What is the difference between brand image, brand identity and brand personality?
Brand Image, Brand Identity, and Brand Personality are essential terms when you start marketing campaigns for your company. How do people perceive your company and your products and services? What is your approach to finding it out?
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Image – How is your company perceived
Personality – Its the voice of your company. Its DNA, what makes it tick.
Your brand is the cornerstone of EVERYTHING you do. The logo is you quick identifier, support system.
But its all about fresh, quality content. There is no one campaign. Its the sum of all its parts that makes a company (brand) successful.
I would ask, what makes a brand vs a company.
There is a huge difference between the three and what they should do for the brand. The brand image includes how you want your brand to be viewed, and types of brands it is shown with, and much more. The brand Identity covers colors, usage, type treatment,etc., the brand personality is how you want the public to think about you, including your brand promise.
Brand Identity is the visual and verbal toolkit you utilize to create a personality for your brand. It consists of elements like fonts and color palette, tagline, positioning and messaging. Brand Personality is the attitude or mindset you try to create for your brand; it's somewhat intangible and is the sum of many different parts. Brand Image is the overall perception your brand projects to customers, prospects, employees and partners. It is the sum of brand identity and brand personality.
I think all of them start with your minds eye of how you want your company to be perceived...professional, intelligent, safe, exciting, imaginative, etcthen Marks comments are spot on. I always think its awesome and sometimes funny how logos are designed to give this perception and miss the mark by a mile
Your brand identity is things like your brand logo, your social media headers, and any graphic that immediately makes you think of a brand (think the CocaCola logo, their Facebook page banner, etc).
Your brand image is how people "see" your brand. It's how they feel about your business and if they view it positively or negatively. Most people view CocaCola favorably and have that warm and fuzzy feeling inside when they see an ad with polar bears.
Your brand personality is how your brand communicates. Typically, they have a set archetype that dictates the pattern of communication. CocaCola is classified as "The Innocent". Most of their messages are about finding joy in the simple moments. On the other hand, Pepsi is "The Joker". It's a lot funnier and is all about laughter and fun.
You can't control your brand image, but you have complete control over your identity (how things look) and your personality (how things sound).
In a nutshell, brand identity is nothing but the way in which a brand portrays itself to the target audience. On the contrary, brand image is the way existing, and prospective customers perceive a particular brand and connect with it.
Brand personality refers to the personification of any brand . It is basically a set of human characteristics or traits that are assigned or embedded within a brand. Brand personality is created when there are human-like traits such as caring, creative, trustworthy, unique, straightforward, rebel, dishonest.
Why should you bother defining a brand personality? A brand is a living entity and you need to think of it as such. Your brand communicates what you stand for, and makes you unique. It helps your target customers distinguish you from your competitors; and the connection is much more emotional than you might think.
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In simple terms, your brand is your reputation. Branding is the process of consciously shaping your reputation - and every organization has a brand, whether they create one intentionally or let it happen to them by others.
A brand personality is a way of describing the basic traits of an organization. The personality should be authentic, and for a small business, is typically a reflection of the business owner. However, it shouldn't reflect EVERY aspect of the business owner's personality. Only those that are a match for your customers expectations are appropriate. For example, a brand could be thought of as playful, fun, and zany. Brands that cater to children tend to show this type of personality. On the other hand, a law firm trying to exhibit these qualities might struggle to find clients.
I like to think of brand image as the company's fashion sense. What is the overall appearance of the company? Colors, patterns, typography, photography and/or illustration, package design, uniforms, website, architecture, interior design, advertising, and social media are some of the elements that contribute to a company's brand image. Would you hire a lawyer who arrived for a meeting wearing a yellow suite, red tie and a clown nose? Probably not but Ronald McDonald sells a lot of hamburgers.
A brand identity is the logo and design standards. It's what most people associate with "brand" but it is just one element in a larger program. A great logo will symbolize a core attribute of the brand - the personality and, perhaps, a reference to the product or service provided. Over the long term, it will remind people of all the great experiences they've had with the brand.
If you have further questions about branding and how to implement it, feel free to reach out to me. I'm happy to chat.
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Brand identity is the combination of all intentionally crafted pieces of the brand, which include (but are not limited to) the brand image and brand personality. Your brand itself is defined by the response it creates for your audience (you can think about it like a reputation).