When you flip through the pages of brand-related books, almost all of them discuss brand image and brand design. However, very few attempt to distinguish between the two, instead broadly labeling them as "brand image design" or "brand image planning." Indeed, brand design and brand image are closely related because design creates the image, and an image cannot exist without design. It is nearly impossible to accurately differentiate the two. Nevertheless, this does not mean they can be used interchangeably, especially in this book, where distinguishing between brand design and brand image is necessary.
Let me use a metaphor: If we consider a brand as an unpolished woman whom we want to present 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 how fashion designers dress models according to their ideals, we need to enhance her intrinsic qualities: cultural refinement, artistic training, and the instillation of a modern spirit. We also need to improve her dressing style and aesthetic taste; promote leisure, health, sports, and high-quality aesthetic interests; and if necessary, even perform plastic surgery on her eyes, nose, and other facial features. Ultimately, we aim to showcase her beauty, charm, and allure to consumers. The brand image is akin to the appearance of this woman, which is what businesses and consumers want to see and feel. It represents their perception and evaluation of the brand, and it is static. On the other hand, brand design involves a series of packaging designs based on the established brand image. It serves as the tool, method, and pathway to shape the brand image, representing a process.
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