In commerce – a company’s reputation and its brand are the same – a brand is a combination of two.
1.brand image – is what people know, think & feel about a company
2. brand identity – what people see – the graphic appearance and style of its brand
When a company’s brand identity mirrors the company’s brand image – the brand’s image becomes more coherent, amplified and effective. Furthermore and importantly, because the brand identity message is visual, it enters the mind’s subconscious directly and instantly – without cognitive processing.
So in effect it delivers its impression, stealth-like, under-the-radar without being noticed. This makes brand identity an extremely powerful business tool.
Martin Warnes in his presentation – The Essentials of Brand Identity – will detail what is required for companies to create a successful brand identity. This information will enable any company, become: distinctive, better understood and have the tools to project a consistent brand identity and image.