Brand identity is a unique set of brand associations that represent what a brand stands for and promises to its customers. It is organized around 4 perspectives with 12 dimensions: Brand as product, Brand as organization, Brand as person, and Brand as symbol .
Brand strategy, on the other hand, is an actionable plan that helps you reach long-term business goals and the right audience before jumping into the brand design process. It is a holistic, compelling visual representation of your brand that draws from a strong strategy (i.e., not just a logo) that resonates with your target audience .
The brand identity and strategy cycle is a continuous process that involves developing, implementing, and evaluating a brand’s identity and strategy over time. The cycle consists of the following stages:
1. Research and Analysis: This stage involves conducting research and analyzing data to identify the brand’s strengths, weaknesses, opportunities, and threats.
2. Brand Strategy Development: Based on the research and analysis, a brand strategy is developed that outlines the brand’s positioning, messaging, and visual identity.
3. Brand Identity Development: In this stage, the brand’s visual identity is developed, including the logo, color palette, typography, and other visual elements.
4. Brand Implementation: The brand strategy and identity are implemented across all touchpoints, including marketing materials, packaging, website, social media, and other channels.
5. Brand Evaluation: The final stage involves evaluating the effectiveness of the brand’s identity and strategy and making adjustments as needed to ensure that the brand remains relevant and resonates with its target audience .