Comments on: The difference between Identity, Branding, & Brand explained – in “Twitterese” http://www.begtodiffer.com/2009/10/brandbrogan/?utm_source=rss&utm_medium=rss&utm_campaign=brandbrogan Branding for humans Thu, 29 Jul 2010 16:13:12 +0000 hourly 1 http://wordpress.org/?v=3.0 By: Dennis Van Staalduinen http://www.begtodiffer.com/2009/10/brandbrogan/comment-page-1/#comment-29982 Dennis Van Staalduinen Tue, 03 Nov 2009 13:21:11 +0000 http://www.begtodiffer.com/?p=1439#comment-29982 I think values are definitely part of identity, but I think an individual or company or product defines their mission and vision as the first step of reaching out through branding. Effective branding activities have to be based on the values and non-negotiable beliefs built into their identity. But Vision and Mission are about projecting identity to other humans, and therefore need to be more flexible. I think values are definitely part of identity, but I think an individual or company or product defines their mission and vision as the first step of reaching out through branding.

Effective branding activities have to be based on the values and non-negotiable beliefs built into their identity. But Vision and Mission are about projecting identity to other humans, and therefore need to be more flexible.

]]> By: Brandon R Allen http://www.begtodiffer.com/2009/10/brandbrogan/comment-page-1/#comment-29975 Brandon R Allen Mon, 02 Nov 2009 17:11:34 +0000 http://www.begtodiffer.com/?p=1439#comment-29975 I actually think your break down is pretty simple. Although for a person or entity the identity is not the actually person or place but their make up of their mission, vision and values. This is their identity that drives brand and branding efforts and allows them to articulate to the marketplace what they are about and create the actions around that accordingly. I actually think your break down is pretty simple. Although for a person or entity the identity is not the actually person or place but their make up of their mission, vision and values. This is their identity that drives brand and branding efforts and allows them to articulate to the marketplace what they are about and create the actions around that accordingly.

]]> By: Dennis Van Staalduinen http://www.begtodiffer.com/2009/10/brandbrogan/comment-page-1/#comment-29961 Dennis Van Staalduinen Fri, 30 Oct 2009 20:44:27 +0000 http://www.begtodiffer.com/?p=1439#comment-29961 Phew! That's a whole blog post of your own Harish. It does help indeed. And you've expanded my thoughts in directions I can only let speak for themselves. Phew! That’s a whole blog post of your own Harish. It does help indeed. And you’ve expanded my thoughts in directions I can only let speak for themselves.

]]> By: Dennis Van Staalduinen http://www.begtodiffer.com/2009/10/brandbrogan/comment-page-1/#comment-29960 Dennis Van Staalduinen Fri, 30 Oct 2009 20:40:15 +0000 http://www.begtodiffer.com/?p=1439#comment-29960 Absolutely. Well said Rex. That's what I was trying to capture clumsily with the graphic. Brand as the noun that sums up the sum total of all the associations / expectations / conversations people have with or about your product. Branding is the alignment. Absolutely. Well said Rex. That’s what I was trying to capture clumsily with the graphic. Brand as the noun that sums up the sum total of all the associations / expectations / conversations people have with or about your product. Branding is the alignment.

]]> By: Harish Chauhan http://www.begtodiffer.com/2009/10/brandbrogan/comment-page-1/#comment-29954 Harish Chauhan Fri, 30 Oct 2009 13:14:06 +0000 http://www.begtodiffer.com/?p=1439#comment-29954 A fascinating take on a great metaphor. If I may suggest this form of brand, branding and identity interpretation: BRAND = "executable" REPUTATION (One that you can take action on and live by) If the BRAND is not executable then you cannot live by it or deliver it as a promise. BRANDING = the verb or set actions all related to living that BRAND. How you walk, talk, act, promote etc... IDENTITY = the necessary tools, standards to adhere to the BRAND in agreement with what Dennis and David are saying What is the Executable Reputation for Chris Brogan? A classic example of an executable reputation is BMW's ULTIMATE DRIVING EXPERIENCE. Every day their staff, sales and customers know what they are buying, building and driving - the ultimate. That is an executable reputation because as a staff member at BMW I know that I go to work to build the ultimate - whether I am on the assembly line or painting the car. The BRANDING they do are short films, campaigns, James Bond product placements that associate the car to the ultimate secret agent. The IDENTITY are their design standards, the way their cars are designed (Product / Brand Language), the way their showrooms look and feel. Without getting into a longer discourse, I hope this helps... A fascinating take on a great metaphor.

If I may suggest this form of brand, branding and identity interpretation:

BRAND = “executable” REPUTATION
(One that you can take action on and live by)
If the BRAND is not executable then you cannot live by it or deliver it as a promise.

BRANDING = the verb or set actions all related to living that BRAND. How you walk, talk, act, promote etc…

IDENTITY = the necessary tools, standards to adhere to the BRAND

in agreement with what Dennis and David are saying

What is the Executable Reputation for Chris Brogan? A classic example of an executable reputation is BMW’s ULTIMATE DRIVING EXPERIENCE. Every day their staff, sales and customers know what they are buying, building and driving – the ultimate.

That is an executable reputation because as a staff member at BMW I know that I go to work to build the ultimate – whether I am on the assembly line or painting the car.

The BRANDING they do are short films, campaigns, James Bond product placements that associate the car to the ultimate secret agent.

The IDENTITY are their design standards, the way their cars are designed (Product / Brand Language), the way their showrooms look and feel.

Without getting into a longer discourse, I hope this helps…

]]> By: Rex Whisman http://www.begtodiffer.com/2009/10/brandbrogan/comment-page-1/#comment-29949 Rex Whisman Fri, 30 Oct 2009 02:18:23 +0000 http://www.begtodiffer.com/?p=1439#comment-29949 I think of brand first as a noun. To me brand is your name, what your name stands for and the associations people make with your name when they see or hear your name. This can apply to people or organizations. I believe branding is the process of aligning your internal culture with your external reputation. I think of brand first as a noun. To me brand is your name, what your name stands for and the associations people make with your name when they see or hear your name. This can apply to people or organizations. I believe branding is the process of aligning your internal culture with your external reputation.

]]> By: Mohammed Al-Taee http://www.begtodiffer.com/2009/10/brandbrogan/comment-page-1/#comment-29937 Mohammed Al-Taee Thu, 29 Oct 2009 07:56:40 +0000 http://www.begtodiffer.com/?p=1439#comment-29937 Agree about Identity Agree about Branding Chris's blog is the brand. Tweets are part of the branding process. All above = Chris's Personal Brand Agree about Identity

Agree about Branding

Chris’s blog is the brand. Tweets are part of the branding process.

All above = Chris’s Personal Brand

]]> By: Dennis Van Staalduinen http://www.begtodiffer.com/2009/10/brandbrogan/comment-page-1/#comment-29929 Dennis Van Staalduinen Wed, 28 Oct 2009 15:01:50 +0000 http://www.begtodiffer.com/?p=1439#comment-29929 Nope. I actually meant "branding". You've convinced me to be careful about how I use the verb, but I'm still going to keep using it. The actions of building / managing / sustaining a brand are all part of making a "brand" work - otherwise I'd be out of a job -but as I've tried to point out, it isn't the most important part. Nope. I actually meant “branding”. You’ve convinced me to be careful about how I use the verb, but I’m still going to keep using it. The actions of building / managing / sustaining a brand are all part of making a “brand” work – otherwise I’d be out of a job -but as I’ve tried to point out, it isn’t the most important part.

]]> By: David Sandusky http://www.begtodiffer.com/2009/10/brandbrogan/comment-page-1/#comment-29926 David Sandusky Wed, 28 Oct 2009 14:47:01 +0000 http://www.begtodiffer.com/?p=1439#comment-29926 I think you meant corporate marketing terminology ;) "particularly since in corporate branding terminology, “identity” means name+logo+design standards" And why I say band "branding". I think you meant corporate marketing terminology ;)
“particularly since in corporate branding terminology, “identity” means name+logo+design standards”
And why I say band “branding”.

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