The creation of the brand universe is based on three fundamental pillars which help to define the identity, personality and perception of a brand. These three pillars are :
Brand identity is the foundation on which the entire brand universe rests. It comprises the essential elements that define what the brand stands for. This includes the brand name, logo, colours, typography, symbols, slogans and other visual and textual elements that serve to identify and differentiate the brand. The brand identity must reflect the company's values, mission, vision and culture.
Brand personality involves attributing human personality traits to the brand. This creates an emotional connection with the target audience. Brands can be perceived as friendly, serious, innovative, traditional, young, sophisticated and so on. Brand personality must be consistent across all aspects of brand communication, including the way it is expressed through language, tone, visual style and customer interactions.
Brand perception is how the public perceives the brand. This depends largely on how the brand is perceived by customers, employees, business partners and other stakeholders. Brand universe creation aims to positively influence brand perception by creating consistent, memorable and meaningful experiences for customers. This can include the creation of marketing campaigns, social media engagement, product or service quality, customer service, etc.
A brand can create a solid, coherent brand universe which helps to establish lasting connections with its target audience, build customer loyalty and stand out in the marketplace.