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Reading 1/1:
Read the article below and choose the best answer for each of the following questions.
Having a good brand identity is critical. It can not only position a company above its competitors, but it also
communicates to your customers the reason why they should choose you instead of your competitors. But developing a
strong brand image takes time, money and effort, and it involves much more than redesigning a logo or developing a
new tagline. Your new brand identity should evolve from your previous identity. Be careful not to start from scratch and
come up with something completely new, as you may end up losing loyal customers who have forged emotion ties with
your product.
It's important to understand that changing the visual aspects of your company, your logo. your packaging and so forth.
you are not actually changing your brand identity. Your brand identity is the promise a company makes to its customers
-its features, quality, values and service support. Just modernising visual image does not entail a change in brand
values. Many companies, sadly, are led to believe by branding agencies that visual changes will alter customer's
perception of their products. But such changes only inform consumers that a company is concerned about how it looks.
At best, they will assume the company is modern; at worst they will accuse the company of unnecessary extravagance.
Successful branding may not be actually connected with the product at all but may represent a greater sense of
purpose or a more satisfying experience. They may affirm that drinking a cup of coffee can really make a difference, or
that exercising may bring about a sense of challenge and personal achievement. Many successful brands study
emerging societal ideals and trends, so that they can take advantage of how customers wish they could be. Then they
push forward the message that by using their product, their dreams can be fulfilled, and the customer can gain the
lifestyle he or she is looking for, be it a sense of glamour, freedom, popularity or self-satisfaction.
Lack of consistency is probably the most common pitfall when it comes to designing an image for your brand. You need
to provide a consistent message in your proposals and presentations so that your company develops credibility and
gets noticed and remembered. To ensure that your branding is consistent, gather all the information that leaves your
company, be it faxes, emails, advertisements, invoices or packages. Examine them for discrepancies in your company's
image. Doing so will also give you the chance to evaluate the image you are trying to portray.
1) What does the author say about consistency in branding?
A. It is achieved by focusing on product quality alone.
B. It builds credibility and ensures a company is remembered.
C. It should only apply to visual materials.
D. Consistency is not as important as innovation.
2) How do successful brands connect with customers' desires?
A. By offering the most luxurious packaging.
B. By focusing on the product's practicality.
C. By focusing on the personal experience and achievement.
D. By lowering the price for customers.
