The document discusses the difference between a brand's identity and image. A brand's identity is its own view of what it stands for, while its image is how audiences perceive it. To align identity and image, a brand must communicate its core idea through every aspect of its business. This includes corporate identity, topic, personality, employee behavior, marketing activities, product design, store environments, and headquarters. Effectively communicating across all of these areas helps build a strong, respected brand by showing audiences what the brand truly represents through its actions, not just words.
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And trying to make it
equal.
A lot of people thinks that everyone sees the same. But of course
it’s not true. You may have a great idea, but if you are showing it
poorly, nobody will understand what you want to say.
It’s important to
see the difference.
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10. UnderlineEight
Identity
Who the fuck this brand is?
- the client said.
Image
10
Who the fuck am I?
- the brand said.
Brand’spointofview Audience’spointofview
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Is it possible to make it
equal?
The relation in which these two parameters are equal is a dream for
marketers.
Of course for those smart ones who know what their brand want to say.
image = identity
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?
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Identity Image
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Who the fuck am I?
- the brand said.
Communication
Brand’spointofview
Who the fuck this brand is?
- the client said.
Audience’spointofview
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The main mistake of many brands is to think, that their
communication ends with writing few sentences about the brand
and its mission on the website.
Sorry. Its not enough.
Don’t believe in words.
Believe in acts.
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Lightyear wants to be known for
his bravery and courage. He
believes that his special powers
will help him save the world.
BuzzLightyear
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He can’t fly. He’s laser weapon
occurs to be just a light.
And yes. He can breath with
open ’helmet’.
It’sjustatoy:(
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You know the truth
about Buzz…
…because he only talks about his special features. He doesn’t
have them in reality. Other toys are laughing at him.
It’s the same with brands. If you want people to respect your
brand you need to act. Not only talk.
My advice - show the
brand’s idea in every
fuckin possible place.
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30. UnderlineEight
How your stores and headquarter
looks like.
For example when you are producing
Scandinavian interior design
products, your HQ need to be
decorated in this style.
When you are producing sport goods
it nice to have a basketball court in
the backyard.
Enviroment
It’s the main idea for the brand. You
need to define what you want to say,
how you want to be remembered.
What image of your brand do you
want to built.
So yes it’s a brand identity.
Brandidea
You can call it even a key visual. Here
you will find all visible things like
logo, colors, fonts and so on.
You are defining how your brand
looks like.
Corporateidentity
What is the topic that you are in?
For example Dove is interested in
discovering the real beauty in every
woman. KitKat is about taking a
break. TicTac = freshness.
Find something for yourself.
Topic
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Be careful with words which you are
using. You could be very emotional
or very calm. You could shouting,
swearing or whispering, be expansive
or write briefly.
Style is crucial.
Personality
How people from your organization
behave.
I know one brand where employees
have a break between 12am and 1pm
to ride their bikes. It proves that they
are really interested in cycling. Why?
Because they are bikers.
Behaviour
What activities do you undertaking?
Here you will define all stuff related
with promoting your brand.
Touch points, campaigns…
Acts
It’s the most obvious.
Features of products define you.
Just look at cars. Porsche cars tells a
lot about the brand. Compare it to
Volvo. You see difference.
Products
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Identity Image
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Who the fuck am I?
- the brand said.
Brand’spointofview
Personality
Behavior
Acts
Products
Environment
CI
Topic
Who the fuck this brand is?
- the clinet said.
Audience’spointofview