What is brand identity vs. brand image?
Brand Identity is how you want the consumer to perceive your product or brand. It helps to shape the personality of the product, service or company. It’s the voice you give your product or service.
Brand Image is the perception of your product or brand by consumers. It’s what they hear.
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Compare different brand identity models.
- Kapfere model:
According to Kapferer, the brand identity prism is a good tool for analysing brands. It gives a description of how the brand owner wants the target group to perceive the brand identity. (Apéria , T., Back, R. 2004) The brand identity prism consists of physique, personality, culture, relationship, reflection and self-image. These concepts together define the brand identity that can be communicated to consumers. (Kapferer, J-N. 2004)
Physique
The physique consists of the salient objectives, which are the features that immediately come to mind when thinking about a brand. Furthermore it is the brand’s strength of character and its intangible outer value.
Personality
This is a way in which the company is communicating its products. It describes what kind of a person the brand would be if it were human and its characteristics. A spokesperson can easily form a brand’s personality.
Culture
Culture is a set of values that are the brand’s inspiration. It is the source of a brand’s core values. Culture links the brand to the firm and plays an essential role in differentiating the brand.
Relationship
Every brand has to maintain a good relationship with their customer, which marketing measurements are intended to do.
Reflection
It is a description of the way customers wishes to be seen as a result of using a brand. This reflection becomes identification.
Self-image
Self-image is the target’s internal reflection. It is individuals’ attitudes towards certain brands and by purchasing certain brands customers send out a picture of who they want to be.
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- De chernatony model:
De Chernatony (1999) has developed a model called ―the process of managing a brand, which conceptualizes Brand identity. According to the model, Brand identity consists of four aspects; Personality, Positioning, Vision & Culture and Relationship. All aspects influence each other; however, the brand’s vision and culture is the core aspect which determine and drive the brand’s desired positioning, personality and the subsequent relationships. The Brand identity is passed on to stakeholders that reflect and interpret the identity as a presentation (De Chernatony, 1999). As previously stated in the introduction, Brand image is presented as the consumer’s perception of the brand. This definition is well suited even for this model, however De Chernatony (1999) adds that aspirations and self-images are the main influences for stakeholders’ Brand image. The created Brand image thereafter causes stakeholders to forms opinions of the brand which De Chernatony (1999) refer to as reputation. The reputation can either be positive or negative and has a direct influence on the brand. Overall, the model highlights the importance of brand managements’ task of managing the brand, especially when negative brand images and reputations of the brand occur. This process of influence is seen as circular and ongoing, which is also reflected in the model (De Chernatony, 1999)
Personality
The brand personality establishes what specific characteristics the brand has, and these characteristics should indicate how the brand would be in human life. By humanizing a brand, it plays a more central part in consumers’ lives (Kapferer, 2008). Aaker (1997) also states that brand personality refers to the set of human characteristics associated with a brand. It regards how the brand personality enables a consumer to express his or her self through the consumption of a brand. Furthermore, brand personality increases consumer preference and usage, evoke emotions in consumers, and increases levels of trust and loyalty (Aaker, 1997).
Positioning
Companies can distinguish brands according to their positioning, which is when one emphasizes the distinctive characteristics that make it attractive to consumers and different from its competitors. Positioning sets the product apart from the competition. However, the researchers stress that companies also need to pay attention to other aspects of the positioning; understanding the frame of reference that your brand is working in and address the features that your brand has in common with the competition. This will ensure the companies a better understanding of the market. Moreover, Sujan and Bettman (1989) believe that the aspects of the brand itself, such as physical attributes or situational factors, determine which positioning strategy is best suited for the brand. The positioning also influences the customers’ perception of the brand and their memory, which in turns can determine in what category the brand is seen to operate in (Sujan & Bettman, 1989).
Vision & Culture
As De Chernatony (1999) mentions, a brand needs a clear vision that describes a well-defined direction of what it wants to achieve. Managers need to envisage the brand’s environment for at least five years ahead and consider how the brand is going to make the future world they operate in better. The brand culture describes the set of values that are feeding the brand’s inspiration, as well as explains where the product is derived. To improve the communication with consumers and decrease misunderstandings, Kapferer (2008) stresses that brands need its own culture from which every product should originate. Also, cultural values are principles that determine how people perceive themselves and others. It is also highlighted that marketers need to view the brand culture as the main weapon considering it can increase the competitive advantage in operating markets (Banerjee 2008).
Relationship
The relationship is defined as the interaction between consumers’ attitude towards the brand and the brand’s attitude towards the consumers. This means that consumers’ perception plays an important part in the brand communication. Kapferer (2008) and Lannon and Cooper (1983) agree that brands need to be the voice that the consumers hear. The communication should answer who you are, where you are in life and where you are going. Brands and consumers are therefore connected since they are part of ourselves and we are part of our brands. Brands need to act, deliver and relate in accordance with the consumers, and companies need to consider this when communicating with the consumers. Every part of the communication, such as images and symbols must relate to and exploit consumers’ values and lifestyles. Moreover, De Chernatony (1999) explains that the relationship and increased interaction can boost the innovation and success for the brands, considering the company gain furthered understanding of the consumer.
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How is the visual identity based on the brand identity?
Brand identity is defined by how customers perceive a brand and its products. By the same token, visual identity can be interpreted as building the brand’s characteristics.
This creation helps to influence the customers’ perception of a brand through the visuals they see from it. Furthermore, approved design choices made on these visual elements reflect as well how the brand owners feel about their brand. (Thomas 2015.) As the market becomes saturated, business owners gradually lessen the importance of building reputation solely on products or services.
The idea of a brand illustrated by visuals seems to grow more important in measuring a brand success. It is unfair to judge a brand by its cover. Nevertheless, if the brand’s story is well- expressed and visual elements are catchy and engaging, despite the product being mediocre, consumers can still value the brand much more than what it is actually worth.
To sum up, visual identity can be taken as the sum of everything the audience can tangibly see when the brand is given a chance to be recognized against competitors. For example, logo, colours, packaging design, web design etc. Visuals designed for the identity of the brand have to convey a story. This can make or break the brand’s values and its position in the competition if conducted poorly. (Thomas 2015.)
Analyze the brand identity of a chosen company with a suitable model.
Startbucks by Kapfere model:
- Physique: Starbucks is product-oriented, has good quality coffee and has a soft and cosy atmosphere (green colours).
- Personality: Starbucks is quality-oriented, traditional and federative.
- Culture: commitment and respect are being central within Starbucks.
- Relationship: within Starbucks, this is known as proximity, personalisation, friendship and conviviality.
- Reflection: the typical user of Starbucks is connected, qualitative and traditional.
- Self-image: the users of Starbucks see themselves as quality-oriented, environmentally and ethically responsible.
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Analyze (or design) the visual identity of a chosen company.
The traces of the siren across the full refreshed visual toolkit. Her wavy hair becomes a graphic pattern. The shapes in her crown adorn their credit card. And next time you open your Starbucks app, take note of the background. She’s an elusive symbol, but one that feels perpetually present. In fact, Starbucks retail stores worldwide have been stripped of obvious branding for a clean, modernized interior. The distinct Starbucks feel is achieved through the consistent application of Siren patterns across both packaging and environmental design.
These Siren-inspired visual elements help set the brand apart from its admirers and identity thieves.
Coffee shops around the world were exploiting variations of the Starbucks name and logo. Venus-like figures emerging from black and green circles posed a challenge for the Starbucks brand. However, the new proprietary design language allows Starbucks to remain simple, yet striking. The design ensures the global brand can maintain its distinct identity across all their environments, including the digital space.
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https://lippincott.com/work/starbucks/
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