5 Key Differences Between Brand Identity and Brand Image You Must Know

You probably know what branding is. It’s the buzz word in the world of marketing. But to really utilize branding to its full extent, you need to know the intricacies of branding elements. A common confusion that arises is the difference between a company’s brand identity and brand image.

The aim of this article is to remove that confusion.

Let’s start simple with the definitions.

Brand identity is what a company intentionally projects through its logos, messaging, and values.

On the other hand,

Brand image is how consumers perceive the company based on their experiences and interactions.

Sometimes folks mix them up because they both sound related to a company’s image. But if you don’t know the difference, your branding efforts might not hit the mark.

In this article, we will explore five key differences that every marketer and business owner must grasp. By understanding these differences, you’ll be better equipped to craft a strong and consistent brand strategy that resonates with your audience and builds trust.

Key Difference 1: Nature

Brand Identity is Stable and Controllable

Brand identity is characterized by stability and controllability. It remains consistent over time, serving as the anchor for a company’s image.

This stability is vital because it ensures that customers recognize and associate specific elements, such as logos and messaging, with the brand.

Moreover, brand identity is within the company’s control. Businesses can define and shape their brand identity deliberately by designing logos, crafting brand messages, and establishing mission statements.

Coca-Cola’s brand identity has remained remarkably consistent over the years.

This controlled nature enables companies to create a cohesive and intentional image that resonates with their target audience.

Brand Image is Dynamic and Affected by Consumer Opinions

The dynamic character of brand image is marked by its responsiveness to consumer opinions and experiences. Unlike brand identity, which remains stable, brand image is subject to change based on how customers perceive and interact with the brand.

Consumer opinions, shaped by their experiences, play a pivotal role in molding this image. Positive interactions and favorable reviews can enhance brand image, while negative experiences and feedback can tarnish it.

This dynamic quality underscores the importance of actively managing and nurturing a positive brand image, as it directly influences consumer trust, loyalty, and overall success in the marketplace.

Key Difference 2: Creation

Brand Identity is Intentionally Created

Creating a brand identity happens on purpose, and branding guidelines play a big role.

When a company wants to build its brand identity, it starts by deciding how it wants to look and sound. They choose their logo, pick colors, and create a specific style for their messaging.

Starbucks Creative Expression

Branding guidelines are like the rulebook for this. They lay out the dos and don’ts — what colors to use, how the logo should be placed, what fonts are allowed. These guidelines help keep everything consistent.

So, if you see a company using the same colors and logo everywhere, that’s them intentionally sticking to their brand identity.

Brand Image Forms Organically

Brand image forms naturally through customer interactions and feedback.

When people use a product or experience a service, they start forming opinions about the brand. These opinions are based on how well the brand delivers on its promises and how customers feel about it.

Customer interactions, like friendly customer service or a smooth shopping experience, can boost a brand’s image. Positive feedback from customers who had a good experience can also help.

On the flip side, if customers have problems or negative experiences, that can hurt the brand image. Bad reviews and complaints can spread quickly and damage how people see the brand.

Amazon.com is a good example of this. Amazon’s brand image is heavily influenced by customer reviews and experiences. Positive reviews and efficient delivery processes have contributed to its strong and trusted brand image. Conversely, instances of late deliveries or negative customer feedback can quickly impact Amazon’s reputation and consumer perception.

So, a brand’s image isn’t something a company can fully control — it’s shaped by how customers perceive and interact with the brand.

Key Difference 3: Control

Brand Identity is a Controlled Element

Brand identity is a meticulously controlled element in a company’s image strategy.

Brand guidelines are the rulebook for maintaining this control. They serve as a blueprint that outlines the specific dos and don’ts of the brand’s visual and messaging elements. Here are a few examples of what brand guidelines typically cover:

1. Logo Usage: Brand guidelines specify how the logo should be used, its size, proportions, and clear space around it. For instance, the Apple logo should always be a certain size in relation to the product it’s placed on.
2. Color Palette: Brands specify their primary and secondary colors, ensuring that the exact shades are used consistently. Coca-Cola’s signature red is an example of a color that’s strictly controlled.
3. Typography: The guidelines detail the fonts and typography styles to be used in all communications. For example, Google uses a specific typeface called “Product Sans” for its logo and branding.
4. Messaging Tone: The guidelines define the brand’s voice, whether it’s formal, casual, or friendly. They might include examples of phrases or words to use and those to avoid.
5. Mission and Values: Companies outline their mission and values in the guidelines, helping employees and partners understand the core principles that should be reflected in all brand communications.
6. Visual Elements: Beyond the logo, guidelines often cover other visual elements like icons, imagery styles, and the use of specific graphics.

There’s Limited Control Over Brand Image

Controlling brand image can be like trying to steer a ship in a storm — challenging and sometimes unpredictable. Let’s look at a couple of case studies to understand how brand image can slip out of a company’s control:

PepsiCo’s Kendall Jenner Ad

In an attempt to connect with social and political issues, Pepsi created an ad featuring Kendall Jenner offering a can of Pepsi to a police officer during a protest. The ad was widely criticized for trivializing serious issues.

Pepsi had limited control over how the public would interpret the ad, and it led to a major brand image crisis.

Facebook’s Data Privacy Scandal

Facebook faced a brand image crisis when it was revealed that the company had mishandled user data, impacting millions of users. The scandal significantly damaged trust in the platform.

Facebook had limited control over how the news spread and how users perceived the company’s actions.

These case studies demonstrate that even well-established companies can face brand image crises that are difficult to control. In today’s digital age, information spreads rapidly, and public perception can quickly shift. Hence, proactive brand management and crisis response strategies are of utmost importance.

Key Difference 4: Measurement

Metrics for Measuring Brand Identity

1. Brand Awareness: How many people recognize your brand? You can measure this through surveys or tracking online mentions.
2. Brand Recall: Can people remember your logo or tagline without prompts? This can help gauge brand memorability.
3. Customer Loyalty: How often do your customers come back? Repeat business is a good sign of a strong brand.
4. Market Share: How much of the market does your brand hold? This can show how effective your brand is in attracting customers.

Brand consistency audits should also be done regularly to ensure that the brand identity is healthy. In these audits, you review everything from your logo use to your messaging to ensure they match the brand guidelines.

For example, you’d check if your logo always appears in the right colors and proportions.

Evaluating Brand Image Perception

1. Surveys: Ask people questions about your brand, like what words they associate with it or how they feel about it. Their answers reveal their perception.
2. Social Media Monitoring: Keep an eye on what people say about your brand on social platforms. Positive or negative comments can give insights into public perception.
3. Online Reviews: Check online review sites like Yelp or Google Reviews. Customer feedback can highlight how they perceive your brand.
4. Focus Groups: Bring together a small group of people and discuss your brand with them. Their conversations can uncover perceptions you might not have known about.
5. Competitor Comparison: Compare your brand’s perception to competitors. Are you seen as better, worse, or similar? This comparison can reveal your brand’s standing in the market.

Key Difference 5: Impact on Business

Brand Identity Builds Recognition and Loyalty

Brand identity has a substantial impact on businesses by fostering recognition and loyalty.

Recognition occurs when customers easily identify and remember a brand, often because of consistent logos, colors, and messaging. This recognition is valuable because it draws customers in and can lead to increased sales.

Loyalty is built when customers consistently choose a brand over others. This happens because a strong brand identity creates trust. When customers trust a brand, they are more likely to return, even if competitors offer similar products or services.

Together, recognition and loyalty contribute to a business’s success. They lead to repeat customers, positive word-of-mouth, and a competitive edge in the market.

Brand Image Has a Direct Impact on Sales and Reputation

Brand image has a direct and powerful impact on both sales and reputation.

A positive brand image can boost sales significantly. When customers have a favorable perception of a brand, they are more likely to choose its products or services over competitors’. This leads to increased sales and revenue for the company.

Brand image plays a pivotal role in shaping a company’s reputation. A strong and positive brand image can enhance a company’s reputation as reliable, trustworthy, and customer-centric. Conversely, a negative brand image can tarnish a company’s reputation.

The way customers perceive a brand directly affects their purchasing decisions and their view of the company as a whole.

Final Words

In conclusion, it’s crucial for businesses to actively optimize both their brand identity and brand image. By doing so, you can forge strong, recognizable identities that resonate with customers and create positive, lasting impressions.

This duality, where brand identity and image align, fosters trust, boosts sales, and solidifies a robust reputation.

If you find value in the insights shared and discover helpful tips along the way, I would greatly appreciate your support. Feel free to leave a clap or follow me to stay updated on future articles and resources. Your feedback and interaction are instrumental in fostering a vibrant community of business owners dedicated to success.

Additional Resources for Mastering Branding Strategy

7 Common Mistakes in Brand Identity Design and How to Avoid Them

1. Positioning: The Battle for Your Mind
2. Building a StoryBrand: Clarify Your Message So Customers Will Listen
3. Designing Brand Identity: An Essential Guide for the Whole Branding Team
4. Purple Cow: Transform Your Business by Being Remarkable
5. Start with Why: How Great Leaders Inspire Everyone to Take Action
6. Building Strong Brands

Thanks for reading!

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