Brand Identity and Brand Image - Brand Identity Guru

It is important to distinguish between corporate identity, brand identity, and brand image. Corporate identity is concerned with the visual aspects of a company's presence. When companies undertake corporate identity exercises, they are usually modernizing their visual image in terms of logo, design, and collaterals. Such efforts do not normally entail a change in brand values so that the heart of the brand remains the same - what it stands for, or its personality.

Unfortunately, many companies do not realize this fallacy, as they are sometimes led to believe by agencies and consultancy companies that the visual changes will change the brand image. But changes to logos, signage, and even outlet design do not always change consumer perceptions of quality, service, and the intangible associations that come to the fore when the brand name is seen or heard.

The best that such changes can do is to reassure consumers that the company is concerned about how it looks. Brands do have to maintain a modern look, and the visual identity needs to change over time. But the key to successfully affecting a new look is evolution, not revolution. Totally changing the brand visuals can give rise to consumer concerns about changes of ownership, or possible changes in brand values, or even unjustified extravagance. If there is a strong brand personality to which consumers are attracted, then substantial changes may destroy emotional attachments to the brand. People do not expect or like wild swings in the personality behavior of other people, and they are just as concerned when the brands to which they have grown used exhibit similar "schizophrenic" changes.

On the other hand, if the intention is to substantially improve the standing of the brand, then corporate identity changes can be accompanied by widespread changes to organizational culture, quality, and service standards. If done well, and if consumers experience a great new or improved experience, then the changes will, over the longer term, have a corresponding positive effect on brand image. If you are spending a vast amount of money on corporate identity, it is as well to remember this. Brand identity is the total proposition that a company makes to consumers - the promise it makes. It may consist of features and attributes, benefits, performance, quality, service support, and the values that the brand possesses.

The brand can be viewed as a product, a personality, a set of values, and a position it occupies in people's minds. Brand identity is everything the company wants the brand to be seen as.

Brand image, on the other hand, is the totality of consumer perceptions about the brand, or how they see it, which may not coincide with the brand identity. Companies have to work hard on the consumer experience to make sure that what customers see and think is what they want them to.

To measure how strong your brand image is click on this link: (http://brandidentityguru.com/bightml/brandmasterpiece.html) or copy and paste. Then click "Take the brand strength test". This is a short survey that measures the strength of any company's brand. It's a great tool to see where you are today.

Scott White is President of Brand Identity Guru (http://www.brandidentityguru.com), a leading brand consulting and market research firm located in Easton, Massachusetts, USA, near Boston.

Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation. Over the course of his 15-year branding career, Scott White has worked in a wide variety of industries: high-tech, manufacturing, computer hardware and software, telecommunications, banking, restaurants, fashion, healthcare, Internet, retail, and service businesses, as well as numerous non-profit organizations.

Brand Identity Guru clients include: Sun Life Financial, Coca Cola, HP, Sun, Nordstrom, American Federal Mortgage, Simon (America's largest shopping mall manager) and many others, including numerous emerging growth companies.

Scott White is a very enthusiastic speaker and has the gift of being able to explain the principles of branding in a compelling and entertaining manner so that people at all levels can understand.

---

The Big Uneasy: Clearing the Clouds of Guess

People often come to me to assist them with developing... Read More

Counterfeit Branding - Representing True Globalisation!

From cigarettes to fashion accessories to food products to medicines,... Read More

Branding Your Radio or TV Campaign With A Musical Identity (aka Audo Logo, aka Jingle)

You don't think twice about a business card and letterhead... Read More

Wealthiest 10% of Americans Name Top Quality Brands for 8 Products in New Survey

The seventh in a continuing series of twice-yearly surveys by... Read More

What Make Us Unique and Different

Starting a business can take a lot of time, money,... Read More

Branding On The Web Is Like Mining For Fools Gold

I am sick and tired of marketing geeks touting the... Read More

Choosing The Right Business Name

Sometimes, new entrepreneurs are in such a rush to get... Read More

Branding: Bring Back the Jingle!

Did you grow up in the '70s and '80s? If... Read More

Brand Building For Profit: The Colour Behind the Brand and Why I Wear Red Ties!

Colour is essential to building a strong brand.Many of you... Read More

Build Brand Identity - Brand Identity Guru

Successful Guru marketers have a secret weapon that they use... Read More

Branding Is Not Selling Out: ITS SELLING IN

Ever see an amazing band perform and wonder why you've... Read More

Brand to Sell Well

Branding is an application of appropriate marketing techniques in the... Read More

Branding - More Than Just a Statement - A Memory Scar

Conjure up in your mind broad rolling meadows with runs... Read More

Is Your Logo Helping or Hurting Your Business?

The quality of your logo can mean the difference between... Read More

Boston Brand Building - Brand Identity Guru

"Make no little plans, they have no magic to stir... Read More

Branding: All My Exs Live In...

...my senses. I know, you were thinking 'Texas'. Well, if... Read More

Managing the Corporate Brand - a Reputation Perspective

Adored, respected and coveted by customers and organisations alike, corporate... Read More

Effective Public Relations Essential for Personal Branding

Move over pop star "Posh Spice" Adams and English soccer... Read More

Importance of Branding - Whats in a Name?

Branding is perhaps the most important facet of any business--beyond... Read More

How To Create A Brand That Sticks

Most people, when they hear the word branding, think logos... Read More

10 Secrets for Free Media Placement

Why pay a high priced PR agent when you can... Read More

Im Just Starting, Why Do I Need a Logo Design?

Businesses eager to open often give little thought to their... Read More

Three Brand Identity Myths That Will Bring Your Business Down

To begin, let's define "Brand Identity," which is the combination... Read More

Intelligent Design comes from Brand & Account Planners

I've been reminded recently, rather forcefully, that not all reality... Read More

Nike / Sears / Kmart

The Sears-Kmart merger hopes to fabricate some sort of silver... Read More

Brand Your Consulting Brilliance

Today's competitive marketplace for consulting services is no longer responsive... Read More

Brand Equity - Brand Identity Guru

7 Qualities Of A Strong Brand:1. Commands premium pricing while... Read More

The MOST Expensive Mistake You Can Make

Most people who own a small business have a huge... Read More

Brand Value Plan - Brand Identity Guru

Developing brand value is critical to every organization and when... Read More

Brand Components

Your brand is the culmination of everything about you and... Read More

Getting Started in the Mail Order Business. How Much Does It Cost?

INTRODUCTION To get any business started successfully takes many ingredients.... Read More

Power Your Word for Profit

Discovering and owning a powerful word that reflects you and... Read More

Trademark: Do I Need One for My Business Name and Logo?

Wondering if a trademark is important to you as a... Read More