Brand identity vs brand image
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The document discusses the difference between a brand's identity and image. A brand's identity is its own view of what it stands for, while its image is how audiences perceive it. To align identity and image, a brand must communicate its core idea through every aspect of its business. This includes corporate identity, topic, personality, employee behavior, marketing activities, product design, store environments, and headquarters. Effectively communicating across all of these areas helps build a strong, respected brand by showing audiences what the brand truly represents through its actions, not just words.
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Brand identity vs brand image
- 1. UnderlineEight _8 1 Brand identity vs brand image
- 2. UnderlineEight Let’s get the party started. 2 But before we start - please, set this presentation to fullscreen.
- 3. UnderlineEight 3 Much better. Thanks.
- 4. UnderlineEight 4 What’s an identity and what’s an image?
- 5. UnderlineEight And trying to make it equal. A lot of people thinks that everyone sees the same. But of course it’s not true. You may have a great idea, but if you are showing it poorly, nobody will understand what you want to say. It’s important to see the difference. 5
- 6. UnderlineEight It’s the same when we are talking about brands. 6
- 8. UnderlineEight Who the fuck am I? - the brand said. Identity 8
- 9. UnderlineEight Identity Image 9 Who the fuck am I? - the brand said. Who the fuck this brand is? - the client said.
- 10. UnderlineEight Identity Who the fuck this brand is? - the client said. Image 10 Who the fuck am I? - the brand said. Brand’spointofview Audience’spointofview
- 12. UnderlineEight Is it possible to make it equal? The relation in which these two parameters are equal is a dream for marketers. Of course for those smart ones who know what their brand want to say. image = identity 12 ?
- 13. UnderlineEight So in other words: is it possible to built an exact, dreamed-of brand image? 13
- 14. UnderlineEight I don’t know. But I know how get closer to this dream. Actually it’s the topic of this presentation. 14
- 16. UnderlineEight You need to connect identity and image via whole brand’s communication. 16
- 17. UnderlineEight Identity Image 17 Who the fuck am I? - the brand said. Communication Brand’spointofview Who the fuck this brand is? - the client said. Audience’spointofview
- 20. UnderlineEight The main mistake of many brands is to think, that their communication ends with writing few sentences about the brand and its mission on the website. Sorry. Its not enough. Don’t believe in words. Believe in acts. 20
- 21. UnderlineEight People don’t believe in words. They believe in acts. 21
- 23. UnderlineEight 23 Lightyear wants to be known for his bravery and courage. He believes that his special powers will help him save the world. BuzzLightyear
- 26. UnderlineEight 26 He can’t fly. He’s laser weapon occurs to be just a light. And yes. He can breath with open ’helmet’. It’sjustatoy:(
- 27. UnderlineEight You know the truth about Buzz… …because he only talks about his special features. He doesn’t have them in reality. Other toys are laughing at him. It’s the same with brands. If you want people to respect your brand you need to act. Not only talk. My advice - show the brand’s idea in every fuckin possible place. 27
- 29. UnderlineEight 29 Brand Idea Corporate identity Topic Personality Behaviour Enviroment Acts Products
- 30. UnderlineEight How your stores and headquarter looks like. For example when you are producing Scandinavian interior design products, your HQ need to be decorated in this style. When you are producing sport goods it nice to have a basketball court in the backyard. Enviroment It’s the main idea for the brand. You need to define what you want to say, how you want to be remembered. What image of your brand do you want to built. So yes it’s a brand identity. Brandidea You can call it even a key visual. Here you will find all visible things like logo, colors, fonts and so on. You are defining how your brand looks like. Corporateidentity What is the topic that you are in? For example Dove is interested in discovering the real beauty in every woman. KitKat is about taking a break. TicTac = freshness. Find something for yourself. Topic 30 Be careful with words which you are using. You could be very emotional or very calm. You could shouting, swearing or whispering, be expansive or write briefly. Style is crucial. Personality How people from your organization behave. I know one brand where employees have a break between 12am and 1pm to ride their bikes. It proves that they are really interested in cycling. Why? Because they are bikers. Behaviour What activities do you undertaking? Here you will define all stuff related with promoting your brand. Touch points, campaigns… Acts It’s the most obvious. Features of products define you. Just look at cars. Porsche cars tells a lot about the brand. Compare it to Volvo. You see difference. Products
- 31. UnderlineEight Now it’s time to get back to communication. 31
- 32. UnderlineEight Identity Image 32 Who the fuck am I? - the brand said. Brand’spointofview Personality Behavior Acts Products Environment CI Topic Who the fuck this brand is? - the clinet said. Audience’spointofview
- 33. UnderlineEight Show your idea in every of these places. 33
- 34. UnderlineEight It will help you built strong and respected brand. 34
- 36. UnderlineEight I just can not tell you. Follow me for next presentations See u soon. Whoami? UnderlineEight@gmail.com 36
- 38. UnderlineEight Do you know how to change the color of this heart for a moment? 38