BRAND IDENTITY
This topic can become confusing but it doesn’t have to.
- Brand identity in short is the visual aspects that advertises or is associated with a particular brand.
- Brand image is the reaction of the market, or emotional connotation to the particular brand.
In other words, a certain brand image can have a positive, negative or mixed image, differing from group to group, or individual to individual.
This brand image will be influenced by the brand identity. Is it aesthetically pleasing or not, is it clean, humorous, professional looking, confusing and so on? Brand image will be influenced by many other factors such as experiences with the brand, what others say, price, availability, and etcetera. Sometimes certain factors of brand image are ou
tside of your control. Brand identity on the other hand, which contributes to brand image should always be controlled.
It is critical to govern the areas of your company which fall under your control. A corporate identity standards document must be created stipulating the exact colours, text, *logo image, company terms and conditions and etcetera. Every document that leaves your company should be seen as official and is not only a representation of your commitments and procedures but contributes to public perception.
The same house will be valued more or less the same by a professional valuator, irrespective whether the kitchen was clean and organised or not. That same house will however fetch a different price from a potential buyer if it was clean and organised or chaotic.
*A logo is the most basic form of brand association.
