Just like humans, there are stages in which brands are born, grown, lived, and end their lives. With the emergence of brands, the process of creating unique identity of companies, countries and cities starts at the same time. At the stages where the brand identity is formed, the character and personality of the brand starts to shape in the right proportion.
These two concepts (personality and brand) are often used in the same sense, as well as their own differences. The actual situation in identity is a facade that is projected outwards, a kind of attitude. Identity is more a concept towards society. The concept of identity is mostly claimed by psychology. In social psychology, identity is what is from your own point of view and from others’ point of view. Human identity is formed by a sense of subjectivity and is a continuum of personal integrity. Identity among people I, you, he constitutes the concepts.
Personality is a concept that each individual creates according to his / her own characteristics. Some people try to describe their personality / character with expressions such as friendly, friendly, strong or defensive. According to these observations, it can be said that personality / character is the way individuals express themselves in other people. According to the personality and character experts, it is an individual’s characteristic features that distinguish it from others. After all these observations, it is not possible to define a single personality or character. It is a kind of communication that is formed by people with their own internal and external environment, which is different from other people and which is consistent and not realized before.
The identity, personality and character of the brand are similar to those of people. They consider brand identity as a fundamental concept in order to sustain that period in which the brand grew and developed after birth. According to them, brand identity consists of controllable elements such as a certain essence, positioning, brand name, logo, message of a firm, product or service. Being controllable during these periods of development enables them to vary at any stage. The idea of the company is the idea of the brand itself, and the brand image is how a product perceives that brand. The relationship between brand identity and image must be very strong for the brand to have a strong structure.
In order for the image to exist, a strong identity must be created. If identity is wanted to be mentioned as the main point of the existence of the brand, the image should be a phase of that perception. Brand image usually consists of a combination of controllable areas of the brand. These controllable perceptions are areas such as strengths and weaknesses, positive and negative aspects of the firm. The perception of image brought by these areas often develops over time as a result of experiences with the brand directly or indirectly.
Positioning itself in a field in the market in which the brand is located is essential for its existence during the period of development.
It reveals the relationship between brand identity and image as presented in Table 1.2.
A brand identity that is conveyed to people correctly helps to perceive the needs, opportunities and opportunities of that brand correctly by the people who will use that brand and also distinguishes it from other brands and competitors. For these reasons, brand identity is one of the building blocks of companies’ success.