Identity refers to how an organization presents itself through elements like its name, logo, and visual design. An organization's identity should express its personality. Image is how others perceive an organization based on their opinions and feelings. Brand positioning helps simplify messaging and create motivation to influence people's perceptions and form a collective brand image. When many people perceive the same image, a brand is born from the collective agreement on that image.

1. Identity vs. Brand
extended

2. Identity
- Who you are
- What you think about yourself
- How you present yourself
this or

3. Organization’s Visual
Identity
- A name
- Logo
- Website
- Advertising
You name it…

4. Identity should express
personality
Apple brand personality:
- Friendly
Apple “look” is
also friendly,
from the website
to the products design

5. Identity should express
personality
IBM
Formal
and professional

6. Image
Image is how you are viewed
by others
This or

7. Image
Image is people’s
opinion or feeling
about a product, service,
company, or person.

8. Can you control people’s feeling?

9. Brand positioning
helps
It simplify the message
and creates
the motivation hook

10. Classic example: Volvo
Safety First

11. Great example: BASF
BASF: Invisible contribution, Visible
success

12. Image vs. Brand
When many people perceive
the image in the same way
the brand is born

13. The power of a design
Branding and Design come together

14. Why design is important?
of what we learn come to us visually

15. Identity, Image and the Brand
Identity – the manifestation of the
qualities
Image – Other people perceptions
Brand – Collective Agreement
on the image

16. Identity vs. Image
Tell me what is more important?
- the Identity
Or
- the Image

17. Branding
Branding techniques can
be applied to any product,
service, company
or a person