The brand identity of "Dove"
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Dove's brand represents innocence, gentleness, faith, affection, peace and constancy through its logo of a dove in blue, white and gold colors. Its "Real Beauty" payoff aims to show non-model, non-stereotypical representations of beauty through ads to make women of all ages feel comfortable as they are. Dove establishes a friendly, understanding relationship with consumers by serving as a non-invasive friend and ambassador for building self-confidence, self-esteem and uniqueness rather than dictating beauty standards.
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The brand identity of "Dove"
- 2. SIGNALS The name of Dove: means bird.The Dove universally symbolizes innocence, gentleness, faith, marital affection, peace and constancy. Represented as a logo Colours: blue,white and gold Pay-off: Real Beauty
- 3. Non testimonials (BUT on adds don’t use model-type person) Non recognizable product shape
- 4. VALUES No lie (reinforce the pay off “Real Beauty” ) No fake Feelcomfortableasyou are No beauty stereotypes Beauty isnotaboutage
- 5. PERSONALITY Friendly Understandable Self-confident Self-esteem Mind-independent Unique
- 6. RELATIONSHIP PARITETICAL Not invasive brand The brand is a friend and the consumer is called to be the ambassador Foreverystepof a life cycleyou can have a ambassadorof the brandthatyou can take asanexample or a rolemodel