Personally, I believe brand identities mainly exist because most people don’t have enough confidence in their own identity; therefore, they need to buy an identity from elsewhere. I’ve never been the type of person to purchase a product based solely on reputation or image. I want to try all of the options and make my own decision about where to put my money. Some brands do tend to be better in quality than other brands or generic products. Sometimes, it’s nothing but hype and status.

A prime example of brand marketing is Michael Kors. His designs are nothing special, but a handbag with his logo on it will cost ten times as much as a generic purse with no apparent improvement in quality.

A restaurant such as McCormick and Schmick’s promotes amazing quality for your money. The food is amazing. The atmosphere is relaxing. It’s a beautiful experience, well worth the expensive price tag.

A brand like Kraft is hit or miss. Their quality varies among their different products. Typically, they are a step above a generic brand. However, if there’s another option available, it’s probably going to be at least as good if not better.

The quality of Jell-O has little to do with its value; the identity of the name is everything. There is no competition.  Flavored gelatin is Jell-O; the terms are synonymous. If a company like Kraft made flavored gelatin, it would probably only sell if it was marketed as Kraft Jell-O.

Every brand identity begins with an idea.