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Definition: How you want the consumer to perceive your product or your brand. Companies try to bridge the gap between the brand image and the brand identity Brand identity A product identity, or Brand image are typically the attributes one associates with a brand, how the brand owner wants the consumer to perceive the brand - and by extension the branded company, organization, product or service. The brand owner will seek to bridge the gap between the brand image and the brand identity. Brand identity is fundamental to consumer recognition and symbolizes the brand's differentiation from competitors. Brand identity is what the owner wants to communicate to its potential consumers. However, over time, a products brand identity may acquire (evolve), gaining new attributes from consumer perspective but not necessarily from the marketing communications an owner percolates to targeted consumers. Therefore, brand associations become handy to check the consumer's perception of the brand Brand identity Branding is big business, so how can you ensure success throughout the whole logo-building and identity-branding process? Read on for the expert answer... Brand identity. We've all heard the horror stories of companies spending sky- high budgets only to end up with a logo that's merely a capital letter with some arrows stuck on the side, or rebrands that cost the earth but change only one dark squiggle on a yellow background into a different dark squiggle on a red background. It's a bit of a con, right? Actually it would appear that it's not. The right branding can be of the utmost importance to a company. A good logo can be a valuable asset, while the wrong look has damaged reputations. The best iconic brands convey messages either subtly or overtly. A great example of subtlety is the FedEx arrow. Similarly, Google uses colour and a simple typeface in a playful and soft way to connect with people online, in an environment which is often viewed as soulless. "The overall identity needs to communicate what the brand stands for, to collectively tell the brand story," says Jane Walker, Senior Creative Director at Red Bee Media. "The logo is the tip of the iceberg - the logo can't and shouldn't do it all. It should be imbued with meaning over time through consistent use across all creative work." Lars Hemming Jorgensen, Creative Director of Large Design, agrees that the brand identity or logo needs to convey a message in a creative way. "However, contrary to popular belief, it doesn't need to explain what the company does," he says. "In the case of a bank, you want to create a trustworthy and authoritative mark, but you don't need to have bills flying into a building. If you fail to convey the right messages, you'll get the wrong people coming to you. For example, if you have an expensive handbag company with a tacky logo, you're not appealing to your potential customers." "A successful brand identity should encapsulate the traditions, the reality and the aspirations of any organisation," says Zoltan Csaki, Senior Designer at Tribal DDB London. "As the common glue between all forms of an organisation's communication, a brand identity should be iconic and memorable, independent of any specific campaign message." Xavier Adam, MD of media company AMC Group, argues that a brand by its very existence will convey a message. "It is key to aim to control that message - that is, to put out the message you want," he says. "Rather that than allow public interpretation, which may not be an accurate view of your brand."
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