BRENITS CREATIVE BLOG: Insights on Brand Strategy
Beyond Logos: Exploring the Intangible Side of Branding
A company's identity extends beyond its visual representation, known as corporate identity, which contributes to brand recognition but represents only a fraction of the overall brand. The true essence of a brand lies in its intangible qualities.
Brenits Creative Exploring the Intangible Side of Branding

In branding, a company’s identity encompasses more than just its visual representation. While the visual brand, also known as corporate identity, is important in shaping brand recognition, it constitutes only a fraction of the overall brand. The true essence of a brand lies in its intangible properties, including values, purpose, tone of voice, beliefs, and strategy, among others. These intangible elements, accounting for 80% of a brand’s composition, are pivotal in its success and resonance with consumers.

Visual Branding: Shaping Recognition and Differentiation

When we think about visual branding or corporate identity, we envision visual elements such as logos, colors, typography, and graphic elements. These tangible representations serve as the face of the brand, enabling recognition and setting it apart from competitors.

A well-designed logo becomes visual shorthand, encapsulating the brand’s personality and values. Carefully selected colors and typography can evoke specific emotions and establish a consistent brand aesthetic. These visual elements act as vital touchpoints for consumers, anchoring their perception of the brand.

The Power of Intangibles: Beyond Visual Identity

However, a brand’s true power lies beyond its visual façade. It resides within the intangible aspects that shape its identity, making it truly remarkable. These intangible elements drive a brand’s personality, differentiation, and emotional connection with consumers. Although intangibles cannot be physically seen or touched, their impact is far-reaching and essential to building a solid and successful brand. For instance, a brand’s core values, mission statement, and culture are all intangible elements that influence its overall identity and success.

Values and Purpose: Foundations of Brand Identity

Values are the foundation of a brand’s identity. They define what the brand stands for, its moral compass, and the principles it upholds. Purpose, however, encapsulates the brand’s reason for existence, its mission, and the positive impact it seeks to create. A well-defined purpose guides the brand’s actions and resonates deeply with its target audience, inspiring loyalty and support. For example, Nike’s purpose is to “unleash human potential,” while its core values are innovation, authenticity, and sustainability.

Tone and Voice: Communicating with Impact

Tone and voice are crucial intangible elements shaping how a brand communicates with its audience. The tone sets the emotional tenor of the brand’s messaging, whether authoritative, friendly, or playful. Conversely, voice reflects the brand’s personality and helps create a distinct brand persona. Consistency in tone and voice across all brand touchpoints fosters familiarity. It strengthens the brand’s identity in the minds of consumers. This helps to create an emotional connection between the brand and its customers, as well as to differentiate the brand from competitors. Consistent tone and voice ultimately help create an influential and recognizable brand identity.

Beliefs: Forging Connections and Fostering Trust

Beliefs are another intangible aspect that plays a significant role in shaping a brand’s identity. They represent the brand’s core convictions and serve as guiding principles for decision-making. A powerful connection is formed when a brand’s beliefs align with its target audience, fostering loyalty and trust. Brands need to ensure that their beliefs are consistent with their actions. Otherwise, customers may become disillusioned and question the brand’s credibility.

Furthermore, brands must be willing to adapt their beliefs and values to keep up with the changing times and consumer expectations. This will help maintain a strong connection with their customers and ensure the brand is relevant and respected. Ultimately, customers should feel that the brand is genuinely committed to its values and beliefs.

Strategy: Guiding the Path to Success

Strategy is the roadmap that ensures a brand’s success. It encompasses the actions, campaigns, and initiatives to achieve the brand’s goals. A well-crafted strategy considers the brand’s positioning, target audience, competitive landscape, and marketing channels. It aligns all the intangible elements of the brand, ensuring a consistent and cohesive brand experience. It also helps build customer trust, create differentiation from competitors, and drive long-term growth. Ultimately, a well-crafted strategy is a key element for success. A well-crafted strategy should be flexible and adaptable to adjust to changing customer needs and market conditions. It should also be measurable, so it can be evaluated to see if it achieves the desired results.

The Delicate Balance: Harmonizing Visual and Intangible Aspects

Crafting a brand that resonates with its audience requires careful attention to both the visual and intangible aspects of branding. It demands the creation of a visual identity that encapsulates the brand’s essence while ensuring that the intangible elements are appropriately defined and consistently expressed. This is important to ensure the brand is recognizable and leaves a lasting impression on its audience. Branding should also evolve continuously, adapting to changing trends and customer needs. It should also be flexible enough to allow for creativity and innovation. Finally, it should be a reflection of the company’s values and its unique personality. For instance, Apple’s branding is recognized worldwide for its minimalistic design and memorable advertising campaigns that focus on its core values of innovation and creativity.

Whether you’re launching a new brand or seeking to revitalize an existing one, Brenits Creative can guide you through the intricate process of building a brand that genuinely connects with your audience. From defining your brand’s values and purpose to developing a compelling strategy and creating a visually captivating identity, we’re here to help you unlock your brand’s full potential.

Contact us today, and together we’ll embark on a transformative branding journey that will elevate your business and leave a lasting impact on your audience. Let’s create a brand that resonates and inspires, setting you apart in a crowded marketplace.

Client Perspectives
Case Studies

Download This FREE Worksheet

Brand Checkup

Take This FREE E-mail Course

Know your “it” factor

Other Posts You Might Like

Marketing is a Science, Branding is an Art

Marketing is a Science, Branding is an Art

Marketing and branding have important roles in attracting customers and encouraging their loyalty. While marketing uses data to understand customer desires and drive actions, branding leverages creativity to forge deeper emotional connections. A strong brand also provides the foundation for effective marketing strategies and tactics.

Use “Start, Stop, Continue” To Boost Your Brand Next Year

Use “Start, Stop, Continue” To Boost Your Brand Next Year

The “Start, Stop, Continue” method is not just an exercise in reflection; it’s a strategic tool for transformation. By methodically evaluating your past year’s efforts and planning for the future, your business is well-positioned to enter the new year with a revitalized, more effective branding and marketing strategy.

Monthly(ish) Insights

Monthly(ish) Insights

Subscribe to The Creative Brief our monthly-ish un-newsletter about branding, marketing, and best practices to grow a referable brand. We take your privacy seriously. No spam, we promise!

You have Successfully Subscribed!