Brand Identity Vs. Brand Image

You don’t have to work in online marketing to hear about brand identity and image. These two terms are by now so mainstream that they’ve become buzzwords people who work in SEO, online sales, and marketing throw around. But these terms have real power when you bother to learn their true meaning and understand how to apply them to the business world. So, if you’re here to deepen your knowledge, you’re on the right page. We’ll have a look at how brand image and brand identity are different and why every beginner online business owner should know their meaning.  Now Learn more about Brand Identity Vs. Brand Image and how they differ.

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Brand Identity vs. Brand Image

First, let’s talk about branding (another buzzword from the marketing world) and what it entails. Through branding, companies use graphics and copy to make their product unique and easily identifiable on the market (especially when compared to similar products).

For instance, let’s take two pairs of sports shoes. Without knowing their branding, you can’t tell much about them, right? However, the situation changes when you know that one pair is made by Nike and the other is from Adidas. Now you know exactly what to expect from each and may even have a favorite.

Moving forward to brand identity vs. brand image, these are often difficult to separate. But, at a closer look, you can see that the brand identity is what the producer wants you (the customer) to see about the brand, while the brand image is the consumer’s perception of the brand.

So, if the branding was done right, the two images should coincide. Of course, this is not always the case.

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1. BranDetaild Identity in

As mentioned, the brand identity is the sum of elements used by the brand’s creator or owner to create a specific image in the customers’ minds. In short, under the umbrella of “brand identity,” we can find the following: logo, motto, slogan, design, message, and more.

For instance, when you choose the best theme for your website, you’re using a brand identity element because you want to create a specific image for your visitors and customers.

The same is true about pre-made templates – you want your business to give a certain vibe (elegance, structure, luxury, and so on).

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How to Put Together a Stellar Brand Identity?

While you are free to use a wide range of tools and elements, it’s not exactly easy to create a brand identity that’s unique, easily recognizable, and trust-inspiring. It takes a bit of research and analysis to find the right elements that define your brand, but it is worth the effort.

Also Read: How To Sell Logo Design Services Online

2. Brand Image in Detail

Brand Identity Vs. Brand Image

The brand image flips the perspective and gives the power to the customer. Therefore, this term encompasses all the emotions, opinions, ideas, and associations inspired by the brand once it’s on the market.

So, it’s safe to say that the brand image is directly influenced by the brand identity. But the reverse is true as well – if the brand image does not inspire the wanted emotions and actions, then the brand identity needs to change.

How to Use Brand Identity and Brand Image to Your Benefit?

Start by building a powerful brand identity that’s representative of the type of products or services you want to sell. Of course, there’s more to brand identity than logos and taglines, but the imagery of the brand is the one that helps it stand out the most. Also, it needs to highlight the product’s main features and qualities to create a connection between the two.

Once you have the brand identity, it’s time to share it with the world through marketing campaigns, awareness-raising activities, social media channels, and so on. It’s also important to find a network of supporters (other brands, investors, loyal customers) that are willing to take the brand identity further into the world.

Next, you’ll have to gather feedback and see if the brand image (how the customer sees the brand and product) fits your intentions. The target audience’s initial reaction will tell you if your brand identity is a success or if it needs more polishing.

Also Read: How to promote your brand on social media

Key Differences Between Identity and Image

To recap, here are the key differences to keep in mind:

  • Brand identity is created by the company and tries to create a specific image in the target audience’s mind. Brand image, on the other hand, is how the customer actually sees the brand or product.
  • Brand image is passive while brand identity is active
  • Brand identity is mostly visual with elements like logo, color, symbols, and so on. However, the brand image includes visual and emotional parts, allowing customers to make connections with the brand.
  • Brand image can often be influenced by the customer’s interactions and experiences with the brand. On the other hand, brand identity is usually influenced by brand image.

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In summary, brand identity is about how the company wants the brand to be perceived by the market, while the brand image is the result. Both are quite powerful tools when used right, so make sure to learn their secrets.

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