Who are we?

Kuvahaun tulos haulle who are we
In our second session the conversation will be about brand identity and how it is connected to a brand's visual identity.




I am planning a holiday and I have narrowed down all the travel agencies to four that I trust. Because of a bad experience from my sister one is immediately dropped. I decide to start with Finnmatkat so I type in www.finnmatkat.fi. To my surprise I end up at www.tui.fi. After some research I discover that Finnmatkat has just changed their name to TUI. I am not practically happy about the change, TUI just does not have a good sound to it.  Wonder if there is something else that has changed for the worse. I start contemplating why companies keep changing their names. There must be a benefit!? 
Kuvahaun tulos haulle finnmatkat


Kuvahaun tulos haulle tui













The sessions main problem: 
Brand identity and brand symbolism

With five learning objectives:
1) What is brand identity vs brand image?
2) Compare different brand identity models
3) How is the visual identity based on brand identity?
4) Analyze the brand identity of a chosen company with a suitable model.
5) Analyze (or design) the visual identity of a chosen company.

Since all the key vocabulary will explained in the following text we might as well get started.


1) What is brand identity vs brand image?

Kuvahaun tulos haulle what is brand identity vs brand image

There is a rather simple between brand identity and brand image. Brand image is the different ways that your brand is perceived by other people. On the other hand, brand identity is the way the company wants people to perceive the brand. Brand identity can consist of numerous different factors like the logo, music and the tag line. You could say that a company tries control the brand image by controlling the brand identity. (Tracy Sestili, VP growth marketing, LinkedIn)

From my personal life I can think of two companies who have been able to send a clear brand image that have really stuck in my mind since I've been a kid. First one would be Silja Line and their godawful theme song. Every Finnish person knows what company is behind the "dii dii dii di di di di di di di       di di di di di di". A person doesn't even need to see anything related to the sea or being on a ferry but immediately when you hear that song you get reminded. The other company is Dressman and their unrealistic six-pack having, long grey haired, tanned, perfect middle aged men. From what I could understand Dressman wanted to send a message that if you buy their clothes you will look like these men and if not at least you think you will.

Kuvahaun tulos haulle dressmannKuvahaun tulos haulle dressmann middle ageKuvahaun tulos haulle silja line

2) Compare different brand identity models

Kuvahaun tulos haulle brand identity models
Aaker's model
Kuvahaun tulos haulle brand identity models
Kapfefer's prism



3) How is the visual identity based on brand identity?

 A company's visual identity may be the most important part of branding.

The design elements of a visual identity can range from fonts and colors to materials and textures, all meant to highlight a brand's intrinsic values.Think about Nike's signature swoosh. The benefits? Brand association keeps old customers coming back; 60 percent of consumers will prefer to shop from brands they already know, according to media researcher. (ink.com)

The visual identity of a business is used in many places, including:
Business cards
Website
Social Media
Packaging
Store/office décor
Creative designers will often create an identity guide to ensure visual consistency. This guide may include color schemes, font styles, logo usage guidelines, etc. (Sparkreaction)

Kuvahaun tulos haulle what is brand identity vs brand image

4) Analyze the brand identity of a chosen company with a suitable model. 
5) Analyze (or design) the visual identity of a chosen company. RED BULL

In my personal opinion Red Bull has if not the best than one of the best visual identities in the world. The company is super visible in the extreme sports scene and Red Bull tries to builds its brand by owning Formula 1 and football teams. The most consistent factor that Red Bull has is that in all of their visual marketing they never sell the product, they sell a lifestyle, a culture.

 Everyone likely knows the ridiculous "Red Bull gives you wings" comics. The company has been able to create alongside their extreme and sports culture, an entertaining one.


Kuvahaun tulos haulle red bull marketing
Red Bull Formula 1- team
Kuvahaun tulos haulle red bull flying
Red Bull Flugtag

Kuvahaun tulos haulle red bull marketing
Red Bull Stratos: Mission to the edge of space
Kuvahaun tulos haulle red bull marketing
Red Bull aerobatics
Kuvahaun tulos haulle red bull football
New York Red Bulls

 Sources: 

http://mariajose-ccmc.weebly.com/pbl-iv/brand-identity-vs-brand-image

https://www.linkedin.com/pulse/20140518234704-16573298-brand-identity-vs-brand-image-is-there-a-difference

https://www.inc.com/kaitlyn-wang/infographic-memorable-visual-identity.html

https://www.sparkreaction.com/blog/small-business-branding-the-difference-between-brand-corporate-identity-and-a-logo

https://www.cbsnews.com/news/grief-at-gatorade-facebook-rebranding-fail-to-reverse-a-sales-slide/

https://www.prophet.com/thinking/2013/05/140-red-bull/

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