The Difference between Brand Identity and Brand Image

In developing your brand there is a dichotomy that you need to be aware of and address. That is the difference between Brand Identity and Brand Image. Brand Identity is the way you want people to perceive you. Brand Image is the way they actually perceive you. Understanding these two things and figuring out how to bring them together can be a difficult task. 

Like all communication what is said and what is understood will always be slightly different because the experiences and understanding of those receiving the message are different. No two people will ever interpret your message the same. You have to do the best you can to have a clear consistent message to minimize any disparity. To help you understand the difference let’s take a look at each one a little more in depth.

Brand Identity consists of your logo, tag line, visual and outgoing communication. Your business chooses these things because they send out the messages you choose to tell them what you want them to know. This is the 

promise you are making to your customers. The story you are asking them to understand and build loyalty for. It needs to be a bigger comprehensive message than just your logo. Your logo may come to symbolize all the things that go into your brand identity but it is not enough on its own. All the elements listed above need to come together in one identity to establish your brand in your consumer’s mind. 

Brand Image is your reputation, the emotion and stories attached to your brand and the impact that those three things combined have. This is how the messages you have constructed and shared are actually interpreted by your customers. Brand image will also include your shortcomings. The word of mouth about your brand or product will be out there. Company personalities, just like people’s personalities, will be a reflection of behaviors and characteristics. The more you remain consistent in these areas the more likely your brand image will grow in strength. Eventually these parts of your business will be expected and anticipated. This is the promise your customers will expect from you. Any interaction that does not fall into

the expected categories will most likely garner a negative response.