Brand Identity vs. Image

Brand Identity vs. Image

What kind of models do different companies use for branding?

-You need to know your customer
- know their problem/need
- know how to solve it
-creating and defend your market place.

When thinking about branding you need to think about the customers mind and you win when your brand system/campaign is at the top of ur customers mind.

Davids, A. (2011). Integrating Winning Strategy: Business Strategy v. Brand Strategy - Distility®. [online] Distility®. Available at: http://distility.com/branding-evaluation/integrating-winning-strategy-business-brand/ 

Examples of Brand Identity

Site by: Managing Director at Aluglas B.V- Ronald van Haaften

 Source referenced: Identity and image (Kapferer, 2007:98)

brand identity- provides strategic direction, purpose and meaning for a brand

The key to success for a business is thinking about how the brand is wanted to be perceived and then how it is perceived by the customer.

Haaften, R. (2015). Brand identity - Rovaha. [online] Van-haaften.nl. Available at: http://van-haaften.nl/branding/corporate-branding/79-brand-identity

2. What is the customer’s role in building brand image?

Strong brand image= brand advocated and word of mouth referrals

è  WORD OF MOUTH- very important form of marketing.

VISION Marketing & Consulting, (2012). The Importance of Brand Image and Brand Loyalty. [online] Available at: http://www.visionmarketingaz.com/importance-of-brand-image

How is the impact in social networks?

Social Media Today, (2015). Social Media: the Open Door to Brand Loyalty. [online] Available at: http://www.socialmediatoday.com/content/social-media-open-door-brand-loyalty
--Providing tips on “how your social media presence can transform online fans and followers into brand enthusiasts.”

Ø  Continuously Listen: If your business is on social media it is not only a online brand it should be a continuous listener as people want their opinions and thoughts heard.

Ø  Quality Interaction: Quality of posts is important not the quantity, as customers want to be understood and to have someone to relate to.

Ø  Providing a Helpful Hand: Social media profiles always get questionas directly, therefore there should be readiness to help with problems or questions with products or services.

Ø  Demonstrate Excellent Customer Service Skills: If the social media profile gets a negative comment, then you must assure them of your understanding and show that you respect their patience as a problem is being fixed.  (“ Brand loyalty comes with respect” )

Ø  Give Your Customers the Spot Light: Notice your fans/followers, having contests.

Ø  Transparency: interact with your audience-positive impression and allowing trust

3. When do you need to renew your brand?

- Brands don't stay alive on their own.
- Brands need periodic restages and new product introductions so that they can uphold relevance and market share.

Social Media Today, (2015). Social Media: the Open Door to Brand Loyalty. [online] Available at: http://www.socialmediatoday.com/content/social-media-open-door-brand-loyalty

When??

You need to consider rebranding when:
-sales and customers decrease
-customers going to your competing companies
- attracting wrong customers
- if company expands/ makes big changes

OPEN Forum, (2010). 10 Signs You Should/Should Not Rebrand. [online] Available at: https://www.americanexpress.com/us/small-business/openforum/articles/10-signs-you-shouldshould-not-rebrand-1/

Visual Brand Identity

Visual Brand Identity

Learning Objectives

1.    What is Visual Brand Identity and why is it important?

·         VBI

Source: JUST™ Creative, (2010). Branding, Identity & Logo Design Explained | JUST™ Creative. [online] Available at: http://justcreative.com/2010/04/06/branding-identity-logo-design-explained/

·         Reasons for using VBI

Brand essence and your own uniqueness is unexplainable in only words.

Most important factors of brand creation are the visual elements of the brand, including color and shape.

The logo you have is not your brand or identity. The supposed image of a business or product comes from the different roles of logo design, identity design and branding put together.

Sources:     Act-gr.com, (2015). ACT. [online] Available at: http://act-gr.com/eng/index/page/Visual_Branding 

                    JUST™ Creative, (2010). Branding, Identity & Logo Design Explained | JUST™ Creative. [online] Available at: http://justcreative.com/2010/04/06/branding-identity-logo-design-explained/ 

·    The importance of VBI in CC

 “A strong visual identity is a powerful communication tool for any institution. “- Western Michigan University

Souce: Wmich.edu, (2015). Visual Identity Program | Western Michigan University. [online] Available at: http://wmich.edu/visualidentity

2.    Process of creation of VBI. Tools and examples

**For the following research I decided to study specific the Western Michigan University, as they offered a lot of specific information about their visual brand identity.

Source: Wmich.edu, (2015). Logo Requirements | Visual Identity Program | Western Michigan University. [online] Available at: http://wmich.edu/visualidentity/logos

 Western Michigan University Visual Brand Identity

-The university uses consistent colors, logos, fonts, and images in their print and electronic communication to bring out unity and a common purpose for all the different units belonging to the organization.

- The university has a visual identity program that’s purpose I to be flexible enough to follow the university’s and its audiences requirements at the same time as creating a strong brand in the higher education market. They want public awareness of their reputation and mission.

-The guidelines for their visual identity are meant to cover publications, promotional materials and other things to represent Western Michigan University to their audiences.

-There are 4 main design elements used to represent the visual brand identity of the university in print and electronic communications including:
 

-Four major design elements are used to communicate the University’s visual brand identity consistently in print and electronic communications:

• W and name - The ”W” is the promotional mark sometimes with or without university name. Both have specific fonts and shouldn’t be changed.
  
  
• Color palette - specified colors, used in all communications to represent the university’s brand. All the university materials must use the approved colors from the color palette with approved colors.
  
  
• Typography - specific type/font used
  
  
• High-quality photography - the office of university relations contains thousands of good quality images available for the use of the university departments. 

 
 
 

CHALLENGES:

The Western Michigan University website also displayed some of the common mistakes that had been done with their logo across the campus. They provided them as tips to avoid, including:

• -       The university seal and/or seal signature is not for general use
• -       Logos must stay the original size
• -       There shouldn’t be any art or other typing in front of the logo
• -       Color must not be changed
• -       Custom logos are not allowed
• -       Logo shouldn’t be redrawn
• -       Logos shouldn’t be combined

·         How do companies test their VBI?

Source:

DVJ Insights, (2015). Visual Identity Test - DVJ Insights. [online] Available at: http://dvj-insights.com/dvj-solutions/branding/visual-identity-test/

According to the source DVJ Insights, a good way of testing the visual brand identity is through three main stages which are illustrated in one of their diagrams: