A brand identity represents how a company wants to be perceived in the market and what it stands for, and implies a promise to customers. AVS focuses on building strong brand identities because of the significant bottom line impact that a strong brand identity provides.

Building a strong brand identity provides the following six benefits¹:

1. A strong brand identity commands a price-premium.
2. A price-premium creates the perception of quality, which supports the price-premium and establishes the brand continuum.
3. Perceived quality has been shown to positively affect customer usage–customers tend to select brands they perceive to be quality brands.
4. Perceived quality is the single most important contributor to a company’s return on investment. Going to market with a price-premium should result in healthier margins versus margins earned by lower quality, lower-priced competitors.
5. Customers relate value with quality. If one brand is perceived to be of greater quality than another brand, customers tend to perceive that the higher quality brand is a better value.
6. Perceived quality can be a point of differentiation.

Our Process
We begin building a client’s brand identity by blending a brand’s drivers, antes, and other associations into a short brand story. Next comes the challenge of properly expressing the brand story through the design of other tangible tactics, such as:

• New or revised logo design
• New brand name with word mark
• Corporate identity and graphic standards
• Web site design
• Search engine optimization strategy
• Web site strategy
• Other elements depending on client goals

These tactics are then incorporated into the Brand-Focused Marketing Strategy, where the comprehensive strategy is formalized.

Put our team to work on Building Brand Identity.