Brand Identity vs. Brand Image (8) Flashcards
What is brand identity?
The brand identity is the way that a company wishes to be portrayed. It is the ideal image that a brand wishes to portray and the messages it wishes to communicate.
The brand identity is the way that a company ______ to be portrayed.
wishes
Brand identity is the ____ image that a brand wishes to portray and the messages it wishes to communicate
ideal
brand identity is the ideal image that a brand wishes to ______ and the _________ it wishes to communicate
portray, messages
What is brand image?
A brand image, on the other hand, is how consumers actually view a brand and what associations they have with it.
A brand image is how consumers actually _____ a brand and what ______ they have with it.
view, associations
what are the differences between brand identity and brand image?
What are the steps to establish a brand identity and communicate it in a clear and consistent way so that consumers will have an accurate image of the brand?
Step 1- create brand identity (intangible)
Step 2- Cohesively communicate the brand (tangible)
Step 3- Fulfill brand promises
Step 4- get feedback on branding
The first step in branding it to…
establish a clear brand identity. The more clearly you can define your brand identity, the more easily consumers can understand it. If you don’t know who you are as a company or product, it’s hard to communicate to others who you are.
The more clearly you can define your brand identity, the more ______ consumers can understand it.
easily
if you don’t know who you are as a company or product, it’s hard to communicate to others who you are.
the brand identity should ________ represent who or what the company/product is.
authentically
Don’t try to trick customers into believing something about the company that doesn’t really ring true.
Brand strategist Mike Loomis says: “My two guidelines for a powerful brand are that it is ________ and __________. An influential brand must be 100% both….
authentic, persuasive
…Branding is being 1000% you, on purpose, every day.”
What aspects of the brand identity should be clearly identified and defined in order to clearly communicate that brand identity?
1. Brand name and/or brand mark
This is the most basic part of company identification. Establish a brand name and/or mark that represents the brand.
2. Brand promise/brand purpose
The brand purpose and promise are why the brand exists. Why does the brand operate, and what value does it bring consumers?
3. Brand tune and personality
For this element, a marketer can establish what tone — such as formal or informal — that the brand wishes to portray. For instance, a bank may want to have a serious, yet personable image
- Associations and Brand Words
Choose what associations are most important. For instance, these associations can relate to brand attributes and usage situations. Choose compelling words and phrases that represent what differentiates you. Include any words, phrases, or mottos that you want people to remember.
Once you have established your desired brand identity, it’s important to communicate that identity in a ______ and _______ way.
consistent and cohesion
This is the tangible element of branding. It is finding ways to express the brand identity clearly to the public.
Look for ways to communicate your brand identity through any customer _________, which is any place that the company has a point of contact with the customer.
touchpoint
is tangible
What elements can be used to communicate a brand identity?
1. Consistent Logo Usage
Use a consistent logo across all communication. The more consistent the logo usage is, the easier it is to identify.
2. Colors
Colors have associated meaning. Research which colors best fit the image that your company wishes to portray and use those consistently. For instance, in western cultures, navy blue has an associated meaning of stability.
3. Fonts
Fonts have very distinct associated meanings associated as well. For instance, fonts such as Comic Sans tend to be used in designs that are meant to appear childlike.
4. Packaging
Any product packaging should have material and design that represents the brand identity.
5. Photos and videos
the photos and videos displayed on a company website help portray a company image. Photos should be up to date and exhibit the feel or attitude with which a brand wishes to be associated.
- Website Content
For many companies or brands, especially in the service industry, a website is the face and representation of the brand. Brand colors should be reflected throughout the website, and the “feel” of the site should match the brand’s tone or personality.
The more consistent the logo usage is, the easier it is to _______.
identify
Fonts have very distinct associated meanings _______ as well
associated
Photos should be up to date and exhibit the feel or
________ with which a brand wishes to be associated.
attitude
Brand colors should be reflected throughout the website, and the “feel” of the site should match the brand’s tone or _______.
personality
This last part of branding seems the simplest and most obvious, but it’s actually the most difficult to achieve. What is the last step?
fulfill brand promises
Maintaining your company’s brand means following through on the ________ that you communicate and the ________ you make.
messages, promises
If your brand identity says that you are a high-quality shoe company and you communicate to the public that you are a high-quality shoe company but your product falls apart (as mentioned in an earlier example), then you’re not going to end up with a brand as a high-quality shoe company.
CREATE BRAND ________ TO CONSISTENTLY PORTRAY THE BRAND
Guidelines
Brand guidelines can include everything from how and where to display a logo to what colors to use for uniforms. Some companies’ brand guidelines even list phrases that company representatives should use while interacting with customers.
For services in particular, the employee is the ______. And for products, the frontline employees are the ________ of the company that the customer sees.
brand, face
By putting specific employee _______ in place, the marketer ensures that the brand is portrayed accurately to the customers.
standards
After a brand has proactively established its brand identity, it is vital to follow up with consumer insight ________ to see how consumers ____ the brand.
research, view
If consumers view the brand image the same as the company’s brand identity, then the marketing efforts are _________ communicating the brand.
If consumers view the brand very differently than what the marketer intended, then perhaps the _______, brand follow through, or the product itself is not living up to what the company_______.
The marketer can then ______ the issue and improve the branding strategy.
succesfully
messaging, intended
identify
If a marketer is rebranding, he or she should… c
onduct periodic market research to see how the public view of the brand has shifted.
If a marketer is rebranding, he or she should conduct periodic market research to see how the public view of the brand has ______.
shifted
The marketer can then make any needed adjustments to the branding strategy to address any issues or deficits.
