Brand identity cannot be reduced to a word or a concept. In the advertising campaigns you may see a picture standing out more than the words. The brand might choose to create a way of communication by according itself a combination of spoken and visual language. The power of this language lies in its truth, expressing the brand’s identity. This is a combination of its logo, emblem, pictures and slogans in the advertisings. The language should be international, applicable to all company’s products and services, and stands out in the sense in which every brand should be noticed. Through lack of a personal language, the same words or pictures keep reappearing, so the whole brand message gets clogged.
(Image source: Scoopdog.wordpress.com)
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