Many people consider distinctive brand codes to be crucial to mental readiness but according to a new study, less than a fifth (15%) of brand equity is “really different”, the study found. from Ipsos and Jones Knowles Ritchie (JKR).
Brand equity includes the visual and auditory features of the brand, including logos, taglines, color palettes, and mascots.
The Ehrenberg-Bass Institute emphasizes the importance of particular brand equity in building a brand that stands out and is mentally ready. It defines special brand equity as “non-brand name elements that can bring a brand to mind by category buyers”.
Differentiation is key when it comes to brand codes. However, research conducted by Ipsos and JKR, which analyzed more than 5,000 brand assets, found that many were falling short of the target.
Ipsos surveyed more than 26,000 global consumers and examined their perceptions of a diverse mix of brands and their properties. It then categorizes brand equity into three categories: bronze, silver, and gold, where gold is the “really special” asset that makes the brand instantly memorable.
Bronze assets, on the other hand, are those that are incapable of branding when used individually. Almost two-thirds (65%) of properties found were of this type.
While logos may seem like the most obvious brand code, with the best chance of being different, research shows that less than one in five (19%) brand logos fall into the golden category for personality. distinctive.
Findings from Ipsos and JKR suggest that logo design is not necessarily what matters, but its long-term use. This applies to any branding code, whether it’s a color scheme, typography, or logo.
Brands with distinct codes have a license to play with them. For example, in 2019, Mastercard dropped the brand name from its logo. The brand was able to do this thanks to “50 years of applying and re-applying its rules to everything it does,” Marketing Weekly journalist Mark Ritson wrote at the time. He advises brands to “adopt [their] merciless code for everything”.
Mastercard’s wordless logo showcases the power of a distinctive brand code
According to research, brand slogans and colors perform poorly in terms of distinctiveness. Only 4% of brand colors achieved distinction in gold, with a similar percentage (6%) of taglines making the list.
From a pint of black and white Guinness, to an indented Lego block, research shows that products are the brand assets most likely to achieve real difference for consumers. Almost a third (31%) of these meet the gold standard.
Almost a fifth (16%) of brand characters scored gold in the study. Brand characters can not only create emotional resonance, but they can also help a brand stand out from its competitors.
Churchill Insurance has frequently used the Churchie dog brand character in its advertisements for over 25 years.
“Insurance is trivial, and buying it is an emotional decision-making process. Having Churchie at the helm allows us to bring glamor and warmth to what is usually a grudge sale,” head of marcoms Lucy Brooksbank told Marketing Week in 2019.
Whether it’s brand lettering, logos or colors, research from Ipsos and JKR warns that it’s not possible to create a brand’s distinctiveness using these codes alone. Aside from consistency and understanding of your brand, it will help differentiate your brand equity, the study advises.
“This is not a rubber stamp of the same content following the same formula on every touchpoint. It’s about choosing the right tool for the right job,” the report authors said.
