PBL Task 4 : Brand identity and image

PBL Task 4 : Brand identity and image

Discussion

A suggestion for the problem was thrown in right off the bat, which made the progress slightly faster than usual and the team quickly decided the problem to had for the time being and moved on to brainstorming.

Problem : How to create a strong brand identity and image ?

Learning objectives

1.    The difference between brand identity and brand image.

2.    How to design a brand identity?

-       Brand identity models

-       How to communicate the identity to the customers ?

1. The difference between brand image and brand identity ?

- Brand image is the general impression of a product held by real or potential consumers. It's developed over time through advertising campaigns with a consistent theme, and is authenticated through the consumers' direct experience.

- Brand identity  is the visible elements of abrand (such as colors, design, logotype, name and symbol) that together identify and distinguish the brand in the consumer's mind.

The brand's Image is the 'personality' of the brand how it is viewed in the marketplace and by consumers. The Brand Identity is the 'internal' view of the brand how the marketer perceives and communicates the brand's image to the market place and how the marketer wants the brand to be perceived. A successful brand image is therefore one that matches the brand identity.


2. How to design a brand identity?

-       Brand identity models

-       How to communicate the identity to  the customers ?

1.   

1.    Work with a brief

A brief that's drawn up from a clear brand strategy enables both parties to rationalise the design decisions.

2.    Do your research

Understand the personality of the brand - its history, function and the ethos behind it all.

3.    Gauge their expectations

It can be a valuable exercise to ask clients to do their own exploration into finding references for their branding: you'll soon see what they like.

4.    Check the competition

Look at the colours, typefaces and visual styles used by rivals, and then create something truly unique, positioned away from them all. Think of the varied uses, colours and sizes of your design. Then stand back and consider it with your client hat on.

5.    Don't ignore the client

No matter how much experience you have, the client knows the product better than you ever will. Rushing in with a set of en vogue visuals might get you praise from your peers, but could be off-kilter with your client's expectations and what's best for the brand.

 

http://www.businessdictionary.com/definition/brand-image.html
https://creativemarket.com/blog/2013/07/23/designing-a-brand-identity
https://www.linkedin.com/today/post/article/20140518234704-16573298-brand-identity-vs-brand-image-is-there-a-difference
http://designingbrandidentity.info/ 
http://www.creativebloq.com/branding/create-brand-identity-1233282

Designing Brand Identity: An Essential Guide for the Whole Branding Team Hardcover – November 6, 2012

by Alina Wheeler