The term branding stands for giving a name to the products and services and providing it brand power, to establish a differentiation between the similar products existed in the market. therefore, the terms brand image and brand identity are quite commonly compared with each other.
However, there are significant differences between them which we will discuss in the article ahead. The meaning of brand identity is the way a brand owner defines his own brand and wants other people to perceive it and on the other hand, the brand image is how other and the consumers of the brand’s products define it.
In other words, we can say that a brand identity can be slogan, logo, tagline, tone, or style of a brand and a brand image is imprint, the trust of existing as well as potential customers about the brand. In this article, you will learn about the Difference between Brand image and brand identity
What is a brand identity?
Brand identity means the ways a company represents itself to its existing and potential customers and the way it wants its audience to perceive and regard it. in other words, brand identity is the company’s face, which represents the values, ideas, and personality of the company.
It consists of attributes, features, performance, quality, services and support services possessed by it. it requires collective efforts of an organization, its management, and its employees to create and distinguish product with discrete characteristics.
It is known as the way a company wants its employees to be recognized in the market by its consumers and also by its competitors. Marketing strategies and branding play a huge role to communicate an organization’s identity to its audience.
It involves positioning, brand vision, relationships, and personality, etc. it requires operational and intellectual connections with the brand to establish differentiation and familiarity of the brand.
What is the brand image?
Brand image is what its customers (Both existing and potential customers) think about it. it consists of the assortment of ideas, beliefs, and impression held by its customers, formed on the basis of their experience with the brand and various other sources.
In other words, it tells the way a customer thinks and feel when he/she hear about the brand, brand imaging can’t be created in a day. It takes a long time to develop the image of a brand.
It can be built by a promotional campaign or by the direct interaction of customers with the brand. Brand image is an important thing that influences what a customer thinks about it and how he perceives it.
Key differences between Brand Image and Brand identity
|Brand Identity||Brand Image|
|The Brand identity is a way that a company wants it to be perceived in the market by its consumers.||The Brand image is a way that consumers perceive the company and their perception about it.|
|The Brand identity is active in nature which means it is in your hand to establish it.||The Brand Image is passive in nature which means it is totally out of your control to establish it.|
|The Brand identity includes elements of a brand such as its logo, slogan, style, tagline, and tone, etc.||The Brand image includes both brand elements and brand association with its customers.|
|The Brand identify is known as the reality of a brand.||The Brand image is known as the perception of its existing and potential customers about it.|
|The Brand identity of a brand heavily depends on how a it is represented by the company.||The Brand image of a brand hugely depends on what kind of experiences customers had with the brand.|
|The focus of the brand identity is to look back.||The focus of the brand image is to look ahead.|
|The Brand identity represents the desire of the company.||The Brand image represents the views of others about the brand.|
|The Brand identity is enduring.||The Brand image is superficial.|
|The Brand identity represents the promises made by the company to its consumers.||The Brand image is the perception of customers about the brand after experiencing it.|
In conclusion, brand identity is nothing but the way the company establish the brand’s name and want people to perceive it. therefore, it largely in the hands of the company and efforts put by it. on the other hand, brand image is the way its existing and potential customers think about the brand and connect with it.
therefore, it largely depends on what kind of services a company provides to its customers and how true they are to their commitments that they make while promoting their brand. Therefore, both are equally important for the prosperity of a brand.