There is more to Brand Identity than meets the eye
~Nisha Ghanshani
The structural theory of the legendary psychoanalyst, Sigmund Freud, establishes that the human identity is not a single, unified self. To be more specific Freud said that there are three elements comprising the human identity, which he named the Id, Ego and the Superego, respectively. The Id is based on the pleasure principle and is all about satisfying the basic, innate human wants. The Ego is the rational part of human identity, which mediates between the urges of the Id and the world outside. Lastly, there is the Superego, which is the moral aspect of human identity and governs the human sense of what is right and wrong.
Too much psychobabble? Maybe. Irrelevant Psychobabble? Definitely not. If we observe closely, in the context of marketing, the identity of a brand can also be analyzed using Freud's model. Thus the same Id, Ego and Superego exist in the brand identity too. Branding as a process, often on unconscious level projects these very aspects of the brand identity. Branding of a product involves understanding the brand identity vis-à-vis these three elements.
The Id-The Id in the context of brand identity refers to the primal needs of a brand to increase sales, market share, turnover and consequently profit. These desires are inherent in every brand and form an integral part of the brand's identity. Branding however tries to consciously and overtly conceal the brand's Id from the marketplace, though everyone is aware that it exists.
The Ego-As in the case of human beings, the Ego in the case of brand identity, satisfies the needs of the brand Id thus making it an important part of the brand identity. Branding ensures that the brand Ego acquires various skills, which will help it satisfy the Id. Thus, the brand Ego uses the techniques of pricing, sales promotion, advertising, public relations etc. to satisfy the profit-making desire of the brand Id. Moreover, while the Brand Ego is satisfying these desires, it becomes aware of itself, as an entity and not just a profit-making venture.
The Superego-The Superego, which represents the moral part of the human identity, is also the ethical component of the brand identity. Branding involves a lot of decision-making and often treads on the thin line between good and bad. It is at times like these that the inner, ethical voice of the brand-the Brand Superego, comes into play and guides the brand towards the path of honesty.
Thus, like human identity, brand identity too conforms to Freud's structural theory. The similarity does not end there. As per Freud's theory, the three components are present in different proportions in each individual. Similarly brand Id, brand Ego and brand Superego too are present in all brands, but in different proportions. Like Human, Like Brand.
[The picture used in this article has been taken from the photo library of stock.xchng.]
Other Articles by Nisha Ghanshani
Building Brand Equity | Branding Strategies | Brand Campaign | Branding Services | Brand Strategy | Branding and Marketing | Branding Agency | Building Strong Brands | Co-Branding | Identity Branding | Logo Branding | What Is Brand Equity? | Brand Equity | Brand Image | Brands