What is Brand Engineering and why it is so important today?

The internet is replete with DO’s and DON’Ts for businesses to become brands. The instructions cover everything and anything that involves creating a brand, be it logo designing or the look and feel of the website.

Agencies have their content and design teams ready with their gears to implement and execute any rising trend to make the most of it. However, they are missing an important point. To build brands, they must adapt and understand the motivation behind their customers’ buying behavior.

Brand engineering is by no means a jack that works overnight in one’s favor. It is a continuous process that keeps evolving a brand to a better and more vital position.

-Brand Profiling

Developing a brand identity begins with the articulation of a brand profile. A brand profile details the more nuanced aspects that the beginner brand must keep in mind.

• Purpose – A purpose defines the bigger picture behind a brand’s existence. The goals and reasons that motivate the brand to exist and deliver.


• Story – A story that joins the dots, that explains the idea about how it all began. Everyone wants to hear a story with relatable points and an extraordinary take at ordinary situations of life that led people to their successful business venture.
  
  We all love to hear how Facebook started it small, how technology came to the rescue of a bullied Elon Musk.


• Mission and Vision – Vision and mission statements are not merely an assemblage of abstract words, but the guiding points of a brand’s life cycle. As brands cover their milestones, the vision and mission statements get re-defined too.


• Segment, Target, Position your Attack - People who believe that they can direct their marketing campaign at everyone are thoroughly misguided. Marketing communication must be targeted towards a segment of the audience that is most suitable to position your offerings.


• Target Audience – To define the target audience market research is a fundamental requirement.
  
  Good market research helps brands understand who their competitors are, what product qualities shall be used by them to discern themselves from established players in the market and design their buyer persona.


• Consumer Persona - A buyer persona is a fictitious character with defined demographics, psychographic traits, and other aspects that are crucial for the brand to figure out.
  
  This persona is then used as the target audience to market product and services with various campaigns, Ads, posts to capture the buyers’ attention.

-Brand Identity

Brand identity is the tool of shaping and sculpting the brand’s perception as envisioned in its profiling. The elements of brand identity are:

1. Logo
2. Tagline
3. Colour Pallete
4. TypeFace
5. Graphics and Imagery

• Logo

A logo consists of a logotype [name] and symbol, but some brands are good to go without either a name or a symbol. For example, Nike, Apple, Starbucks, and Titan are recognizable simply by their symbols alone.

This brand recognition fulfils the main motto of having a logo. The other two reasons are to differentiate you, identify you. And even the logo should be consistent with the image and perception a brand is trying to create.



• Tagline

A tagline captures the overall purpose of a brand in a short phrase. Sometimes a brand doesn’t need a tagline and those who have it, don’t serve the purpose.

Though a short phrase, a tagline is responsible to represent your business motto everywhere you mention your brand, in advertisements, promotions. It takes good research, creativity to come up with a tagline that fits.



• Colour Pallete

The blue tinge of Nivea or the blue of Facebook, red of Red Label, or the red of Coca Cola – are the colors that are the same yet so unique and distinct in their hues and brilliantly embedded into a brand’s identity that they speak on behalf of the brand itself.

A brand’s colour palette must be consistent across and throughout its packages, commercials and who knows it becomes the crux of your marketing strategies itself.

Here’s a short guide to give give you a brief insight on the color psychology.


• Blue : Loyalty, Trust, Security (possibly now you understand why most Banks and financial institutions have blue color)


• Red : Excitement, Energy, Passion


• Green : Serenity, Tranquility, Nature


• Purple : Royalty, Luxury, Ambition, Spirituality


• Orange: Optimism, Warmth, Confidence, Bravery, Success


• Yellow: Joy, Fun, Warmth, Clarity


• TypeFace, Graphics and Imagery

Brands usually overlook and do not plan the font as seriously as their logo or colour palette. A font also bears significant effect on the personality of the brand.

The size of the font, the gap between words, multiple fonts for multiple occasions, the words that you want to stand out from the others. A professional designer has to go through these and even a more detailed thought process to develop appealing typography.

Graphics and imagery are the micros and macro elements of brand’s identity extending to their brochure, annual reports. It can be the very extension of their logo or any element that is identical to the brand name.

The visual identity branding of a business is a well-researched and well-executed cohesive outcome of all the elements mentioned above. Remember, it’s not what the customer think but what they feel matters the most!

-Brand Awareness

Brand awareness is the extent to which people recognize your business, your products, and your services. Brand awareness begins with building a positive brand image.

However, developing a brand and a positive image is not fortnight work. People must enjoy the quality of your offerings, must find your social media updates engaging and unique.

Some brands are so good with their social media skills that people anticipate their posts wholeheartedly. Though big businesses might find configure faster ways to build brand awareness, small businesses can land big opportunities with some assistance from agencies with core brand branding skills.

The team of Kraft Concept comes up from varied backgrounds which help the team to understand the varied requirements of every kind of business. We also understand the efforts that it takes to build a positive brand image internally and externally.

We help clients resolve complex business problems using the power of technology, our experience and creativity. Businesses trying to position or reposition themselves or seeking to revamp their brand identity may check our offers here.