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Brand identity vs brand image

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Let’s get the party started.

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But before we start - please, set this presentation to

fullscreen.

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Much better. Thanks.

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What’s an identity and what’s an

image?

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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.

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It’s the same when we are talking about brands.

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The Difference

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Who the fuck am I? - the brand said.

Identity

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Identity Image

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Who the fuck am I? - the brand said.

Who the fuck this brand is? - the client said.

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Identity

Who the fuck this brand is? - the client said.

Image

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Who the fuck am I? - the brand said.

Brand’s point of view Audience’s point of view

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The relation

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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

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?

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So in other words: is it possible to built an exact,

dreamed-of brand image?

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I don’t know. But I know how get closer to this

dream. Actually it’s the topic of this presentation.

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How to do it?

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You need to connect identity and image via

whole brand’s communication.

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Identity Image

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Who the fuck am I? - the brand said.

Communication

Brand’s point of view

Who the fuck this brand is? - the client said.

Audience’s point of view

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But what ’communication’

really means?

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Communication

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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.

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People don’t believe in words. They believe in

acts.

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Look at this guy

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Lightyear wants to be known for his bravery and courage. He

believes that his special powers will help him save the world.

Buzz Lightyear

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He thinks that he’s the special one

Look at this guy

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but you know the truth

Look at this guy

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He thinks that he’s the special one

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He can’t fly. He’s laser weapon occurs to be just a light.

And yes. He can breath with open ’helmet’.

It’s just a toy :(

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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.

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Communication places

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Brand Idea

Corporate identity

Topic

Personality

Behaviour

Enviroment

Acts

Products

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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.

Brand idea

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.

Corporate identityWhat 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

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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.

PersonalityHow 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.

BehaviourWhat 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

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Now it’s time to get back to

communication.

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Identity Image

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Who the fuck am I? - the brand said.

Brand’s point of view

Personality

Behavior

Acts

Products

Environment

CI

Topic

Who the fuck this brand is? - the clinet said.

Audience’s point of view

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Show your idea in every of these places.

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It will help you built strong and

respected brand.34

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thank you

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I just can not tell you.

Follow me for next presentations

See u soon.

Who am i?

UnderlineEight@gmail.com

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one more thing

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Do you know how to change the color of

this heart for a moment?

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Just click it.

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