When you open a series of books on brands, almost all of them discuss brand image and brand design. However, very few attempt to distinguish between the two, instead generally labeling them as "brand image design" or "brand image planning." Indeed, brand design and brand image are closely related because what is designed is the image, and the image cannot exist without design. It is almost impossible to accurately differentiate between the two. But this does not mean they can be treated as the same thing, especially in this book, where distinguishing between brand design and brand image is necessary.
Let's use a metaphor: If we consider a brand as an unpolished woman, and we want her to present herself to the "God" consumer as a young, passionate, modern urban lady, then what needs to be done is to package and design her from the inside out. Just like fashion designers dressing models according to their ideals, we need to enhance her intrinsic qualities: enriching her with knowledge, training her talents, instilling modern spirit, improving her clothing and aesthetic taste; cultivating a leisurely, healthy, sporty, high-quality aesthetic sensibility; and if necessary, even performing plastic surgery on her eyes, nose, and other facial features. Finally, we want to showcase her beauty, charm, and allure to consumers. The brand image is like the appearance of this woman, which is what companies and consumers want to see and feel, and it represents their understanding and evaluation of the brand — it is static. On the other hand, brand design is a series of packaging designs carried out based on the established brand image. It is the tool, method, and means of shaping the brand image, and it is a process.
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