Brand Image vs Brand Identity: Which One Should You Focus On?

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When building a successful brand, two concepts are often used interchangeably: Brand Image and Brand Identity. However, understanding the difference between the two is crucial for shaping how your business is perceived and how you connect with your audience. This article will explore the concept of brand image vs brand identity and offer practical insights into which one you should focus on first.

Brand identity is what a company believes it stands for, while brand image is the perception of what people think it stands for

What is Brand Image?

Brand Image refers to the perception people have of your brand. It’s the mental picture or emotional response a consumer associates with your brand based on their experiences, interactions, and information gathered from various sources. Essentially, it’s how your audience sees you, not necessarily how you want to be seen.

Example of Brand Image: Apple

Think about Apple. For many, Apple’s brand image revolves around innovation, premium quality, and a sleek, minimalist design. But this image didn’t happen overnight. It was developed through years of consistent marketing, product releases, and customer experiences. Apple’s image as a tech innovator exists because of how people perceive the brand’s products, advertising, and overall customer experience.

Key Elements That Shape Brand Image

• Customer Reviews and Testimonials: What people say about your brand in public spaces (online or offline) shapes your image.
• Social Media Presence: How your brand interacts with customers on platforms like Instagram, Twitter, or Facebook also affects public perception.
• Word-of-Mouth: Positive or negative recommendations from existing customers play a significant role in shaping your image.
• Marketing and Advertising: Your marketing efforts’ tone, imagery, and messaging impact how people think about your brand.

The Importance of Brand Image

A positive brand image builds trust and loyalty. If people associate your brand with reliability, high quality, or excellent customer service, they are more likely to become repeat customers and recommend your business to others.

What is Brand Identity?

On the other hand, Brand Identity is about how your business wants to present itself. The collection of all brand elements—visuals, voice, values, and messaging—creates the intended perception in the marketplace. Brand identity is what you create to communicate your brand’s essence to your audience.

Example of Brand Identity: Coca-Cola

Consider Coca-Cola. The iconic red and white logo, the classic font, and the memorable “Share a Coke” campaign all form the core of Coca-Cola’s brand identity. The brand has carefully crafted a sense of joy, refreshment, and nostalgia through its marketing efforts, and this identity is immediately recognizable around the world.

Key Components of Brand Identity

• Logo and Design Elements: Your logo, color scheme, fonts, and other design elements create a consistent visual presence.
• Brand Voice and Tone: How your brand “speaks” to its audience through marketing, customer service, and social media. Is your voice formal, fun, quirky, or authoritative?
• Core Values and Mission: The beliefs your brand stands for and communicates through its messaging.
• Tagline and Slogans: Short, memorable phrases that represent your brand’s promise and differentiate you from competitors.

The Importance of Brand Identity

A strong brand identity helps differentiate you from competitors and ensures consistency across all channels. It allows your audience to instantly recognize and associate your brand with the values you want to project.

Brand Image vs Brand Identity: Key Differences

At a fundamental level, the key difference between brand image and brand identity is control. Brand identity is what your company creates, whereas the brand image is how your customers perceive that identity.

Example of Nike

Let’s see what Nike did to maintain their brand image and identity

Brand Identity

Nike’s brand identity is built on athleticism, empowerment, and excellence. With the iconic “Swoosh” logo and the tagline “Just Do It,” Nike has carefully created a brand identity that inspires customers to push their limits and achieve greatness.

Brand Image

For many customers, Nike’s brand image aligns with its identity—it’s seen as a brand for elite athletes and fitness enthusiasts. However, due to controversies surrounding labor practices, some customers may perceive the brand negatively, demonstrating how brand image can deviate from brand identity based on public opinion.

Which One Should You Focus On?

When it comes to Brand Image vs Brand Identity, where should you focus your efforts? The answer is both, but it’s essential to prioritize brand identity first.

Why Focus on Brand Identity First?

Before you can manage your brand image, you must establish a strong identity. Without a consistent and compelling brand identity, your audience may form mixed perceptions, which can weaken your brand’s overall presence in the market. Here’s why brand identity is foundational:

• Control the Narrative: A well-crafted brand identity lets you control the story you want to tell about your business.
• Consistency is Key: A strong identity ensures that every touchpoint with your audience—from your website to your packaging—reinforces the same message, building recognition and trust.
• Attract the Right Audience: A clear identity helps attract customers who share your brand’s values and vision, making them more likely to resonate with your messaging.

Shaping and Managing Your Brand Image

Once your brand identity is established, your focus should shift to maintaining and shaping your brand image. This is where customer interaction and public opinion come into play. Here’s how you can manage it:

• Monitor Customer Feedback: Actively track online reviews, testimonials, and customer feedback to ensure the image people have of your brand aligns with your desired identity.
• Engage on Social Media: Your social media presence plays a huge role in shaping your brand image. Engage with your audience, address concerns, and celebrate wins publicly to maintain a positive image.
• Deliver on Your Brand Promise: Ensure your products or services consistently meet the expectations set by your brand identity. If you promise luxury, deliver luxury. If you promote affordability, maintain that in every customer interaction.

Final Thoughts: Where Should Your Focus Be?

In the debate between Brand Image vs Brand Identity, the journey begins with identity. You must first create a strong and consistent brand identity that conveys your core values, personality, and unique position in the market. Once you have that in place, you can actively work to shape and maintain a positive brand image by aligning your customer experiences with your brand promise.

By focusing on both brand identity and image in pairs, you can create a well-rounded brand that resonates with your target audience and leaves a lasting impression.