It is established within the development of the practical exploration that continuity is vital to the success of brand positioning in order to evoke a positive Consumer-Brand Relationship. The design direction is united across all brand collateral in order to reinforce the brand identity through the use of geometric forms which are re-interpreted from the logo’s characters to create a consistency within Brand Image. The use of rhetoric within the campaign uses a consistent tone of voice to connote ‘Freedom’, ‘Excitement’ and ‘Liberation’ and is used to emphasise the Brand Personality constructing an inclusive tone of voice that can engage directly with the millennial demographic.
This consistency is implemented within every element of the brands visual communication to ensure that this becomes instantly identifiable in generating Brand Equity, from this the consumer can easily attribute positive experiences associated with this constructed brand identity, which reinforces this Consumer-Brand Relationship. This informs the creation of a visual synthesis publication in order to ascertain a succinct understanding how these elements of brand collateral work together to inform the application of Brand Psychology in manipulating a Consumer-Brand Relationship.
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