THE ART OF BRANDING HOW TO CREATE A MEMORABLE AND EFFECTIVE BRAND IDENTITY

THE ART OF BRANDING HOW TO CREATE A MEMORABLE AND EFFECTIVE BRAND IDENTITY.

What is brand and brand identity?

It refers to the unique characteristics that influence a brand’s perceived personality, appearance, and behaviour. A brand’s identity encompasses tangible and intangible elements, including its history, name, personality, and visual identity. Brand identity makes a brand unique. It’s determined by how the people behind a brand want the public to perceive it. Brand identity comes from the brand itself. Brand image is how an audience perceives and interprets signals coming from a brand through different touch points. In other words, brand image comes from the audience. It’s easy to confuse brand identity with brand image, but they’re two very different things.

 

The difference between brand identity and brand image

To understand brand identity, it helps to think about what comprises a person’s identity. Individuals are a combination of elements such as their name, origins, personality, values, beliefs, story, and physique. Brand identity works similarly.

Brand Elements

The brand is the sum of all the visual and non-visual, tangible and non-tangible elements that drive the perception of the customer and makes him believe what the company wants him to. These brand elements include –

• Visual Identity: Brand visual identity includes the recognisable and communicable brand outlook like name, logo, colour, slogan, typography, graphics, etc.
• Brand Associations: These are the associations that come to the customers’ mind when they think of the brand. These can be advertisements, brand ambassadors, brand’s offering features, class, lifestyle, emotions, etc.
• Brand Purpose: Brand purpose represents what the company stands for and what are its social obligations towards society, consumers, and the environment.
• Brand Promise: It’s the value customers expect to get whenever they interact with the brand or buy its offerings.
• Brand Identity: Brand identity is the set of all the branding activities a company indulges in order to be perceived in a particular way to the target audience.
• Brand Personality: Brand personality is the association of human characteristics and traits with the brand to which the customers can relate.
• Brand Voice: Brand voice is the uniformity in the selection of words, the attitude and values of the brand while addressing the target audience or others.
• Brand Image: Brand image is an aggregate of beliefs, ideas, and impressions that a customer holds regarding the brand.
• Brand Experience: Brand experience is awakening a holistic sensory experience to build an all-rounding relationship between customers and a brand.
• Brand Equity: Brand equity is the aggregate of assets and liabilities attached to the brand name and symbol, which results in the relationship customers have with the brand.
• Brand Architecture: Brand architecture is an organized structure of the company’s portfolio of brands, sub-brands, and other offerings

 

Let’s understand this with the example of Urbanpod

History of Urbanpod

Urbanpod Mumbai Central Hotel, founded in 2017, revolutionized the hospitality industry by introducing India’s first pod hotel. Inspired by Japan’s capsule hotels, Urbanpod offers a unique accommodation experience. Its futuristic design features smart connectivity tools within compact 50-90 sq. ft pods. These minimalistic yet stylish spaces cater to both business and leisure travellers. Urbanpod aims to expand to other Indian cities, filling a gap in affordable, quality accommodation without compromising safety or comfort.

During my industrial visit to Urbanpod in Mumbai, I was thoroughly impressed by its innovative concept and modern design. Urbanpod is India’s first next-generation smart hotel, located conveniently at Mumbai Central Railway Station. Here are some key highlights from my visit:

1. Pod Accommodations:
   • Urbanpod offers unique pod-style accommodations. These pods are compact, stylish, and minimalistic, catering to both business and leisure travellers.
   • Guests can choose from different types of pods, including classic pods, private pods, and ladies-only pods for enhanced safety and privacy.

 

2. Pod Rooms: Urbanpod offers different types of pod rooms, including

1. • Classic Pods: These are standard pods for solo travellers.
   • Private Pods: Ideal for couples or those seeking more privacy.
   • Ladies-Only Pods: An exclusive area for female guests.
   • Differently Abled/Friendly Room: Designed to accommodate differently abled guests.

 

3. Services:

1. • Free Wi-Fi
   • Business Canter Usage
   • 24-Hour Reception
   • Free Lockers
   • Ironing Board
   • Free Soap & Shampoo

 

4. Futuristic Design:

1. • The hotel’s futuristic design caught my attention. It’s a refreshing departure from traditional hotel layouts.
   • The use of space is efficient, and the minimalist aesthetics create a calming atmosphere.

 

1. Convenience and Accessibility:
   • Being located within the Mumbai Central Railway Station main building makes Urbanpod extremely accessible for travellers.
   • Whether you’re arriving by train or need a place to rest during a layover, Urbanpod is just a short distance away.

 

1. Positive guest experiences:
   • I spoke to other guests during my visit, and they shared positive feedback. Many appreciated the warm and welcoming service.
   • Some guests mentioned that UrbanPod provided a completely new experience, transforming the way they perceive hotels.

 

Strategies of UrbanPod

Urbanpod, like any successful brand, employs a comprehensive branding strategy to differentiate itself and create a memorable identity. Here are some key aspects of effective branding:

1. Brand Identity: Urbanpod defines its unique brand identity, including its name, logo, colour palette, and visual elements. These components help customers recognize and remember the brand.
2. Customer Persona: Understanding their target audience is crucial. Urbanpod likely develops detailed customer personas to tailor its messaging and offerings to specific demographics.
3. Mission and Vision: Urbanpod crafts a clear mission and vision statement. This guides its purpose, values, and long-term goals.
4. Unique Value Proposition (UVP): Urbanpod identifies what sets it apart from competitors. Whether it’s convenience, sustainability, or innovation, the UVP shapes its messaging.
5. Brand Assets: Beyond the logo, Urbanpod creates consistent brand assets, such as fonts, imagery, and design elements. These maintain a cohesive brand experience across touchpoints.
6. Implementation: Urbanpod ensures its branding is consistent across all channels—website, social media, packaging, and customer interactions.

 

 Personal experience about Urbanpod:

I had a great experience visiting Urban Pods for the first time. From its interior, the concept of the pods, the ambience of the room, gave me a vibe like a five-star hotel with a budget friendly price. And talking about the process from check in to check out the staff was very much coordinative and helpful, guiding with the amenities in the pods and other services.

The pods were amazing and comfortable with many inbuilt features in it. With extra boot space and personal lockers, anyone can rest there safe and comfortably. And keeping entertainment in mind they also provided personal T.V and headphones so you could vibe without any disturbance.

They also have a chilling area where you could sit and do your work or can hang out with your travelling partner.

Coming to conclusion, it was a great experience visiting Urban Pods and it should be reached to many more travellers and tourist destinations so that they can have a great time before or after their destination travelling.