Case study - brand identity versus brand image - Jeep

All brands have (or should have) brand guidelines that includes the basic rules of the brand's identity and personality. Such a brand guide includes guidelines on usage of colors, typography specifications, iconography, look and feel of imagery, the voice of the brand (the way copy and tag lines are written), and brand values (what the brand stands for), to name the most essential guidelines that are usually included. These set guidelines will not only guarantee that the brand is always represented in a consistent and professional manner, but will also ensure that the way the user perceives the brand is in line with the brand's identity. The following are a couple of examples from Jeep's brand guidelines:

• Color guidelines:
  • The logo will only be displayed in either Jeep green or Jeep black; each of these colors are predefined with a set Pantone, hex, and RGB value
  • The logo may be used as an inverted logo, thus white on Jeep green or white on Jeep black
• Logo guidelines:
  
  • The logo can never be displayed without the registered trademark symbol ®
  • The logo may not be displayed with a drop shadow, with an opacity, or as a repeated pattern

The following is the brand value taken from Jeep's website

The slogan "Go anywhere. Do anything" empowers the user to challenge themselves, to believe that there are no boundaries and anything is possible with Jeep. The imagery used is illustrating just that. Jeep vehicles are photographed in rugged terrains that give the feeling that there are no boundaries when it comes to driving a Jeep. The terrain might be challenging, but that won't limit the adventure.

It's clear that the visual guidelines must reinforce the brand values, but it does not stop there. The brand's activity in the media and in society must also be in line. For example, Jeep's of road adventure experiences offered to users and their outstanding customer service also reinforces the brand image and the user's perception of the brand.