Evaluating a Brand Identity Planning Model for an Independent Contractor

Abstract

Evaluating a Brand Identity Planning Model for an Independent Contractor consists of evaluating the 4 perspectives of the Aaker Brand Identity Planning Model. These 4 perspectives consist of brand as product, organisation, person and symbol. The researcher, in this document has determined if these perspectives will indeed assist an independent contractor within the creative field to resonate more with their possible clients. The aim of this study is to assist independent contractors within the struggling South African economic climate, helping them find and keep clients. Is it possible to build a brand identity for an independent contractor, specifically a freelance graphic designer, using a brand identity planning model? The researcher has taken the evaluation approach, utilizing a thematic content analysis to examine and narrate the data collected from in-depth interviews. Using the semi-structured in-depth interview tool the researcher has determined that all 4 perspectives affect directly and indirectly, emotionally and functionally, the beliefs, confidence and trust prospective clients have within an independent contractor. To the participants, the visual perspectives of a freelance graphic designer are vital to their choice, but not only the visuals, also the personality and the brand story.