Emergence of Brand Cultural Identity
You are what you buy. Nowadays this is self-evident. People are consistently identifying who they are by the very brands that they buy. And I’m sure that for the older generations this seems unreal. The common practice of the past was to rebel and not be tied down to anything created by corporate America.
For example, think about any connotation when you read the following car brands: Mercedes-benz, Saab, Audi, BMW, Infinity,
Dodge, Jeep, Cadillac, etc… We are conditioned to develop our own stereotypes and biases to the products and brands that we buy. For the market today, most people think of brands in their minds as a hierarchy. And what you buy says more about who you are than you could possibly tell someone in a conversation. A new level of non-verbal communication has emerged.
Most of the auto brands listed above come from Europe or the U.S., but what happens when you see the brands Honda, Hundai, Kia, or Subaru. It changes your entire perception of that person driving those cars simply based upon what that identity that brand has been labeled. So considering how to brand your product should be at the very top of your list and a detailed change can create a massive effect. Changing the color from blue to red creates a feel of confidence versus the very calm and cool nature of the color blue. It outlines and defines what a customer or client can expect within the first few seconds of landing on your website or any other form of media for that matter, before they ever speak to you.
Obviously this is not to be taken lightly. You really want to visually show the client what is to be expected from your company before telling them in words. Generally speaking, in media, people prefer visual communication to auditory or kinesthetic learning. So why not adhere and make the most out of the identity of your brand?