Action Oriented / Gets Things Done | Agent of Change |
Aligned to Social Justice | Aligned to a Cause |
Athletic | Authentic / Products That Are The Real Thing |
Bizarre / Surreal / Slightly Odd | Classy / Upper Class |
Clean / Source of Cleanliness | Comfortable |
Conservative / Reduces Risk | Convenient / Saves Time |
Coolness | Cultural Connections (e.g. fashion brand that's immersed in a music scene) |
Cuteness / Innocence | Cutting Edge |
Delicious / Tasty / Irresistible | Design Prowess |
Desirable / Attractive / Exciting | Doing Good |
Durable | Easiest to Use |
Effective / Works Properly | Entertaining / Thrilling / Fascinating / Engaging |
Environmental / Green | Fair / Flexible / Reasonable |
Fresh | Friendly |
Girly / Feminine | Handmade / Craft |
Hard Working / Ambitious | Health / Wellness / Source of Energy |
Heart / Source of Deep Emotion | High Performance |
High Quality | Honesty / Tells It Like It Is |
Humorous / Fun | Inclusive / Diverse |
Informative | Inventive |
Legacy / Heritage / Connections to History | Local Presence |
Luxurious / Lavish | Makes Things Possible / Makes Things Happen |
Manly / Masculine | Mature / Wise |
Maximalism / Bigger & Better | Minimalistic |
Mysterious / Sophisticated | National Identity (e.g. made in USA) |
Natural | Neighborly / Caring |
Nostalgic | Organic / Responsibly Sourced |
Passion (e.g. streaming service that's obsessed with sports) | Patriotic |
Rational / Scientific | Rebellious / Challenges the Status Quo |
Refined / Perfected | Reliable |
Risk & Adventure | Romantic |
Safe Products / Services | Social Status (e.g. celebrity ties) |
Source of Beauty / Elegance | Source of Belonging / Inclusion |
Source of Family Life | Source of Freedom / Individualism |
Source of Growth / Improvement / Opportunity | Source of Happiness |
Source of Productivity / Efficiency | Source of Self-Fulfillment |
Source of Self-indulgence / Self Reward | Stable / Consistent |
Stylish | Sustainable |
The Best | The Intelligent Choice |
The Safe Choice | Traditional |
Trendy / New | Value for Money |
Your Way / Custom Choices | Youthful |
Brand Identity vs Brand Image
Brand identity is what you want customers to think about your brand and brand image is what they actually think. Brand identity is within your control and includes your visual identity and marketing efforts such as brand story. Brand image reflects your real world results.| Overview: Brand Identity | ||
| Type | ||
| Definition (1) | The target personality of a brand. | |
| Definition (2) | The visual identity, qualities, values and traits that give a brand a valuable position in a market. | |
| Related Concepts | ||
