Brand Identity vs Brand Image: The Important Differences

Two phrases are commonly used in the busy marketplace, where many companies compete for customer attention that is brand image and identity. Despite their common similarity, they show different but related elements of a company’s image and public perception. 

Understanding the difference between brand identity vs brand image is important for any entrepreneur or marketer aiming to build a strong, recognizable and ultimately successful brand. Poor interaction and possible harm to the brand’s reputation can result from a failure to differentiate between these two.

What is Brand Identity? 

Basically, brand identity refers to your identity as a brand. It is a clear statement of your brand’s personality, values and mission that you want to communicate to your target audience. 

Consider it the DNA of the brand, the fundamental components that support all of its external appearances. It was purposely developed by the business and has a wide range of components, such as:

• Visual identity: This includes the logo, color scheme, typeface, imagery and general design aesthetic and is often the most immediately noticeable feature. Together, these elements produce a recognizable and consistent visual representation of the brand.

• Brand Personality: This describes the characteristics that make a brand human-like. Is it original, dependable, progressive or playful? The brand personality impacts communication style, tone of voice, and overall consumer interactions.

• Brand Values: The basic ideas that direct the brand’s activities and choices are known as its values. They stand for the values and beliefs of the brand, which frequently impact a deep emotional connection with its target market.

• Brand Mission: The brand’s mission is its primary objective and the reason why it exists, which goes beyond just making a profit. It explains the brand’s goals and the impact it hopes to have.

• Brand Promise: The brand promise refers to the brand’s explicit or implicit pledge to its customers. It explains what consumers can expect from the brand’s products, services and overall experience.

What is Brand Image?

Whereas brand image refers to how the general public sees your brand. It is the total perception, attitudes and sentiments that stakeholders, including customers, have for your brand. 

Brand image is influenced by a wide range of factors, many of them are beyond the company’s direct control, whereas brand identity is carefully planned and managed by the business. These are:

• Experiences of Customers: Every connection a customer has with the business influences their perception, from first awareness to purchase and after purchase support.

• Word-of-mouth: Consumer opinions about their experiences have a big impact on how a brand is perceived overall.

• Public relations: The way a brand is viewed can be greatly impacted by reviews, media attention and social media mentions.

• Advertising and Marketing: Although advertising campaigns are intended to convey brand identity, the audience eventually understands them and helps clarify the brand image.

• Product and Service Quality: Customer’s perceptions of a brand are highly impacted by its actual performance and dependability.

• Competitor Behavior: How competitors present themselves can have an indirect affect on how people view your company.

The main difference between brand identity and brand image is control and perspective. Brand identity is what the company wants to present, whereas brand image is what the public actually experiences. 

A healthy brand is one where these two are closely aligned. When there is a significant disconnection, it may indicate a problem with how the company communicates its identity or with the actual experiences people are having.

An Example of Dove’s Journey

Dove’s brand identity has been focused on embracing different body shapes, encouraging openness and encouraging self-acceptance, especially since the launch of its ‘Real Beauty’ campaign in 2004. 

In opposition to the generally restricted beauty standards commonly portrayed in advertising, their visual identity evolved to include ‘real women’ of all shapes, sizes and ethnicities. Their mission is to make beauty a source of confidence rather than anxiety for women worldwide and their brand values place an extreme value on empowerment and realness.

However, Dove’s brand image has faced challenges and has not always been fully aligned with its original identity. For example, in 2017 Dove ran a Facebook ad featuring a Black woman removing her t-shirt to expose a white woman. The advertisement was immediately and widely criticised for being insensitive and racially inappropriate.

Although Dove’s consistent efforts to develop a brand identity that focused on diversity, this specific advertisement greatly damaged the brand’s image among many consumers. It showed how marketing strategies can have unexpected consequences and dramatically impact public image, even when a brand identity was carried out with good intentions. 

This example highlights how maintaining brand identity is a continuous procedure that requires careful consideration of cultural sensitivity and possible interpretations.

Wrapping Up

At last, creating a great brand requires an integrated plan in which the specifically designed brand identity efficiently builds a favorable and truthful brand image. This involves achieving position, communicating consistently, delivering on brand commitments and actively listening to customer feedback. 

For those looking to go deeper into the visual aspects of creating an attractive brand identity, exploring options like a graphic designing course in Calicut can provide valuable skills and knowledge. 

By understanding and strategically managing both brand identity vs brand image, businesses can build trust, increase loyalty and achieve long-term success.

FAQs