brand identity vs brand image

Brand Identity vs Brand Image: The Important Differences

VWB Blog 11 months ago 25

Are you familiar with your favorite brands and how they make you feel? Have you ever wondered what makes these successful brands stand out in a sea of competition? It all comes down to brand identity and brand image.

While they may sound similar, understanding the differences between brand identity vs brand image is critical to unlocking the power of successful branding.

Want to know more? Then keep reading to discover how brand elements like logos, colors, and slogans create a distinct identity while consumer experiences and perceptions shape the image we have of brands!

Brand Identity: What Makes a Brand Unique

Let’s start with brand identity. Imagine you are meeting someone for the first time. What are the things that make that person unique and different from others?

It could be their name, their appearance, their personality, or even the way they dress. All these things help you recognize and remember that person. Well, the same goes for brands!

Brand identity is all about what makes a brand unique and different from others. It includes the elements that help people recognize and remember the brand.

These elements can include the brand’s name, logo, colors, slogans, and even the fonts they use. They are like the brand’s personal characteristics that make it stand out in a crowd.

For instance, a clothing brand might use a logo featuring the brand’s name along with a visually appealing symbol that represents their commitment to craftsmanship, such as high quality embroidery. This attention to detail enhances their brand identity and sets them apart in the market.

Brand Image: How People Perceive a Brand

Now, let’s talk about brand image. Imagine you meet someone for the first time, and they seem friendly, kind, and trustworthy. You start forming an image of that person in your mind based on how they behave and how they make you feel.

Similarly, brand image is the perception or image that people have of business brands based on their experiences and interactions with them.

Brand image is not something a brand can fully control because it depends on how people perceive and feel about it. It’s influenced by their experiences with the brand’s products, services, and advertisements. It’s even affected by what other people say about the brand.

For example, if a brand consistently provides excellent customer service, people will have a positive image of that brand. On the other hand, if a brand delivers poor quality products or has bad customer service, people will have a negative image of the brand.

Brand Identity vs Brand Image: Their Differences

Now that we understand what brand identity and brand image are, let’s begin to look at their differences:


The company has direct control over its brand identity. It designs and develops the brand identity elements to reflect its desired image and messaging.

However, brand image is created by consumers’ perceptions and experiences. The company can influence it through marketing and communication. Though ultimately, consumers have control over it based on their opinions.

Intention vs. Perception

Brand identity is intentional and planned. It represents how the company wants to be perceived and the image it strives to project to its target audience.

Brand image is a result of consumer perceptions and interpretations. It represents how consumers actually perceive the brand through their interactions and experiences.


The company has a high level of control over brand identity, as it can create and modify the visual and verbal elements, as well as shape the brand’s positioning and messaging.

On the other hand, the company has limited control over brand image. Consumers’ opinions and experiences shape it.

However, the company can influence brand image through its actions and marketing. They can also make an impact on it with customer service and brand communication.


Consistency is vital in brand identity to maintain recognition and build trust among consumers. By presenting consistent visual and verbal elements, a brand establishes familiarity and reliability.

Sudden changes in these elements can confuse consumers and weaken brand recognition. Consistency reinforces the brand’s identity. This instills confidence in consumers that the brand will deliver on its promises consistently.

Brand image, however, can change over time as people have different experiences and interactions with the brand. Positive experiences enhance the brand’s image, while negative ones can damage it. External factors like shifting trends or controversial events can also impact brand image.

Strategic vs. Experiential

Brand identity is a strategic tool used by companies to differentiate themselves in the market, convey their values, build recognition, and create a consistent brand experience across touch points.

However, brand image is the experiential outcome of consumers’ interactions with the brand. It is the culmination of their experiences with the brand’s products, services, advertising, customer service, and overall reputation.

Why Brand Identity and Brand Image Are Important

Both brand identity and brand image are crucial for the success of a brand. A strong brand identity helps a brand stand out and be easily recognized in a competitive market. It creates a sense of familiarity and builds trust with customers.

Think about your favorite brands. You probably recognize them instantly because their brand identity is well-established.

On the other hand, brand image influences how people perceive and feel about a brand. A positive brand image can attract more customers and build loyalty, while a negative brand image can drive customers away.

By understanding the differences between brand identity and brand image, companies can make better decisions regarding branding strategies. They can focus on creating a strong and consistent brand identity while also ensuring positive experiences to shape a favorable brand image.

Maximize Success With Balanced Brand Identity and Brand Image

Brand identity vs brand image are two important components of any growing brand. When properly implemented, they both have the potential to create a more recognizable brand, building up customer loyalty and trust.

It is up to the business marketing team to ensure that these two elements align with one another for an effective marketing strategy. Don’t delay! Ensure success with a balanced brand identity and brand image!

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