7 Key Differences Between Brand Identity vs. Brand Image

To create a strong impression in consumers' minds, it’s important to ensure that your brand is easily remembered. Two concepts that contribute to this are brand identity vs. brand image. While both are crucial, they serve different purposes in building and maintaining the public’s perception of a brand. 

This article will discuss brand identity vs. brand image, including the concept and the difference.

Brand Image vs. Brand Identity: What Are the Differences?

The terms brand image and brand identity are well-known in the marketing world. Understanding the differences is important for companies to build a strong and consistent brand. Here are the differences you need to know:

1. Concept

The first difference between brand image and brand identity is concept. Brand identity refers to how a company wants to be perceived by consumers. This includes elements such as logos, colors, typography, and a consistent brand voice used across various communication channels. This identity represents a visual and narrative such as values, vision, and mission to communicate with an audience.

Meanwhile, brand image is consumers' perception of the brand. This concept is built from how consumers perceive and feel about the brand based on their interactions and experiences. In addition, brand image is influenced by various factors, including customers' journeys, reviews from other users, or marketing campaigns.

2. Establishment and Sustainability

Brand identity is created by a company, while a brand image is the result of consumer perception that develops over time.

Brand identity is typically developed by a creative team that designs visual and narrative elements to represent a brand. This identity is intended to be permanent, with updates made as needed to stay relevant.

In contrast, brand image is influenced by consumers' interactions with brand products, services, or content. As a result, a brand image can evolve based on customer experiences and perceptions.

3. Building Component

Brand identity includes elements such as logos, color schemes, fonts, taglines, and key messages. These pieces come together to create a consistent and recognized identity for consumers and are conveyed through various communication channels.

On the other hand, brand image is influenced by external factors, including consumer reviews,  marketing campaigns, and reception of products or services in the market. This includes consumer opinions, brand associations, and brand reputation in the industry.

4. Process and Effort

In creating a brand identity, companies involve the creative process, in-depth research, company values, and long-term goals. In addition, the identity must also reflect the characteristics that customers want to recognize.

In contrast, brand image can’t be controlled by the company. While marketing strategies can help improve brand image, eventually, the image will be determined by consumers' experiences and how they interpret their interactions with a brand.

5. Image Representation

Brand identity represents what the company wants to convey to the public. This includes the ideal brand image that a company wants to project to consumers.

On the other hand, brand image is a reflection of how the brand is received and understood by consumers. It includes the actual representation of what consumers feel and think about the brand.

6. Control and Response

A company has complete control over its brand identity. It can decide which elements to use to represent the brand and how to apply them across channels.

However, brand image is more difficult to control. While a company can influence through product quality, customer service, and marketing strategies, the final image is shaped by customer reactions and perceptions.

7. Evaluation and Focus

Brand identity is evaluated based on consistency and well-chosen elements, that reflect a company's values and goals.

Meanwhile, brand image is evaluated based on consumer perception and reaction. The brand must viewed by an audience and reflect the company's identity.

This concludes the explanation of brand identity vs. brand image. When a company keeps both consistent, it can more easily get attention and build strong bonds with customers. 

Eventually, balancing a strong brand image and brand identity brings the company closer to long-term success.

When building these aspects, you can always collaborate with professionals. VISUWISU, a provider of professional visual services, can help you! VISUWISU offers Creative Development and Branding services to help you build a strong business brand in terms of value, messaging, and visuals.

So, what are you waiting for? Contact VISUWISU now to discuss your company's branding!