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

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The two terms, brand image, and brand identity are often used interchangeably. In fact, they have a lot in common. 

But there are a couple of differences and those differences are important.

At first, both terms refer to how a person or a group of people feel about a certain brand.

In fact, it is that perception that will either make or break a company's profits. A strong brand image and brand identity can lead to more loyal customers who keep on coming back for your products and services.

What should you focus on in your company?

When starting a new company, it's important to focus on creating a strong brand. It doesn't matter if you deal with products or services, a well-defined and executed brand strategy is key to your success. But it's easy to get confused when you're trying to figure out what that means. 

Brand Image vs Brand Identity

Because of that, we recommend hiring professionals like the ones from Redkite for branding in Brisbane to help you. 

A lot of business owners don't want to struggle with brand marketing so they let professionals do it for them. This is a great idea because you can focus on the more important things in your company like making sales and expanding. 

Brand image

Brand Image refers to the public perception of a company or product as portrayed by marketing efforts such as advertising campaigns or PR initiatives. You can think of it as "perception" because the goal with branding is to create an impression on people about what your company does and stands for. A strong brand image will help you stand out from competitors because people will remember you more easily over time. 

Ideas of the company are represented through its brand image and it is how people understand the brand, and make decisions about products and services by whether it matches their understanding of the brand. 

A great example is Ryanair. When Ryanair advertises that they offer low-cost flights to Europe, they are using this as a way to communicate with potential customers who might be interested in traveling to Europe for vacation or business purposes. 

Brand identity

Brand Identity refers to the visual aspects of a brand that help people understand what it represents. This includes logos, color schemes, fonts, and other brand identity design elements that will become recognizable over time.. The goal with branding is to create consistent communication so that your business will stand out in the marketplace and be easily recognized by potential customers. 

Brand Identity refers to the visual aspects of a brand

It's important to note that strong branding also helps employees remember where they work and who they represent! 

For example, Starbucks has branded itself as a company serving high-quality coffee in an inviting atmosphere. Compare this with McDonald's which has branded itself as a "fast food" option. Their stores are designed to be much more functional and lack the inviting atmosphere of Starbucks locations. 

So what's the difference?

Brand identity is more focused on creating a visual representation that people can understand. Brand image, on the other hand, is about creating an impression of what your company does and stands for. Both are important for establishing a successful brand, but it's important to remember that they are different.

When you're starting a business, it's essential to create a strong brand identity so that customers can recognize you. This involves designing a logo, color scheme, and fonts that reflect your company values. You'll also want to make sure all of your marketing materials are consistent with your branding guidelines. 

As your business grows, it's important to continue reinforcing your brand identity by creating high-quality, relevant content. If you want to be successful over the long term, it's essential to continue building your brand so that customers will remember who you are and what you stand for. 

The end result of working on your brand image and your brand identity

If you had a successful brand campaign you will see positive feedback in your brand awareness. You are now rich in brand equity and people will recognize you especially on the search engines. Your business has become one of the sought-after names online with a niche among potential customers who are keen to purchase your products or avail of your services. 

Also, note that none is more important than the other; they both play an integral role in establishing a successful business.

Brand identity helps people remember what you sell while creating an image for them to be attracted to it - if done right, this attracts customers which is ultimately what everyone wants at the end of the day! So yes, maintaining consistency across all platforms including social media platforms is essential for building an effective brand. This way there's no mistake about how you want to be perceived by the public.

On the other hand, brand image is more about how you want to be perceived and less about what you sell. This can be a bit more difficult to manage as it requires staying true to your values while being open to change, but if done correctly it will create customer loyalty that is hard to come by. 

Some good examples

Good examples for quality branding campaigns are all the brands that you hear about every day. Coca-Cola, Pepsi, Apple, Samsung, Nike - these are all huge companies that have put a lot of effort into their branding and it has paid off. Consumers know what these brands stand for and they trust them to provide quality products and services.

If you're looking for a more local example, take a look at businesses like Tim Hortons or Starbucks. These companies have become synonymous with coffee and Canadians (respectively) because they've done a great job of building their brand identities. 

They've created recognizable logos, color schemes, and fonts that help people identify them immediately. Also, they've made a point of being involved in their local communities, which helps people feel connected to them.

Creating a brand logo

One important aspect of branding is developing a logo. A company logo will help people connect and build goodwill with your brand. A logo will also help you to start establishing an emotional connection with your audience. This can be done by having potential customers look at the logo and identify some sort of emotion that they are feeling when seeing it. You might even mention some specific emotions, or feelings that you want potential customers to have for your company.

The logo will also have to be professional, so it's best to use something that is simple and straightforward. The colors should be vibrant but not distracting, and the text should be easy to read at first glance so it doesn't take up too much mental energy decoding what the logos say on first viewing.

You should also avoid using any sort of overly complicated logos that could turn people off. You might want to use a few different fonts for the sake of variety, but don't do it because you like them - your logo needs to convey some sort of cohesive message. This is one thing that will help you create a brand image by establishing brand identity. 

Customers associate your brand with your imagery, you can create a brand logo easily with an online tool like Placeit and DesignEvo.

Use focus groups to test your logo ideas and your brand's image

One great way to get feedback and to see if people will actually be interested in your product or service is by using focus groups. These are small collections of people who can give you a better idea about what people think about your company, and how they feel about the various choices you have made when it comes to branding. 

Use focus groups to test your logo ideas and your brand's image

You can use focus groups to get people's opinions about your logo and your brand image and to find out what they think you should improve.

Building brand identity from the ground up

When you're designing your company's image, it's important to use a few different tools. Visuals are an integral part of branding because humans absorb information primarily through sight. In order to create a complete picture of who you are and what your company stands for, you'll have to include words alongside the visuals. 

The words you use will help people understand what your company does on a deeper level, and it will also allow you to convey feelings that are difficult to represent with visuals alone. This is an important part of branding because you want customers to be able to connect with your company in some way, whether through a tangible connection or a more emotional one. 

Building brand identity from the ground up

You don't have to include too many words, but you should at least have a slogan or two that you can use to promote your company's image. Make sure your company's motto is short and sweet so it doesn't come off as hokey or try-hard. Slogans tend to work best when they are about 6 words, so it's safe to say that most companies will only need about three slogans.

Creating your company's mission statement is another great way to communicate a cohesive image and brand identity for your company. A mission statement can be used as part of a slogan or as a stand-alone idea - just make sure it conveys the core value of your company's offerings. 

Conclusion: brand image vs brand identity: what’s the difference?

In the end, it's important to remember that both branding your company and creating a brand image are integral parts of any successful business. No big business can allow itself to neglect either of these two important aspects and expect to succeed. 

We hope that this article has helped you to understand the differences between brand identity and brand image and that you now have a better idea of which one is most important for your business.

About the author 

Peter Keszegh

Most people write this part in the third person but I won't. You're at the right place if you want to start or grow your online business. When I'm not busy scaling up my own or other people' businesses, you'll find me trying out new things and discovering new places. Connect with me on Facebook, just let me know how I can help.

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