In the present dispensation, many states are beginning to consolidate on their stance through the strategic instrument of brand’s identity. The overall focus of a state or nation is summed up in their identity; since it is the major instrument that people use in remembering them and in the process connecting with them; in fact it represents the sum of all valuable qualities of a state to the public. A brand which is widely known acquires brand recognition. When brand recognition builds up to a certain point, it has the benefit of a critical mass of positive sentiments in the marketplace and it is said to have achieved brand franchise. One goal in brand recognition for a state is the identification of the state without its name present. For instance, the Ekiti state logo says it all for the state, because of the strategic composition inherent in her re-branding activities, especially in the logo.
A state may not be a business concern, a company or conglomerate, but as an institution in a country, that represents the people and transacts unbehalf of the people, it is expedient that it is strategically positioned to be able to deliver the good dividents of the democratic with all the challenges posed to the state; such as establishment of infrastructures and paying of salaries, especially with the new minimum wage and the increase in the amount that the state needs. Going by all these, the state must be able to generate sufficient funds apart from allocations coming from the centre; which places the state in the capacity of a business that requires making profits. Creating an identity for a state therefore, increases her unique selling point and creates a fertile ground for outstanding growth opportunities.
In addition to taking advantage of the outstanding growth opportunities, the following are also advantages of creating an identity for a state’s brand globally: Economies of scale in the areas of production and distribution, Lower marketing costs, Laying the groundwork for future extensions worldwide, Maintaining consistent brand imagery, Quicker identification and integration of innovations worldwide, Pre-empting international competitors from entering domestic markets or locking you out of other geographic markets, Increasing international media reach; especially with the explosion of the Internet and Increases in international business /tourism. A global brand is one which is perceived to reflect the same set of values around the world. Global brands transcend their origins and create strong enduring relationships with consumers across countries and cultures.
Therefore it is imperative now that the states create the identity that will position them in the world order, thereby creating relevance and recognition.
The outward expression of a states brand, including its name, trademark, communications, and visual appearance are encompassed in their logo. Because the identity is assembled by the brand owner, it reflects how the owner wants the public to perceive the brand – and by extension the branded institution, organization, product or service.
This is in contrast to the brand image, which is a customer’s mental picture of a brand. The brand owner will seek to bridge the gap between the brand image and the brand identity.
Effective brand names build a connection between the brand personalities as it is perceived by the target audience and the actual product/service. The brand name / identity should be conceptually on target with the product/service, that is, what the state stands for.
Furthermore, the brand name should be on target with the brand demographic. Typically, sustainable brand names are easy to remember, transcend trends and have positive connotations. Brand identity is fundamental to consumer recognition and symbolizes the brand’s differentiation from competitors.
Brand identity is what the owner wants to communicate to its potential consumers.