{"id":2275,"date":"2024-03-01T17:05:25","date_gmt":"2024-03-01T13:35:25","guid":{"rendered":"https:\/\/dgding.com\/en\/?p=2275"},"modified":"2024-09-17T17:18:57","modified_gmt":"2024-09-17T13:48:57","slug":"what-is-brand-identity","status":"publish","type":"post","link":"https:\/\/dgding.com\/en\/what-is-brand-identity\/","title":{"rendered":"What is brand identity?"},"content":{"rendered":"

Some people limit the brand identity to the visual indicators of the brand.\u00a0Brand\u00a0identity<\/strong>\u00a0is one of the most important topics in\u00a0branding<\/a>\u00a0,<\/strong>\u00a0and there are many misconceptions and misunderstandings about it.<\/p>\n

When you ask the CEO<\/a> of a company if they have worked on their company’s identity or brand image, you are not unlikely to hear: yes.\u00a0we have worked\u00a0We have chosen the standard color of our company and all envelopes, letterheads and business cards have been designed accordingly.\u00a0Our company even has its own special smell and we regularly spray it all over the place.<\/p>\n

Those who work on their personal brand also fall into this trap.\u00a0In this way, in the first steps of branding, they get involved in\u00a0designing a logo<\/a>\u00a0for themselves and feel that without a logo, they cannot start building their own personal brand.<\/p>\n

Of course, these are parts of the brand identity;\u00a0But they are not the main part and the concept of brand identity is rooted in another need.<\/p>\n

The concept of brand identity<\/h2>\n

One of the first approaches to branding was defining\u00a0the position of the brand or positioning<\/strong>\u00a0, which was proposed in the eighties by Al Reyes and Jack Trout.<\/p>\n

Their view on branding was more than competitive.\u00a0The whole concern of El Reyes and Jack Trout was, what is your position compared to others?\u00a0And try to be higher than others in the competition ladder, and being second in a market is not much different from not being in that market.<\/p>\n

Brands, like people, have an identity.\u00a0<\/strong>And branding has two bases.\u00a0One foundation is to define your own identity independently and the other foundation is to find your place in comparison to others.<\/p>\n

Identity is what differentiates each brand from another.\u00a0Identity is not defined in competition, but exists independently.\u00a0You still have an identity even when you’re alone on a lonely island, with no one to compete with.<\/p>\n

Brand identity is not even the thoughts and views of others about the brand;\u00a0Rather, it is the perception that the brand itself has of itself.<\/p>\n

What others think about your brand is your brand image and not its identity.<\/p>\n

So when you form a market research group and ask the opinion of all the people and customers about the brand, you get to know the brand image, but when you think about your brand in private and decide about its different aspects, you are involved in the brand identity.<\/p>\n

\"brand\"<\/h2>\n

The relationship between brand image and brand identity<\/h2>\n

It cannot be said that these two concepts are independent of each other.\u00a0After all, you behave and make decisions based on the identity you have defined yourself, and these behaviors and decisions create an image of your brand in the customer’s mind.<\/p>\n

The dream state is that\u00a0the image of the brand<\/a>\u00a0is close to its identity, but this is not necessarily the case.\u00a0Because many factors can affect the brand image.<\/p>\n

Ask the Porsche company who drives a Porsche and what is the identity that you consider for Porsche drivers?\u00a0Then go among the people of Iran and see what is the image that most of them have of Porsche drivers.\u00a0True or false, the image of the Porsche brand in the minds of the Iranian audience is different from the identity of Porsche and is not the same.<\/p>\n

There are other reasons that can cause the brand image to be different from its identity.\u00a0For example, the identity you define for your brand may be far from the reality of your brand, and you may not be able to implement that identity in practice.\u00a0In this situation, customers will remember an image of the reality of your brand and have nothing to do with how you have defined and drawn your brand identity on paper.<\/p>\n

Features of brand identity<\/h2>\n

The first feature of brand identity is\u00a0brand values<\/strong>\u00a0.\u00a0What things are valuable to your brand?\u00a0What principles do you always follow?\u00a0When your logo is going to be registered on a product, what features should that product have?<\/p>\n

The second feature is\u00a0the brand vision<\/strong>\u00a0.\u00a0Why did you create this brand?\u00a0What was the empty place in the market that needed to create your brand?\u00a0Where does this brand want to go in the end?\u00a0What will the market lose if this brand is removed from the market?<\/p>\n

If you know the answers to these questions and, in fact, have defined your brand identity, now the answers to many questions will be simple for you:<\/p>\n