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/