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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:

company's identification system
Although none of these items are the brand,
Each of them help to influence
the brand and the perception of the consumer.