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Dennis Thorgesen
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What are branding, identity, and image?

Published on 2/13/2018
For additional information  Click Here

What are branding, identity, and image?

Lisech eMarketing logo

Whether a person or company realizes, they are creating their identity and image. Those put together are the brand. Branding then, is what you show the world (identity), and how the world reacts to it(image).

So if I am already creating my own identity why do I need help?

Think about your life. From the minute you awaken until you return to bed you are bombarded by choices. Your choices are based on your senses.

What choices do you make?

  • Do you drink coffee?
  • Store generic? Yuban? Folgers?
  • What do you eat for breakfast?
  • Jimmy Dean? Wheaties? or Lenders Bagels?


What do you drive?

  • Ford, Chevy, Toyota, Bugatti, or Tesla?

What is your favorite place to eat?

  • Fast food, a restaurant, or at home?

Which place or product do you choose and why?

Every choice you make is in some way related to a brand. There is always a reason for your choice. In every case it is related to your senses. Taste, smell, feel, and look, are examples. More important though is how do they make you feel.

For me personally when I was driving a Mercury I had the happiest times in my life. It had nothing to do with the manufacturer, or the product. What happened in my life while I was driving them made the difference. It was the common thread with the two loves of my life. Do I own one today? No, I own a Ford, Oldsmobile, and Chrysler. A man who has had two true loves can't expect a third.

Ford Mustang

Why do you make the choices you do?

  • What did the company or creator do to make their product stand out in your mind?
  •  Why do you own them?
  • What feeling do they invoke?

After a while most people don't even pay attention to why they make the choices they do. They become comfortable with choices either they made or were made by their parents when the person was a child. It takes some pretty strong convincing for people to make a change. 

As a business owner with a product or service your goal is to make people feel.

Did you know?

Certain colors are expected for different types of businesses or websites. This makes color choices important. Many background colors will cause a high bounce rate on websites. Using the same colors consistently in advertising and marketing makes a positive difference.

Every company has a voice. Change that voice and people won't realize they are seeing the same company. A consistent voice makes a positive difference.

There are three major types of brands

Self branding

This is the most important and most widely used type of identity creation. For every type of business owned by a single person it is important. It is where people find out who you are, and what you value. A few who can benefit most are artists, authors, and those who present a company not their own.

Corporate identity

Whether or not a company is incorporated, company identity is worded corporate identity. This is how a company shows themselves to the world. If done right it is consistent, showing every place a company exists both on the internet, and in the real world.

Product branding

Product branding or a sub brand in reality is giving a product an identity of its own. Sub brands are now widely used. It is a way for a larger company to show the value of a single product.

If you would like help with putting together an identity, which will convert feel free to reach out.

00+1 (402) 806-4200

wheelinallover on Skype


© February 13, 2018 7:00 AM CST Dennis Thorgesen, Lisech business and brand consulting and creation, Lisech eMarketing, all rights reserved.










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