The semantic branding

The semantic blog » Identity before image

Back to The semantic branding Written on 07-Mar-2008 by cristian.saracco

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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Tags: people, identity, branding, image, saracco

Comments

written on 23-Jul-2008

volckmann [http://www.volckmann.com] says:

So well put, Cristian. One of the biggest challenges I face when helping a company define brand & identity before image, is indeed getting company stakeholders to embrace creating an environment for the "idea into action".

For any company whether startup or established, creating a timeline for identity transition often meets resistance---and is too often trumped by a VP Marketing or COO timeline for creative deliverables.

How do you (ANYONE) meet these challenges in creating true brand value for your clients?
written on 23-Jul-2008

cristian.saracco [http://www.webjam.com/brand30] says:

The "idea into action" or "call to action idea" is probably de diference between a business and an enterprise...

Also, in Europe is easier to work with this kind of concepts than in the Americas where the main used branding methodology is iconoclastic and not based in values...

In a couple of days (I hope) we are going to have our webpage (Allegro 234) online... In it, there will be one paper (within others) that talks about identity & image, the different approaches... You'll be able to download the paper. It's in Spanish, however, with Google Translator, easy to change to English (not the best translation, but, I beieve enough understandable)

Finally, if you have ideas to share, tell me and I put you as co-editor of The Wiki Semantic (it's or is trying to be a multilingual page)

Cheers!
written on 23-Jul-2008

cristian.saracco [http://www.webjam.com/brand30] says:

Here you have it!...

Identity and Image
written on 23-Jul-2008

volckmann [http://www.volckmann.com] says:

Branding and identity companies that I respect in the United States actually do fully embrace the idea building a brand from the inside out. Landor (for whom I have worked), Salt Branding, Interbrand. These are just a few companies I very much respect in the brand arena, and are very forward thinking and engaged in branding worldwide.

And yes, the way to APPROACH company stakeholders! On my own, I have always had mixed results going up against company executives on the value-based branding approach. I may need a better way to tell the story.

Thanks for the link to the Spanish paper---which I will try to decipher. Here in California, it is almost a second language for me even though I never studied! Well, OK maybe I am not that good, but I can understand a bit.

And finally, yes, I would like to contribute more to your Brand 3.0/ Wiki Semantic/ State of authenticity endeavors. I am very pleased to have found your contributions.

Saludos desde California!
written on 24-Jul-2008

cristian.saracco [http://www.webjam.com/brand30] says:

I know that... Actually, in my past life I was Executive Director of FutureBrand NY, then Latin America and finally Europe, and I remember the difference (in terms of approach) between NY and London...

NY = Methodology, London = Concept framework... which give you more flexibility to deal with a dialogue between stakeholders!...

I'd suggest you to visit http://www.versegroup.com and http://www.vivaldipartner.com... both companies are based in NY... I believe that they are part of the branding new generation firms...

Regarding the paper... I've alredy sent it to you... There are two things that I remain as confidential... 1. My PhD Thesis... 2. The contents of my brand new first book (That I probably finish before 2050 )

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