Before diving into the aspects of visual branding, and the world of K-Pop, I decided to first explore the general theories of brand identity.
Brand Identity Theories by Wally Olins and David Airey
Branding and identity theory have seen significant evolution in recent decades, with influential persons like Wally Olins and David Airey shaping present understandings of how brands are built, communicated, and maintained.
Both Olins and Airey emphasize that brand identity is far more than a logo or a tagline, it is a complex, strategic process that involves visual, verbal, and emotional elements to create lasting connections with consumers. While their approaches differ in certain aspects, both theorists highlight the dynamic and interdisciplinary nature of brand identity.
Wally Olins
Wally Olins, a British branding expert, is widely regarded as a foundational figure in corporate identity and brand management. In his seminal work “Corporate Identity: Making Business Strategy Visible Through Design” (1989), Olins introduced the concept of “corporate identity” as the total expression of an organization’s personality. He argued that brand identity extends beyond design elements like logos and colors; it encompasses an organization’s ethos, values, and business strategy. For Olins, brand identity is a key strategic asset that shapes an organization’s culture, reputation, and success.
Olins identified several core components of brand identity, which he categorized into visual, verbal, and experiential elements. He believed that for a brand to succeed, these components must be carefully integrated and consistently communicated across all touchpoints, from advertising to internal communications.
Visual Identity: Olins emphasized the importance of design in shaping brand perception. Visual elements such as logos, typography, and color schemes serve as the first point of contact with consumers and are crucial for establishing a strong, immediate connection.
Verbal Identity: In addition to visual elements, Olins also stressed the importance of a brand’s language and messaging. The verbal identity—comprising the brand name, tagline, tone of voice, and messaging—must align with the company’s core values and mission, creating a consistent narrative across all communications.
Experiential Identity: Olins recognized that the brand experience extends beyond what consumers see and hear. It includes every interaction a consumer has with the brand, from product usage to customer service. A cohesive and consistent brand experience across all touchpoints, according to Olins, is essential for building trust and emotional engagement with customers.
David Airey
David Airey, a designer and branding expert, has made significant contributions to modern branding theory, particularly in the territory of logo design and brand communication. In his book “Logo Design Love”, Airey emphasizes that branding is not limited to a company’s visual identity but encompasses the entire experience and perception a customer has of the brand. Like Olins, Airey views branding as a dynamic process that involves not just design but also strategic thinking, research, and communication. For Airey, branding is about building emotional connections and offering a clear, consistent message to consumers.
One of Airey’s key contributions is his focus on the logo as the cornerstone of brand identity. He argues that a logo is more than just a design: it is a visual shorthand for the brand’s values and personality. Airey places a high value on brand consistency, stressing that a logo must be used consistently across all touchpoints to reinforce the brand’s identity and ensure recognition.
Unlike earlier theories that saw brand identity as fixed, Airey argues that a brand must be flexible and adapt to changing market conditions and consumer expectations.
Logo and Visual Identity: Airey’s approach to visual identity builds on Olins’ ideas, emphasizing the importance of logos as a key tool for brand recognition. However, Airey adds a dimension of versatility, noting that a logo must be adaptable to various contexts and remain effective across different platforms. This flexibility ensures that the brand maintains coherence, regardless of where or how it is encountered.
Emotional and Strategic Branding: Airey places particular emphasis on the emotional aspects of branding. He believes that brands should not only communicate functional benefits but also create emotional connections with consumers. This emotional resonance is what creates loyalty and advocacy.
Research and Strategy: Airey argues that effective branding begins with research—an understanding of the market, the competition, and the target audience. This research-driven approach informs the creation of a brand identity that is both distinctive and meaningful. Moreover, Airey advocates for collaboration between designers, marketers, and business leaders, recognizing that branding requires input from diverse stakeholders to ensure success.
The Shared Idea
While Olins and Airey have individual emphases in their work, both share a broad, strategic view of brand identity. Olins, with his focus on consistency and integration, and Airey, with his emphasis on emotional engagement and research-driven strategy, converge on the idea that brand identity is not static but evolves. Both theorists stress the importance of coherence across all touchpoints—visual, verbal, and experiential—and highlight the need for brands to resonate emotionally with consumers.
Sources:
Branding and identity Theory by Wally Olins: https://books.google.at/books?hl=de&lr=&id=01bGDwAAQBAJ&oi=fnd&pg=PT190&dq=branding+and+identity+theory+wally+olins&ots=5nlYtfx-dj&sig=CuhCg50qvQubtbvkuyVw5CTrglU#v=onepage&q=branding%20and%20identity%20theory%20wally%20olins&f=false
Branding and identity Theory by David Airey: https://books.google.at/books?hl=de&lr=&id=Tg2IDwAAQBAJ&oi=fnd&pg=PP1&dq=branding+and+identity+theory+david+airey&ots=ck8NMFCgIi&sig=TFDXvBqhgvFES6gg1RIHuwqbkKU#v=onepage&q=branding%20and%20identity%20theory%20david%20airey&f=false
