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.

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Google News Updated : Fri, 25 Jul 2008 06:52:22 GMT 20 Questions for Steve Ballmer - PC Magazine 20 Questions for Steve Ballmer PC Magazine - Jul 22, 2008 Microsoft's CEO faces a tough test this week as he prepares to face financial analysts. Before he gets to their questions, here are some of my own. Publ.Date : Wed, 23 Jul 2008 04:03:44 GMT 4 Spitzer appointees accused of ethics violations - The Associated Press New York Daily News 4 Spitzer appointees accused of ethics violations The Associated Press - 8 hours ago ALBANY, NY (AP) - Three former aides to ex-Gov. Eliot Spitzer and the former head of the state police were charged with ethics violations Thursday over travel records released to discredit a political rival, a scandal that consumed Spitzer's ... Spitzer Adminsitration Broke Law with "Travelgate" WNYC No Charges For Spitzer In "Choppergate" Scandal NY1 WXXA - WNBC - WENY-TV - North Country Gazette all 252 news articles Publ.Date : Thu, 24 Jul 2008 22:41:09 GMT News in Brief - Ha'aretz News in Brief Ha'aretz - 7 hours ago Israeli and Syrian officials will meet for a fourth Turkish-brokered round of talks in Turkey early next week, Saudi newspaper Al-Watan reported yesterday, citing diplomatic sources in Damascus. Publ.Date : Thu, 24 Jul 2008 23:49:05 GMT Heavyweights to Lobby for More Biofuel - Washington Post Washington Times Heavyweights to Lobby for More Biofuel Washington Post - 1 hour ago A group of the world's biggest agribusiness companies announced it will use lobbyists on Capitol Hill and national ads to build the case for fuels such as ethanol and biodiesel, even as grain prices climb worldwide. Agribusiness Group Forms To Protect Ethanol Subsidies Wall Street Journal Agribusinesses join forces to combat ethanol critics Chicago Daily Herald Reuters - CNNMoney.com - International Herald Tribune - Feedstuffs all 53 news articles Publ.Date : Fri, 25 Jul 2008 05:46:07 GMT Stricter criteria for the state's graduates? - Seattle Post Intelligencer Stricter criteria for the state's graduates? Seattle Post Intelligencer - 1 hour ago By JESSICA BLANCHARD New rules adopted Thursday by the Washington State Board of Education would strengthen high school graduation requirements by 2016 -- but they may not come to fruition unless the state Legislature provides more money for public ... Proposals would raise standards for education grants Houston Chronicle State board votes to boost high school graduation requirements TheNewsTribune.com Dallas Morning News - The Columbian - Houston Chronicle all 26 news articles Publ.Date : Fri, 25 Jul 2008 04:56:48 GMT US Expands Visa Program for Iraqi Allies - New York Times Earthtimes (press release) US Expands Visa Program for Iraqi Allies New York Times - 58 minutes ago By ALISSA J. RUBIN BAGHDAD - The American Embassy in Baghdad announced Thursday that it had expanded tenfold its program to help Iraqi employees of the American government here, who faced threats for their work, to obtain visas and ultimately ... US Can't Keep Up On Visas for Iraqis Washington Post US unveils Iraqi visa program Middle East Times MLive.com all 108 news articles Publ.Date : Fri, 25 Jul 2008 05:53:41 GMT Diversity in news media could falter - USA Today Diversity in news media could falter USA Today - 5 hours ago By Edward Iwata, USA TODAY CHICAGO - As the economy sputters and media companies slash jobs, diversity in US newsrooms is likely to suffer, minority journalism leaders here said Thursday. Plenary Session at UNITY '08 on Globalization at 9:00 AM in ... MarketWatch McCain ignores 5000 journalists Chicago Sun-Times Editor & Publisher - Broadcasting & Cable - Chicago Defender - MarketWatch all 29 news articles Publ.Date : Fri, 25 Jul 2008 00:54:41 GMT Amazon Content Clickbank

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