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Difference between Brand Image and Brand Identity

Difference between Brand Image and Brand Identity

Ever wonder what the difference is between a brand’s image and identity? For many business owners, these two concepts are often used interchangeably — but in reality, there are distinct differences that can affect how customers approach your company. In this blog post, we’ll be diving deep into the nuances of brand image and identity – exploring their individual motivations, impacts on customer loyalty and more. So if you want to take your branding strategy to the next level, keep reading!

Brand Image Brand Identity
Refers to the perception or image of a brand in the minds of consumers, which is formed through various interactions and experiences with the brand. Refers to the visual and verbal elements that are used to represent a brand, such as logos, taglines, colors, and messaging.
Can be influenced by a variety of factors, including advertising, social media, word of mouth, and personal experiences with the brand. Helps to create a consistent and recognizable brand presence across all touchpoints, and communicates the brand’s values, personality, and unique characteristics.
Can change over time based on how the brand is perceived by consumers and how it responds to market trends and changes. Is typically more stable over time, as the visual and verbal elements that make up a brand identity are carefully chosen and developed to accurately reflect the brand’s essence.

What is Brand Image?

Brand Image is a key marketing consideration that defines how a company and its products are perceived by consumers in the marketplace. It encompasses how customers see a brand’s purpose, personality, quality, and design – all of which plays an integral role in creating a positive and engaging customer experience. Brand Image also refers to whether or not shoppers can align with the company’s values and be loyal to the brand. Brand Image has become an effective tool for distinguishing one company from others in a crowded market, providing authenticity that resonates with buyers on an emotional level.

What is Brand Identity?

Brand identity is a set of defining characteristics and features that differentiate a brand from its competition. The brand identity encompasses visuals, marketing strategies, messaging, and customer experience to create the foundation upon which a company can build recognition and value for its product or service. Brand identity is critical for businesses to succeed in any market as it helps create an emotional connection with customers and gives them an understanding of what the business stands for.

Brand identities also serve as promises to customers by providing assurance that a high level of quality, reliability, and satisfaction is routinely delivered no matter where or how they purchase products or services. Brand identity is essential in today’s competitive landscape as it helps businesses attract attention, connect with customers, inspire trust and establish a sense of loyalty.

Difference between Brand Image and Brand Identity

Brand Image and Brand Identity are two interchangeable terms that are often mistakenly used interchangeably.

  • Brand Image is how a company’s product or service is perceived in the mind of the customer, while Brand Identity is how a brand wants people to think of them.
  • Brand Image can be shaped by the public through word of mouth or by a company’s intentional marketing tactics. Brand Identity, however, is created internally; it’s the sum total of elements – symbols, colors, and values that comprise a brand’s identity.
  • An effective Brand Identity helps distinguish companies from one another, create an emotional connection with customers, and provides longevity for a company’s products and services.

A powerful Brand Image combined with an established Brand Identity can help companies strengthen their presence in an increasingly competitive landscape.


A company’s brand image is the way customers see and interact with the company and its products. A company’s identity, on the other hand, is what sets it apart from others in terms of values, culture, attributes, and personality. Creating a strong and memorable brand identity is essential to differentiating your business in a crowded marketplace. It’s also important to understand that brand image and identity are two distinct concepts that should be given separate attention when developing your marketing strategy. Do you have a clear brand identity? If not, consider working with an experienced branding agency to help you create one.

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