Brand Identity vs Brand Image: What’s The Difference?

In today’s world, the market is a tough place to be in. It’s stiff, and so many people are struggling to shine out. And, well, some really stand out! But, have you ever wondered why some brands are on top than others? Is there a product or service? Maybe. But what if you offer the same product/ services as them? Then, here, what makes you different is how you sell the product. 

And to make sure that whatever you sell is ‘marketworthy’, good branding is required. 

Let me take a pause! Does that sound too much or too confusing? If yes, we’ve got you covered here. In this blog, we will draw the difference between brand image and brand identity. Both of them are important concepts that fall under branding. This blog will also talk about how you can do it the way that sets you apart from the rest. 

What is branding? 

Before we jump on to draw a comparison between brand image and identity, you must have noticed us using the word ‘branding’ two times in a row. What does that mean? In simple terms, branding refers to adding life to the brand by developing its identity and shaping its image in the consumer’s mind. 

Brand identity services and brand image are two components that fall under branding. In the below section, we will discuss in detail the difference between brand identity and image. 

What is brand identity? 

How a brand represents itself is called brand identity. It refers to using a set of tools and visual elements to make your brand unique.

From the surface, it looks like a game of developing logo, colour and visually appealing elements to make your brand unique. However, there is more to it. A brand must have its own story and values that can create a personality of the brand. To simplify, it’s all about if your brand was a person, how he/she would look like? What attribution he/she will have? 

Key Elements of Brand Identity

There are few elements that make the brand visually, verbally and emotionally recognisable to the brand. Here are as follows: 

1. Brand Name: The most important element of brand identity is the brand name by which the company knows you. A brand name must be something that is easy to remember and tells enough to know about the brand’s purpose. To craft a memorable name, you have to ensure you stay updated with brand naming trends that make it recognisable in the era. 
2. Logo: A logo is a symbol or design that represents the brand. It must be something that can be used across various mediums, like billboards, packaging, etc, without any hassle. 
3. Colour palette: As each colour tells a lot about your brand, it must resonate with your brand values and personality. 
4. Brand story: Another vital part of ensuring that people are connecting with your brand emotionally is creating a compelling brand story. A brand story is a narration that tells about your brand’s origin, values and purpose. 
5. Tone and voice: Tone is how you say it, and voice is what you want to say. To ensure that consumers are able to resonate with your brand, you have to create a message that attracts and speaks for your brand. 

Example:  AddingLife is a diagnostic centre that offers budget-friendly services. However, they lacked customers due to outdated presence and poor brand identity. After building a strong brand identity, they can finally attract customers and generate more leads. 

What is brand image?

How people perceive your brand is the brand image. Brand image refers to how consumers interpret your brand based on your presentation, interaction and experience.

Key factors shaping brand image: 

Consumers form opinions about your brand in many ways. How do they do that? The answer is:  

1. Testimonials and reviews: People are quick to form opinions when they see how others have had experience with your brand. If they are negative, that can affect your brand image negatively. 
2. Customer experience: How do consumers feel after using your brand for the first time? Remember, the first impression is often the last. If anything goes off with their first impression, it might affect your brand reputation. 
3. Advertisement: How do you represent yourself in the market to sell something? If your message is meticulously crafted for the target audience, it may hit the right mark on the dart board. 

Example:  When Facebook came into existence, it was seen as something revolutionary. However, over time, its usage has dropped due to scams and scandals happening. 

How are they different?

Aspect	Brand identity	Brand image
Definition	Brand identity refers to the use of elements to make the brand look unique.	Brand image refers to how your brand is perceived and interpreted by consumers.
Power	Company has the power to alter it at any time.	This is usually out of the company’s control and influenced by external factors.
Elements	Brand logo, name, colour scheme, values, tone and voice.	Customer experience, testimonials, word of mouth, social media
Goal	To create an identity that stands out and is unique	To maintain a positive and good image.

How are they connected? 

Though both are different in many ways, they still have a relationship. They complement each other. If the brand identity is not built strategically, it will directly affect the brand image and vice versa. If there is a disconnection between brand identity and image, people may lose interest and credibility in the brand. 

Wrapping up! 

No matter how different the term means, they both are vital concepts to incorporate to create a successful brand. If aligned effectively, both can do wonders to shape the narrative for your brand, making it memorable and unique in the consumer’s mind. Just make sure to avail yourself of the best branding solution agency services and brand identity services that can help build a brand and scale it higher. Want to redefine your brand presence and boost it? Start it now by connecting with us and delivering perfect to your target audience. 

Frequently Asked Questions (FAQs)

1.  What is the difference between brand image and brand recognition?

Brand image refers to the overall perception of the brand which consumers create based on their perception, interaction and experience. Brand recognition simply refers to how a person recognises the brand based on visual elements like a logo, even without remembering the full name. 

2. What is the difference between brand identity, brand name, brand imagery, and brand responses?

Brand identity refers to using visual elements to create a memorable and unique brand identity. The brand name refers to a unique name that is given to a brand that is identifiable with the product or service, which can be built using brand naming services. 

Brand imagery refers to every type of visual element that represents the brand, including logos, illustrations, colours, photos, icons, symbols, etc. 

Brand response is a kind of marketing strategy that involves combining traditional advertising methods with direct responses to build awareness and generate leads. 

3. What are brand image examples?

There are many examples of brand image. For example, McDonalds has built the image that they serve food that is affordable to all with their strong advertisement strategy and message. 

Minimalists have created the image that they are a sophisticated, effective skincare brand with their solid minimalist design and subtle marketing approach. 

Levis has made an image that their products are durable, timeless, and comfortable enough for daily wear with the bold tagline “Quality never goes out of style.” 

4. What is the brand identity theory?

Brand identity theory refers to the concept of ideating, strategising and developing brand identity through the subtle use of elements, creating effective messages and developing a unique image that helps create a positive perception in the eyes of customers.