The Branding Series: Brand identity vs brand image

Are Brand Identity and Brand Image the same thing?

In short, the answer to this question is no.

Whilst it is common for the terms Brand Identity and Brand Image to be used interchangeably, they don’t actually mean the same thing. 

Brand Identity is how you want your audience to perceive you.

Your Brand Identity is made up of elements such as your name, logo, typography, the values you promote, colour palette, the way that you sell your offering, it includes everything that you can dictate and everything that makes you recognisable to your audience. All of the brand components relating to your offering, make up your identity, and it is these elements that makes you different from every Tom, Dick and Harry on the scene.

Consistency is key when it comes to building a strong brand identity as these elements are what your customers connect with…

Brand Image is what your audience thinks about your brand.

This is based on how individual people outside of your company i.e. your customers feel and how they perceive your brand. 

As it is based on your customer’s feelings, your Brand Image is something that is out of your control. However, you can influence it by controlling your identity, how your company presents itself and the way that your brand is being seen.

Brand Image is important for every business. Creating a consistent and strong Brand Identity that portrays exactly who you are and what you stand for is vital in generating a positive Brand Image and a strong customer connection.

Do you think that your Brand Identity needs evolving? If so contact us here, or pop in for a brew and a chat and we’ll be happy to help.