Brand gap is the difference between what a brand promises to deliver in its communications and what it actually does for its own sake, the gap should not be very high a successful brand must be able to deliver what it promises. The brand name this uniqueness has to do much more with the other facets of brand identity than with the physique its culture, its personality, its relationships etc thinking about a new brand. Brand element design and maintenance are essential pieces of brand management according to strategic brand management by kevin lane keller, brand elements, also known as brand identities, are devices that allow a brand to be identifiable and differentiable.
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Before we go over the 7 elements of brand identity design, we need to align on a few key definitions first of all what is a brand it needs to line up with all the other elements of your brand identity, as well as the broader emotional appeal of your brand for example, take a look at this logo.
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Brand element choice criteria there are six criteria for choosing brand elements these brand building criteria can be divided into two categories. Putting brand elements all together • the entire set of brand elements makes up the brand identity, the contribution of all brand elements to awareness and image • the cohesiveness of the brand identity depends on the extent to which the brand elements are consistent.