Your Brand Messaging Is Part Of Your Brand Identity
by John Murinye
Attention is a currency and very much a luxury in the digital world. In Zimbabwe, the digital space is increasingly becoming more ubiquitous. The need for your brand identity to communicate, both consistently and distinctly, is more crucial than ever. Your brand messaging: how your brand speaks and sounds, is an integral part of your brand identity.
KFC took advantage of a popular phrase, “Manyama”, as an extension of its brand identity and to connect with its audience. KFC’s tone of voice is known for being bold, witty, and irreverent.
Question:
How does your brand speak? Is it generic? Is it just like any other brand? If we replace your logo with your competitor’s, will your audience tell the difference?
A multisensory world
We live in a multisensory world. The best experiences engage people through as many senses as possible. Cognitive psychology has discovered that information or stimuli that engages our emotions are stored easier. Multisensory experiences are visceral because our senses are directly connected to our limbic system – the primitive brain region that governs memory and emotion.
Much in the same way, audiences experience brands in a multidimensional way. In other words, it’s not just the product or service interaction — but also the design and messaging. If the messaging is disconnected to the design, it creates inconsistencies that make your brand all the harder to retain. In short, how you look, sound and function is part of your brand identity and experience.
Rethinking Eat n’ Lick
Sometime back, we did a concept redesign of Eat n’ Lick, primarily because we loved how innovative and irreverent the brand was. We wanted to show how a brand can effectively unify its brand identity elements and communicate a consistent, and thus — memorable brand. Revamping its messaging was a key part of that exercise.