Identity vs. Brand extended www.astanford.com

Identity - Who you are - What you think about yourself - How you present yourself this or

Organization’s Visual Identity A name Logo Website - Advertising You name it…

Identity should express personality Apple brand personality: - Friendly Apple “look” is also friendly, from the website to the products design

Identity should express personality IBM Formal and professional

Image Image is how you are viewed by others This or

Image Image is people’s opinion or feeling about a product, service, company, or person.

Can you control people’s feeling?

Brand positioning helps It simplify the message and creates the motivation hook

Classic example: Volvo Safety First

Great example: BASF BASF: Invisible contribution, Visible success

Image vs. Brand When many people perceive the image in the same way the brand is born

Branding and Design come together The power of a design Branding and Design come together

Why design is important? of what we learn come to us visually

Identity, Image and the Brand Identity – the manifestation of the qualities Image – Other people perceptions Brand – Collective Agreement on the image

Tell me what is more important? - the Identity - the Image Identity vs. Image Tell me what is more important? - the Identity Or - the Image

Branding Branding techniques can be applied to any product, service, company or a person

By Bea Stanford, Visit www. astanford By Bea Stanford, Visit www.astanford.com For more stories about branding