Identity comes before image, and is an intrinsic part of the institution. It is built on the grounds of history, traditions, and the present and desired future. Internal and external people are part of it. Identity is present in the corporation, in its products and in its services.
Image stands for and communicates such identity. Its major challenge is to maintain the coherence between the conveyed concepts, and the business model and the “idea into action” of the institution.
It is must to have consistency between identity and image in the long term to achieve better incomes and results, and build sustainable value.
Brand goes beyond an aesthetic matter, or a sum of specific events. Its origin is in the people who created the institution and is among those who share values and the idea. It is translated into a strategy, feeds the business value proposition, and generates a unique experience, emotionally relevant and functionally desirable.
Brands are for those people who interact with the company, since they are part of their business processes, belong to the organisation and manage its resources. Summing up, brands are relevant for the environment, unique for the system and admired by key audiences.
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