Progression: Digital Profile

What is a digital profile?

With the majority of discourse taking place within the online world - it is beneficial for one to accumulate a presence online. This can be done on various platforms - such as 'Facebook', 'Instagram', 'Linkedin' etc. Media platforms are a great way to share your work - as anyone in the world with internet access can find your profile. Digital profiling is the process of gathering and analyzing information about an individual that exists online. A digital profile can include information about personal characteristics, behaviors, affiliations, connections and interactions - which helps the viewer/reader understand   Digital profiling is used in marketing, enterprise security, criminal justice and recruitment, among other areas. As a prospective student: it is advantageous to compile one's work across various platforms in one place - as to make it more accessible to anyone whom is looking for your work. Creating a digital profile is beneficial in creating brand identity.

What is brand identity?



Brand identity is the collection of all elements that a company creates to portray the right image to its consumer. Brand identity is different from “brand image” and “branding,” even though these terms are sometimes treated as interchangeable. The term branding refers to the marketing practice of actively shaping a distinctive brand. Brand is the perception of the company in the eyes of the world.

  • Your mission (what’s your “why?”)
  • Your values (what beliefs drive your company?)
  • Your brand personality (if your brand was a person, what kind of personality would they have?)
  • Your unique positioning (how do you differentiate yourself from the competition?)
  • Your brand voice (if your brand was a person, how would it communicate?)
Brand Identity Prism:

Physique

Culture is your brand’s origin story. Where was your brand born? Where does it live? What is the belief system and values it ascribes to and why?

“Culture” is a much discussed facet of newer innovative companies. It has a way of expressing how a company lives its mission statement day-to-day, and it touches on the people who work there as well as the customers who interact with the product.


Relationship

Relationship is the engagement between a brand and consumers.
This is about more than a monetary transaction: think about how your brand maintains a healthy relationship with its customers from the initial interaction to the after purchase period. Emphasise seamless familiarity, meeting the needs of customers and developing without isolating the customers.

Reflection

Reflection describes who you want your customer to be. Who would you ideally like to reach? Specificity is key here. For a company that is selling biodegradable cosmetics products, it could be working women in their 20s who live in cosmopolitan areas and adhere to a vegan diet.
Once you get specific with your ideal customer, you can confidently pivot your brand identity towards that person when considering all the other characteristics of the prism.

Self-Image:

Self-image is how customers visualize their ideal selves. Understanding this allows brands to cater to their customers more effectively. Consider how their purchases and interactions with you improve their lives.

Self-image serves as aspirational for both the brand and the audience. The consumer wants to view themselves an ideal way, and your brand can strive to help them achieve their ideals.
Ralph Lauren’s brand famously focuses on building a storyline in which the customers can feel like characters: upscale, healthy Americans enjoying the outdoors as depicted in their ad campaigns.

In total, there are six facets of the Brand Identity Prism: Physique, Personality, Culture, Relationship, Reflection and Self-Image. These are separated on the prism but grouped together in the following larger categories.

Picture of Sender refers to the way the brand presents itself. Physique and Personality fall under this group.

Picture of Receiver refers to how customers see the brand. Reflection and Self-image belong to this category.
The other two categories are Internalization and Externalization. Externalization addresses all the output by the brand visible to customers such as the logo, advertising, products and service and therefore is represented by Relationship.


Apple Brand Identity Prism:
Levi's Brand Identity Prism:

Pepsi Brand Identity Prism:




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