Re: Brand Identity

I think a lot of well known companies have strong brand identity - I guess it's part of what makes them well known. Some heavy hitters are Apple, Facebook, Starbucks (like Ali said), Nike, Food Network. The list goes on.

One of my favorites is Whole Foods. Yes, I am a Whole Foods apologist. I pay their high prices, think their produce is superior, and enjoy their eclectic hot bar. But the reason is because I trust them and enjoy the shopping experience! No matter which Whole Foods i have been in between here and california, they never disappoint me. I relate to their friendly packaging and campaigns, the employees are nice and helpful. I enjoy their cooking classes and recipes. I feel good about shopping there.

I think the average consumer does not understand why they are attracted to certain brands. I suppose in the information, blog age, the average consumer may be more in-tune than 30 years ago. But, still. I think all they know is trust and enjoyment. They don't understand that those feelings are not accidental.
They are marketers (including designers) defining the goals and values of a company and making that come to life through brand identity elements that all add up to customer experience.