Brand meaning: Research the brand identity

Stuart Chapman

This article discusses development of a Brand Visual Identity (BVI), defined here as a strong defining graphic device, and the role consumer research can play in this.

Brand meaning: Research the brand identity

Stuart ChapmanThe Big Picture

A visual identity distils the values and personality of a brand into a single logo but researching it is a challenge, requiring people to verbalise implicit communications. Stuart Chapman of The Big Picture suggests three research principles are necessary: context, avoiding side-by-side comparisons and first impressions.

Look at the biggest brands in the world and you'll find a common thread running through them: a strong brand visual identity (BVI). Whether it is a symbol, such as Nike's Swoosh, a wordmark like Coca-Cola, a monogram like IBM, or an alternative...

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