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The terms brand and brand identity have become ubiquitous to
the point that their meaning has become blurred. A brand identity
system is composed of many elements that are related yet distinctly
different. As brand architects we add clarity to the process
of brand identity development.
Brand Image: How the brand is now perceived
Brand Identity: How marketers want the brand to be perceived
Brand Position: The part of the brand identity and value
proposition to be actively communicated to the customer
An organization's brand identity needs to be a complete understanding
of what the brand stands for. It is much more than a slogan
or an advertising tag line. Our goal is to develop an extended
identity system that has the texture and depth needed to guide
the brand-building effort. A company's brand identity is more
than a collection of product attributes. It encompasses brand
personality, organizational associations, and brand symbols.
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Brand Analysis
An objective assessment of your current position. |
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Brand
Identity
A value system that is the framework for all
brand building. |
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Brand
Planning
The innovation phase where new products and communication
tools are planned. |
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Brand
Communication
The expression of brand identity through traditional
and non-traditional tactics. |
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Brand
Management
Keeping high standards and tracking results. |
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