Brand strategy versus brand identity – understanding the differences
What is strategy
A strategy is a long-term plan of action designed to achieve a particular goal or set of goals. This is false! A strategy is not a plan. Strategy and planning are not the same thing. A plan is simply a plan, while a strategy encompasses much more. According to Roger Martin, strategy involves making a series of interconnected and impactful decisions that position an organization for success, rather than being a lengthy planning document. He states that strategy is about positioning the organization to win.
According to Roger Martin, a strategy requires a theoretical framework that explains why a particular path is chosen and how to serve customers to achieve the desired goal. The strategy should be easily translated into actionable steps. While planning the actions is part of the process, it is a minor aspect compared to the overall framework of the strategy.
We would also like to emphasize that it is impossible to create the brand identity before having the brand strategy. This is because the brand identity is all about how the organization presents itself, but it is crucial to integrate it into the framework of strategic choices and selecting a path that will help win the hearts and minds of the public. Without making these decisions, it is not possible to create a powerful brand identity that resonates with the outside world. However, after developing the brand strategy (which includes the brand identity), it can be extracted and presented as is, without referencing the decisions and goals that underpin it.
The strategy involves identifying the steps or actions needed to achieve the desired outcome, as well as the resources, skills, and capabilities required to execute the plan.
Strategies can be developed for various purposes, such as business, marketing, personal growth, or military operations. In general, a strategy should be based on a thorough analysis of the situation and should take into account any constraints or obstacles that may impact the ability to achieve the goal.
A well-formulated strategy should be flexible enough to adapt to changes in the situation or environment and should include a system for monitoring progress and making adjustments as needed. Effective strategies often involve collaboration and communication among team members or stakeholders and may require ongoing review and evaluation to ensure that they remain relevant and effective over time.
What is identity
Generically, identity refers to the characteristics, traits, qualities, or attributes that make a person or thing distinct from others. Identity can be seen as a set of characteristics that define who or what someone or something is.
For individuals, identity can include a range of factors such as physical appearance, personality traits, cultural background, values, beliefs, and experiences. One’s identity may also be influenced by factors such as gender, age, social class, religion, and nationality.
Identity can be shaped by various factors including personal experiences, social interactions, cultural norms, and societal expectations. It is often an evolving and dynamic concept, changing and evolving over time as a person’s experiences and circumstances change.
In broader terms, identity can also refer to the characteristics or traits that define a particular group, community, or organization. In this sense, identity may be tied to shared values, beliefs, customs, and practices that distinguish one group from others.
Differences between identity and image
Identity and image are related concepts, but there are some important differences between the two.
Identity refers to the characteristics, traits, or attributes that define who or what something or someone is. It is often more fundamental and intrinsic, representing the essential qualities that make something or someone unique. For individuals, identity is often shaped by factors such as personal experiences, cultural background, values, and beliefs.
Image, on the other hand, refers to the way something or someone is perceived by others. It can be thought of as the external projection of identity. Image is often shaped by factors such as public relations, branding, marketing, and communication strategies. Image can be influenced by a variety of factors such as media coverage, advertising, and social media, among others.
In short, identity is the essence of what something or someone is, while image is the way that identity is perceived by others. While identity is often shaped by internal factors, image can be shaped by external factors such as public perception and branding strategies.
What is a brand
While a brand can include aspects of both image and identity, the brand itself is primarily about how people perceive and think about a company or product. In other words, the brand is the image people have in their minds when they think about the company or product.
This perception can be influenced by a wide range of factors, including advertising, marketing, public relations, social media, and other forms of communication. These factors can shape how people see the company or product and create a certain impression or feeling about it.
In this sense, the brand is not necessarily the same as the company’s or product’s actual identity. The identity of a company or product is the set of characteristics, values, and qualities that make it unique and distinguish it from other companies or products. This can include things like the company’s mission, vision, values, culture and history.
While a strong brand can accurately represent the identity of the company or product, the brand can be different from the actual identity. For example, a company may have a strong brand that suggests it is innovative and cutting-edge, but its actual identity may be more traditional and conservative.
Ultimately, the goal of a strong brand is to create a positive and memorable image in the minds of consumers, while also accurately representing the identity of the company or product.
What is brand strategy
The brand strategy includes the brand identity and outlines the theory of how an organization creates an impact on the public, connects with them, and ultimately wins their loyalty. It involves making a set of strategic choices and determining the path to implement them.
A brand strategy is more than just a plan a company develops to build and manage its brand. It is a theory about how the company will conquer the hearts and minds of the public. It explains why and how the organization will win! Furthermore, it can include a variety of tactics to influence how people perceive the brand. However, the ultimate image of the brand is created in the minds of consumers and is therefore not entirely within the control of the company.
The image that people have of a brand is influenced by a variety of factors, including the company’s marketing and advertising efforts, product quality, customer service, social media presence, and overall reputation. However, it is ultimately up to consumers to decide how they perceive the brand, and their perceptions may be influenced by a wide range of factors that are outside the control of the company.
This is why companies need to develop a brand strategy that is focused on creating a positive and authentic image, while also being flexible and adaptable to changes in consumer perceptions and market conditions. By developing a strong brand strategy and consistently executing it over time, companies can help shape the image of their brand and build a positive reputation that resonates with consumers.
To develop a strong brand strategy, it is important for a company to first define its identity, which includes its mission, values, and overall purpose.
Defining the identity of a company involves clarifying what the company does, what it stands for and what makes it unique compared to other companies in the same industry or market. This typically involves creating a clear mission statement, which outlines the company’s purpose and key objectives.
In addition to the mission statement, it is also important to develop a set of core values that reflect the company’s culture and beliefs. These values can guide the company’s decision-making processes and help to shape the overall brand image.
Once the company’s identity has been defined, the brand strategy can be developed based on this identity. This may involve creating a unique visual identity, such as a logo, color scheme, and other visual elements, that reflect the company’s values and purpose.
The brand strategy may also involve creating a messaging platform that communicates the company’s key messages and differentiators to the target audience. This messaging should be consistent across all channels, including marketing materials, social media, and customer service interactions.
Overall, a strong brand strategy is built upon a clear understanding of the company’s identity and purpose. By defining its identity and values, a company can create a brand that is authentic, consistent, and compelling to its target audience.
Brand strategy vs brand identity
A brand strategy is a set of choices based on a theory, it is a system that a company creates to build and manage its brand, and it includes the brand identity, which is a critical component of the strategy.
The brand identity defines what an organization is and what it is not and also communicates how and why it is different from other organizations. This identity is typically expressed through the company’s name, logo, tagline, messaging, visual identity and overall brand personality.
The brand identity is important because it serves as the foundation for all brand-building activities. It helps to communicate the company’s values, beliefs, and purpose and provides a framework for creating consistent and memorable brand experiences across all touchpoints.
For example, if a company’s brand identity is focused on being innovative and cutting-edge, its brand strategy may include tactics like developing new and innovative products, leveraging new technologies, and creating a strong social media presence to engage with its target audience.
On the other hand, if a company’s brand identity is focused on providing high-quality customer service and support, its brand strategy may include tactics like investing in training and development for customer service staff, creating customer support resources and tools and creating a customer-centric culture throughout the organization.
In both cases, the brand strategy is built upon a clear understanding of the company’s brand identity and how it can be leveraged to build a powerful and compelling brand that resonates with its target audience.
What is visual brand identity
The brand visual identity refers to the visual elements of a brand, such as its logo, typography, color palette, and other design elements. These visual elements are what people typically see and recognize as part of a company’s brand.
The brand visual identity is an important aspect of a company’s overall brand identity, because it helps to create a recognizable and memorable image for the brand. When people see a company’s logo or other visual elements, they can quickly identify the brand and associate it with certain values, products, or experiences
Visual brand identity can be used to communicate a wide range of brand attributes, including the brand’s personality, values, positioning, and unique selling proposition. For example, a luxury brand may use a sleek and sophisticated visual identity to communicate its premium positioning, while a fun and playful brand may use bright colors and bold typography to communicate its energetic and lighthearted personality.
In addition to the logo and other design elements, the visual brand identity can also include other visual elements like photography style, packaging design, and advertising creativity. By creating a consistent and cohesive visual brand identity across all touchpoints, a company can help build a strong and memorable brand that resonates with its target audience.
Overall, the visual brand identity is an important aspect of a company’s overall brand identity, because it is the part of the brand that is most easily recognizable and memorable to the public eye.
What is a style guide and how is this connected with visual identity of a brand
A style guide is a set of guidelines that outlines how a company’s brand should be presented visually, in terms of its logo, typography, color palette, and other design elements. The style guide provides a framework for creating a consistent and cohesive visual brand identity across all touchpoints and helps to ensure that the brand is presented in a way that is recognizable and memorable to the target audience.
The style guide typically includes guidelines for using the company’s logo, such as its size, placement, and clear space requirements. It may also include guidelines for typography, including font styles and sizes for different types of content, and guidelines for color usage, including primary and secondary color palettes, and specific color codes.
In addition to these core visual elements, the style guide may also guide photography styles, graphic design treatments, and other visual elements that are part of the brand’s visual identity.
By following the guidelines in the style guide, designers and marketers can ensure that all brand touchpoints, such as websites, social media, marketing materials, and packaging, are consistent and aligned with the brand’s visual identity. This consistency helps to build brand recognition and strengthens the brand’s overall identity and reputation.
Overall, a style guide is an essential tool for managing a brand’s visual identity and ensuring that it is presented in a way that is consistent, recognizable, and aligned with the brand’s values and personality.
The connection between brand strategy, the brand identity and the brand visual identity
In summary, the brand strategy is a set of strategic choices based on why and how the organization will conquer the hearts and minds of the public to achieve its marketing and business objectives. This plan includes the brand identity, which is the brand’s core essence, including its values, personality, mission, and unique selling proposition. The brand identity is the foundation of the brand and serves as the starting point for creating a consistent and recognizable visual brand identity.
The brand visual identity is the visual representation of the brand, including its logo, color palette, typography, and other design elements. It is the part of the brand that people see and recognize, and it is what creates a memorable and recognizable image of the brand in the minds of the target audience. The visual brand identity is an important part of the overall brand identity, because it is the part of the brand that is most easily perceived and remembered by the public.
All three concepts are closely related, as the brand strategy includes the brand identity and visual brand identity, and the visual brand identity is built on the foundation of the brand identity. By having a clear and well-defined brand identity, a company can develop a consistent and cohesive visual brand identity that effectively communicates its values, personality, and unique selling proposition to its target audience. A style guide is often used to ensure that the visual brand identity is consistent across all touchpoints and aligned with the brand’s overall strategy and identity.
Overall, a strong brand strategy, a well-defined brand identity, and a consistent visual brand identity are essential to building a successful brand that resonates with its target audience, builds loyalty, and achieves business objectives.
To deepen this topic, we, the Toud team, recommend also studying this article – hbr.org
Resources:
- ideasonpurpose.com
- blog.hubspot.com
- linkedin.com
- neilpatel.com
- thebrandingjournal.com
- blog.hubspot.com
- business.adobe.com
- mailchimp.com
- professionalacademy.com
- this article was also written with the help of ChatGPT
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