the importance of identity

Think of the different aspects that make up you. Although you are one person, there are a number of different interests and hobbies that you have which combine into a unique personality. These hobbies and interests provide a base, from which you can reach out and build connections with people. A brand acts similarly, as it finds a way to reach out to its patrons, and still retains its singular foundation and mission. This ‘brand identity’ is the visual representation of what the company is and how the founder wants it to be perceived by others. In short, brand identity could be described as the personality of your brand. Just as every single person has a distinct, separate personality, so too should a company. Identity can be shaped through the colors, the logo, the location of the company, the people that work in it, and the ideas that it shares. Identity is valuable because it separates a company from competitors and brings value to the marketplace in a concrete way. 

what is ‘brand extension’?

The physical realization of this identity is what we call brand extension. Brand extension derives from the very foundation of the company’s mission and effectively works to build relationships with both employee and client. Brand extension helps a company to present themselves in different contexts or categories, which demonstrates versatility and helps to build brand loyalty. For many, brand extension may come in the familiar form of swag like bags, pens, and mugs. However, along with promoting the brand, brand extension itself has another role to play, and that is of self discovery. The process of brand extension helps companies to visualize and solidify their mission and identity, reach out and build connections with current and potential clients, and actively learn how to make a greater statement in the business world. 

what does this look like?

How can the process of brand extension specifically help a company develop an identity? First, brand extension often involves the process of taking an original idea and extending it to a different category. For instance, if your company specializes in creating coffee and tea, you could extend the brand by creating a monthly subscription service, coffee cozies, or personalized coffee mugs. Brand extension can create a great opportunity for companies to brainstorm and learn more about who they are and what their mission is before creating something new.

brand extension fosters questions such as:

• What makes my company unique from my competitors?

• Is my company familiar and recognizable to my audience?

• What items are specific to my brand? (think of: Starbucks and its reusable coffee cups, Disneyland and its mickey ears, etc), and how will this re-shape my client’s perception of the company?

Questions like these will help a company to learn more about who they are and what they hope to achieve. One example of how a company was able to successfully utilize brand extension is Apple. Apple started out with the production of laptop computers, but once they had perfected their craft, they went on to create Mp3 players, and iPhones. Ever since they moved from laptops to smaller hand-held devices, Apple’s sales have skyrocketed. Now they can continue to be innovative because they have built a loyal fanbase that trusts their products. A company that has a clear understanding of its identity will understand which categories to extend themselves to.

value and brand extension

Perhaps one of the most important things to remember is how your company brings value to people. Part of this comes from understanding your target market and anticipating their needs. This plays into the type of swag, or brand extensions, you implement. It is important for companies to recognize that the swag they are creating for their patrons is more than just a small trinket or an afterthought. A well-designed gift will go a long way and positively impact a person’s perception of a brand. In the case of almost everything, but especially with brand extension, even small details can make a big difference in the long run.

takeaways

Brand extension really is an important promotional tool, and there are a number of ways that it can be put into practice. 

• First: Start asking questions about what kind of promotional products that you yourself would like to receive. Be as creative with your ideas as possible, and start to condense them as the process moves along. Also, remember that brand extension is not about pushing a lot of product into the marketplace, but rather creating quality, personalized items that will ultimately last for a good deal of time. 

• Second: Think about maintaining a certain balance and subtlety with your designs. Sure, the logo on the item could be the first thing that people notice...but it shouldn’t be the only thing that is noticeable. Let your clients marvel at the quality, design, and durability of your products as well! 

• Third: There are many different levels to brand extension. Think about designing simple, yet fun swag for general advertising purposes, then special employee gifts, and finally signature swag for executives. A company that demonstrates care and appreciation for both employees and clients is well on its way to a successful future. 

Need more ideas about how you can incorporate brand extension in your marketing practices? We can help! Contact the Amplifi team today to get started.

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Written by Michelle Fecteau for Amplifi.