Brand Identity : Verbal and Visual language of Nike

This blog discusses the visual and verbal language of Nike and further explores how it positioned itself in the market.

Let's get straight to it and explore Nike's brand. When discussing any brand's visual and verbal language, a few elements build it up. "These are the brand story, brand colours , tone and voice, typefaces, brand name and symbols (Allen & Simmons, 2003).

Nike's brand story

Now imagine Nike is a person with a story to tell. How would you describe its stories with one word ? Unforgettable, right? Wherever this brand goes, it communicates that it is about fervour, overcoming, being victorious, and pushing through distractions and excuses. I can almost hear it saying loudly, as a coach would say: 'KEEP GOING; NOW IS NOT THE TIME TO QUIT; YOU CAN DO IT.'

The brand uses experiential marketing, carefully crafted video campaigns, print ads, and digital media to connect deeply with its consumers through these stories of victory ( Kotler & Armstrong, 2018). Its entire brand identity system positioned itself in the minds of its consumers as a brand about performance, victory, and champions, using "sports as a stepping stone to inspire and encourage others to "never give up" ( Nike, 2023).

Nike's tone of voice

Now imagine Nike is a person with a tone of voice. How would you describe it? I would say, Inspirational, optimistic, encouraging, and authentic. Its personality is everything you would want in a person you aspire to be like. Nike is a leader, a victor, and a champion that champions others.

This iconic brand has positioned itself as one that encourages people to "keep moving" with a "just do it" attitude ( Nike, 2023). Just like its values, the brand "is inclusive" (Nike,2023) and speaks a clear message to its audience. Its brilliance in building its "just do it" attitude has set it apart from the world's brands. People everywhere need encouragement, and Nike fills that gap with its entire brand identity system. The brand successfully communicates this message (voice) across all its channels, thus positioning itself well verbally and visually.

Nike Brand Symbols

According to India Times (2017), Nike means "winged goddess of victory." Which communicates "speed, movement, motivation, and power." No wonder this brand is iconic and influential; it lives up to its name with its beautifully designed "swoosh logo" (Nike,2023).

Nike's brand colors have changed through time and have always reflected the brand authentically, leaving no room for confusion. The logo is short and straightforward. The tagline stands out and creates a bond with its consumers, "just do it." All symbols align with the brand's vision and purpose, positioning it well against its competitors visually.

Now let us talk about Nikes brand identity system that shines in all it does.

watch this video and be inspired.

Ever heard of a brand that took center stage and outperformed other brands? This is one, and below, you will see how and why. But first, let's define the brand identity system; what is it, and what does it do? Klopper and North (2011) state that this system entails the brand's vision, purpose, positioning, personality, values, and visual and verbal language. Everything in this system is interconnected and directly impacts one another.

Let's begin. Starting with Nike's vision

What is its reason for existence? What keeps it going? Well, Nike's vision is clear, and its purpose is set. Nike aims to "remain the most authentic, connected, and distinctive brand (Nike, 2023). " This approach drives all stakeholders to show up daily to perform actions that take them toward their goals.

What continues to help Nike, in the long run, is its commitment to research, which gives them incredible insight into the "markets, trends, and competition." Moreover, their mission" to inspire and innovate every athlete in the world helps them set themselves apart and guides their positioning statement. According to them, "having a body makes you an athlete" (Nike, 2023). If you think about it, Nike is not just a brand but a movement with a cult-like following.

(Nike , 2023 - all images are from Nike website. Check out their unique sportswear)

Let's talk about brand purpose and positioning

How exactly does Nike position itself, and what is its purpose? Nike positions itself in the minds of consumers as a "fashionable, unique, high-quality athletic brand" ( Nike, 2023). Additionally, it gives its consumers fantastic sportswear and shoes with the most excellent quality because of its dedication to innovation.

Brand personality

Nike's personality is seen by its audience as a brand that boosts people's confidence and belief in themselves to achieve greatness and persevere.

Brand values and mantra

Nike's brand values are outstanding, just like its tagline. Their values are about "community, sustainability, diversity, and social responsibility"; these values help Nike move in one direction and keeps the organization grounded.

Nike creates a community with its consumers - e.g memberships ( image sourced from Nike website)

Lastly, their brand mantra is "authentic, athletic, and performance. " Their brand is filled with athletes; even their celebrity endorsements are athletes. Moreover, the brand is authentic , and their performance as a brand is outstanding. Nike lives their brand mantra along with all members of this brand in everything they do.

References

Allen, T., & Simmons, J. (2003). Visual and verbal identity. Brands and branding, 113-26.

Get Smart 2023. Brand Management. Components of a Brand Identity System. ( Module 3 Unit 2) Available on Get Smart portal.

Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed., pp. 264-266). Pearson Limited Edition.

Saraco, F. (2023). How the Instagram Algorithm Works [Photograph]. https://www.shopify.com/blog/instagram-algorithm

Shukla, S. (2023). Boost Your Instagram Engagement: 7 Strategies to Become Instagram Famous [Photograph]. Website. https://socinator.com/blog/how-to-become-instagram-famous/

Vidigal, F. (2012). Play-Offs : Key Visual - Nike [Photograph]. Website. https://cargocollective.com/FlavioVidigal/PLay-Offs-Key-Visual-Nike

(2023). Nike [Photograph]. Website. https://www.nike.com/za/

(2023). Nike Vector [Photograph]. https://www.dreamstime.com/nike-logo-brand-vector-collection-nike-logo-brand-vector-collection-white-background-image252168925

(2017, July 24). Hidden meanings of 11 world's most famous logos'. The Economic Times. Retrieved July 7, 2023, from https://economictimes.indiatimes.com/industry/services/advertising/hidden-meaning-of-11-worlds-most-famous-logos/nike/slideshow/59738997.cms