For easy visualization, I will be accompanied by one of our clients, La Cereza, as an example in how to apply the following branding terms. Let’s break them down simply.

1. Brand Identity

Think of this as your brand’s face and outfit. Brand identity includes your logo, colors, typography, imagery, and design style. It’s what people see when they encounter your brand. A strong identity makes you instantly recognizable. In La Cereza, the brand became recognizable through their signature “cherry” icon with its striking red color.

2. Brand Image

If brand identity is what you project, brand image is what people actually perceive. It’s the reputation and associations people form about your brand over time. Being that La Cereza is a beach resort in Quezon Province, their branding is perceived as a family-friendly resort that promotes Filipino values. 

3. Brand Management

This is the ongoing care and maintenance of your brand. It involves keeping your messaging consistent, protecting your reputation, and making sure every touchpoint (social media posts, ads, packaging, customer service) feels aligned. Think of it as gardening—you water, prune, and protect your brand so it grows strong and healthy. In La Cereza’s case, this brand's social media activity is powered by strategic gratitude posts for their customers, “Did you know?” posts, and constant reminders of their promos and discounts. 

4. Brand Personality

Just like people, brands have personalities. Are you playful? Professional? Luxurious? Down-to-earth? A clear brand personality helps customers connect emotionally with you. In our case, La Cereza’s personality is focused on gratitude and hospitality.

5. Brand Positioning

Positioning is all about where you stand in the market. It’s how you differentiate yourself from competitors. Do you offer premium luxury, budget-friendly value, or innovative solutions? Positioning answers the question: “Why should people choose you instead of someone else?” La Cereza positions itself as a budget-friendly beach resort with generous promos and recreational activities that stands out against other competitors. 

Final Thoughts

In following these five terms—brand identity, brand image, brand management, brand personality, and brand positioning—Kampay Studio have successfully elevated La Cereza’s branding, garnering a significant increase in their following (now having 11K followers in one of the biggest social media platforms on the internet). Master them, and you’ll also have a solid foundation to create, manage, and grow a brand that people remember and love.

Written by Fiorella Angelie Baldeo