Brand Elements by Ramesh Tahilliani as on 17/09/2013

"Logo should've a message, that can be decoded by a consumer either easily or otherwise"

Logo's

-> Help identify and differentiate 

-> Pack in maximum amount of information in minimum number of signs. 

-> Create a perception post purchase

-> Symbolism

"A Logotype should fit both eyes, 1 unit high and 2 1/4 unit long is an ideal measurement."

-> Numbers (as in with Chanel No.5, Nokia 1100, Levi's 501 and Bond's 007)

-> Packaging (as in the case of Harpic, or Hermes' packaging is as distinct as it can be)

-> Sound (as in the case of Harley Davidson, which is patented)

-> Sensation (as in the case of Dettol - 'burning' sensation and it's distinct smell)

-> Uniform Resource Locator (URL), Domain Name (as in the case of Amazon.com)

-> Spokespeople (Brand Ambassador, as in the case of Steve Jobs' of Apple)

-> Jingles (as in the case of Lifebuoy, Vicks and Vicco Turmeric)   

Four Mental Glues:

- Alliteration

- Repetition

- Double Entendre 

- Reversals

"A Brand's Identity is a Brand's DNA Configuration, Brand Identity is NOT Brand Image, Identity comes before Image."

- What is the Brand's particular vision and aim?

- What makes it different?

- What need is the Brand fulfilling?

- Permanent features of the said Brand.

- What are it's values? (Chanel's is timeless and simple)

- What is the field of competence, of legitimacy?

- What are the signs which make the Brand recognisable?

Brand Essence 

-> Soul of the Brand     

-> Resonates with the consumer

-> Drives the brand value proposition 

-> Timeless

Externalisation of a Brand is that you can see, Internalisation is that which you cannot or don't see. 

Essence (of a Brand) is the one present at the very core of a Brand, with Personality, Culture, Self-Image, Reflection, Relationship, Physique making up its arms and the connecting it all.