AlinaWheeler-DesigningBrandIdentity

Brand identity idealsAuthenticityIn psychology, authenticity refers to self-knowledge and making decisions that arecongruent with that self-knowledge. Organizations who know who they are, and whatthey stand for, start the identity process from a position of strength. They createbrands that are sustainable and genuine. Brand expression must be appropriate to theorganization’s unique mission, history, culture, values, and personality.Know thyself.PlatoFirst AlcibiadesAs reality is qualified,altered, and commercialized,consumers respond towhat is engaging, personal,memorable and aboveall, what they perceiveas authentic.Joe PineCo-authorAuthenticitylogolook and feelAuthenticity, for me, isdoing what you promise,not “being who you are.”Seth Godintargeted messagescore messageswe know who we are36