Brand identity is how customers feel about your brand after you develop it and they engage with it. Their engagement may or may not involve knowing your company name, but it does typically include knowing the name of your product. Here are some examples of how brand identity works in practice. Case Study: LEGO When was the last time you bought a LEGO set and the right pieces simply didn’t fit together? Probably never, because LEGO has stringent quality control standards. Only about 18 pieces out of every million produced have problems. Even then, manufacturers catch most of them, ensuring they don’t even make it into the playsets. On the rare occasion that a bad part slips through, LEGO replaces it on request. Size tolerances on LEGO products are within 0.001 millimeters.
For context, the average piece of paper is about 0.1mm Photo Restoration Service thick, so LEGO products are accurate to within 1% of the width of paper. That is a truly impressive rate of precision, and it’s so precise that every single part they produce is compatible with bricks from 1958. Quality control standards aren’t one of the things that LEGO advertises much. They focus most of their marketing on new sets and collections, often made to coincide with releases from partner companies. However, people who play with LEGOs naturally learn that everything fits together. These things result in a degree of trust in the company and brand that you can’t get from basic marketing or business practices or search traffic. LEGO doesn’t need to be as precise as they are. However, going the extra mile makes them a trusted brand despite the high prices of their products. Case Study: NFL The National Football League is an interesting example of branding.
They go even further than Nintendo, with three primary levels of branding that each have their own characteristics. The NFL is a good sample because it shows how multi-level branding can offer additional benefits for companies. The top level of branding is the NFL itself. Their branding includes the claim as the primary company managing football as a sport and being the only real professional league. They sell NFL-branded products and make sure everyone knows that the organization itself is on top. League-wide events like the Superbowl are part of their branding, too. The next layer of branding is the individual teams. They encourage people to support specific teams and buy merchandise from them, attend their games, and care whether that team wins or loses. The NFL does not care about the teams except to the extent they contribute to the sport, but marketing helps ensure that customers care.