Guilty as Charged – 4 Misconceptions about Brand Identity.

In the branding and logo design field, it’s not uncommon for us to hear “civilians” (noun. 1. those regarded by members of a profession as not belonging; 2. people less dorky than us) use the terms brand and logo interchangeably. While this is a recurring issue, it’s not the only misconception about brand identity.

Countering these untruths is crucial because it leads to greater comprehension of and respect for our industry. However, it’s also important because we sometimes encounter clients who don’t quite comprehend the difference themselves, and therefore take steps to develop their brand. Are you guilty of spreading these infuriating fallacies about brand identity? If so: surrender! This is a citizen’s arrest.

Brand identity is all-encompassing: it’s the meeting of a company’s unique philosophy, corporate culture, and personality all in one. It’s everything that comes to mind when consumers think of your brand. Trust us: it’s essential. Now that we understand what brand identity is, let’s examine a few things it’s not.

Misconception #1: Brand identity = logo.

This misconception is so enduringly popular that it’s the Beyoncé of branding fallacies. When it comes to brand identity versus logo, not all terms are created equal. No matter how hard we in the industry work to dispel this myth, it’s like zombies; it just won’t die.

The truth is that logos are hugely important elements of branding and an essential part of our work. However, logos can be updated, manipulated, or altered by a company in partnership with an exceptionally savvy design firm. Brand identity, however, ultimately exists in the minds of consumers. For this reason, it takes time to develop and more time to change. Next time you think brand identity and logo are the same, ask yourself how much hipper Yahoo! seems since they rolled out their brand-spanking-new logo. What’s that sound? Oh, crickets!

Misconception #2: Brand identity = brand image.

The hipsters have claimed another victim in surrealist painter Magritte and his famous painting “The Treachery of Images (This is Not a Pipe).” You can’t even go into your favorite non-Starbucks coffee establishment these days without seeing it screen-printed on some disaffected 20-something’s distressed, shrunken, and ironic T-shirt. But Magritte has a point, and the hipsters have picked up on it. It’s not a pipe. It’s the image of a pipe.

Similar to the distinction between brand identity and logo, the difference between a brand’s identity and its image can be significant. The divide between brand identity and image is the sometimes shockingly wide crevasse between how a brand wants the public to regard it and how it is perceived. Brand image is created on the streets, in shopping malls, and online – not in a fluorescent-washed boardroom. Crossing this divide or closing it can be a real challenge for companies not prepared to get their hands dirty.

Misconception #3: Brand identity is a fixed entity.

Brand identity exists in the ether. It isn’t something that gets decided upon, implemented, and mass-produced. Brand identity takes work to develop, but the job doesn’t end there. As a brand grows and evolves, companies often find it necessary to invest non-billable hours in determining what they need to do to leverage these changes in the public’s perception. Our partnership with the As Seen on TV is an example of a shifting brand identity. Once just a logo stamped onto a series of seemingly unrelated products, we helped this company rebrand itself as a premium shopping experience not limited to the TV market. By shifting the company’s brand identity, it became a multifaceted line with an online and significant retail presence.

Misconception #4: If you build it, they will come.

Danger, Will Robinson! This is one of the more frustrating misconceptions about brand identity because it’s part of the hands-off approach that limits brand development. Creating and developing a brand identity, whether in-house or in partnership with an outside firm, is only the first part. After building a brand identity, you must take it to the streets! This is where marketing comes in. Applying your company’s unique brand identity to a tailor-made marketing campaign is where the magic happens. Though it’s sacrilege to say this, it’s true: James Earl Jones was wrong. If you build it, they might come. But what if they don’t?

Read More: The Most Famous Rebranding Stories Of The last Century.

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