NATION AND COMPANY

​

​

“You now have to decide what image you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the marketplace.”

(Ogilvy, 2008, P.42)

 

Consumers experience a brand in numerous ways: through product, packaging, advertising, sales and more. Every individual touch-point influences the consumer’s impression of the brand. With experiences encountered, it develops perceptions and expectations people start to believe in a brand that they trust based on their past experiences with the brand. Quoted from Davis (2009), “image and perception help drive value; without an image there is no perception.”

 

Davis highlighted the significant value of a unique visual identity, where the system can strengthen the name of a brand, as well as captivate a consumer’s attention. What ensures the consumer to stay loyal to the brand is the consistency in identity a company upholds. Consistency and a fulfilled experience make consumers’ eager and willing to share their experience with others. It’s all about building a lifelong relationship of trust at each point of contact.