The Brand is Not the Identity
For many there is some confusion as to the difference between a brand, an identity and a logo. These terms are often, mistakenly used interchangeably.
First lets start with the brand:
A Brand
is what the consumer perceives it to be. It
creates an emotional response
has a distinct meaning
brings immediate recognition
stands apart from all its competitors.
A Successful Brand
differentiates itself from its competitors
endears consumer trust in the company
and its products/services.
builds consumer awareness
builds customer loyalty
represents high quality products
consistently delivers excellent consumer services
always stays ahead of the pack
evolves over time
delivers on its promises
A Brand is Not a:
product
service
company's identification system
logo
Although none of these items are the brand,
Each of them help to influence
the brand and the perception of the consumer.