Tom Simpkins

In the previous post I outlined my definition of a brand and in this post I will go into detail about brand identity. If an organization agrees that effective branding is necessary they need to understand the concept of brand identity. Simply put, brand identity is how the business wishes to be perceived by the consumer. The process of identifying brand identity revolves around understanding what you are, what value you provide, what kind of relationships you wish to create and what kind of environment you wish to operate in. A business that understands itself will be able to develop a strategic branding strategy founded on a clear brand identity.

A great example of a company that has understands its brand identity and is effectively implementing it into its brand experience is REI.

REI offers quality outdoor gear for people serious about outdoor recreation. Through a robust membership program REI offers a club-like atmosphere that rewards engaged and loyal customers. A 100% satisfaction guarantee and employees who field test the gear ensure customers will be happy and informed with their purchases. Such services come at a high cost so pricing is not a major component of REI’s brand identity. With outdoor equipment, the price/quality relationship is fairly high so REI caters to those avid climbers, hikers, and adventurers that are willing to spend on quality gear.  This allows REI to offer a higher level of service.

REI’s understanding of its brand identity is shown in its approach. The entrance of the store invites customers to step into the outdoors. The asymmetrical wooden entrance looks like an entry to a lodge hidden deep in the forest where mountaineers gather to discuss their encounters with nature.

The first physical engagement customers have with REI is the active step of opening the doors. No automatic glass doors here; muscles are required to enter. The handle is actually an ice axe nailed to the door and customers are immediately thrust into an adventure experience with an hands-on relationship with the brand as they grasp the axe to forge their way into the store.

This hands-on approach gets the customer engaged in touching products that are accessible and interactive on the showroom floor. Want to see how a certain tent feels when you lay down inside? Grab one of the sleeping bags hanging on the wall and climb in the tent for a trial run.

Prices that aren’t prominently displayed don’t even play a role at this stage of the experience as this is not what REI wants the customer to be focused on. REI know its strengths and intends to not let price become a weakness of the brand identity. Although REI doesn’t offer the selection of Scheels or command the reach of Sports Authority, their well-defined brand identity allows them to remain a trusted brand among outdoor enthusiasts.

Think about the brands you come in contact with that do an exceptional job of brand identity. How is the understanding of their identity shown in the experience? Please share your comments below.