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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Brand identity vs brand
image

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Let’s get the party
started.
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But before we start - please,
set this presentation to
fullscreen.

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Much better. Thanks.

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What’s an identity
and what’s an
image?

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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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It’s the same when
we are talking
about brands.
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TheDifference
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Who the fuck am I?
- the brand said.
Identity
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Identity Image
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Who the fuck am I?
- the brand said.
Who the fuck this brand is?
- the client said.

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Identity
Who the fuck this brand is?
- the client said.
Image
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Who the fuck am I?
- the brand said.
Brand’spointofview Audience’spointofview

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Therelation
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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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So in other words:
is it possible to built an exact,
dreamed-of brand image?
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I don’t know.
But I know how get closer to this
dream. Actually it’s the topic of this
presentation.
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Howtodoit?
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You need to connect
identity and image via
whole brand’s
communication.
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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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But what
’communication’
really means?
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Communication
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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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People don’t believe in
words. They believe in
acts.
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Lookat
thisguy
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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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Hethinks
thathe’sthe
specialone
Lookat
thisguy
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butyouknow
thetruth
Lookat
thisguy
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Hethinks
thathe’sthe
specialone

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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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Communication places
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Brand
Idea
Corporate
identity
Topic
Personality
Behaviour
Enviroment
Acts
Products

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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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Now it’s time to get
back to
communication.
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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

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Show your idea in
every of these places.
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It will help you built
strong and
respected brand.
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thank you
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I just can not tell you.
Follow me for next presentations
See u soon.
Whoami?
UnderlineEight@gmail.com
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onemorething
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Do you know how to
change the color of
this heart for a
moment?
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Just click it.
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