachip.co.zw, WhatsApp mobile: +263772886871.
