Companies like Apple, Sephora, and Nike are living the dream. Their marketing is instantly recognizable. They have massive loyal followings, and their customers have a deep connection with their brand names.
Their secrets? These companies — and dozens of household names like them — have recognizable names and personalities. They have two things weaker brands lack: Brand identity and brand image.
These two "it" factors are closely related, but the terms aren't interchangeable. Brand identity vs. brand image is an important distinction. Understanding that distinction unlocks the door to strong branding, helping you to stand out in your market.
Brand identity is the precursor and foundation of brand image. It's how you present your business to audiences, from your logo to your company values.
Just like your identity is who you are as a person, brand identity defines who your company is. Think of stylish, in-the-know Sephora and strong, no-nonsense Nike. Those brand personalities shine through in everything the companies say, do, and release.
Brand identity is easiest to notice in the visual elements of design, such as:
But just as your clothes don't define who you are as a person, your visual identity isn't the whole of your brand identity. Look deeper into a company's messaging, and you'll start to see the more subtle elements of identity:
Every customer-facing action and piece of content contributes to your brand identity. The stronger it is, the more defined a space your business defines for itself.
Your identity as a person defines how you interact in the world. Brand identity works the same way.
A strong brand identity defines a personality that aligns you with your target audience. It creates an emotional resonance that makes people think, "This brand understands me."
A consistent brand identity allows you to create more purposeful and audience-focused marketing. Research shows that marketing strategies from consistent brands generate 27% stronger brand effects, such as popularity and brand recognition.
While brand identity is the "self" you build for your business, image is how people perceive it. As a living concept, a brand image builds from what you say and what others say about you.
A brand image forms through consumer interactions. Some of those interactions are with the brand identity you've created: Your website, marketing materials, and customer team.
Other consumer experiences happen outside your control. Word-of-mouth, social media buzz, and media coverage all impact how people perceive your brand. Those perceptions form your large-scale brand image.
Brand image drives reputation and encourages emotional connection with your brand. A positive brand image helps you attract new audiences and retain loyal customers. People have "heard good things," so they're more likely to buy.
Picture Starbucks and its image as an affordable luxury experience. It has incredible customer loyalty because people see it as a special treat — but one they can have every day.
A negative brand image can have the opposite effect. Picture a fast-food chain that experiences a widespread food poisoning outbreak — sorry, Chipotle — or an airline that made headlines for poor treatment of passengers with disabilities.
This kind of negative publicity hurts customer loyalty. Audiences don't want to buy from a harmful brand and don't want others to see them doing it.
Only a strong brand can recover from that reputation hit.
Brand identity vs. image boils down to one key difference: Identity is internal, while image is external. Your brand identity is who you are, but your brand image is how people see you.
Your brand identity is almost entirely within your control, as much as you control your individual identity. No matter what people say, you're still the same person. The same is true for your business — but as a business, you need to be more purposeful in creating your identity.
Brand image comes from the outside. A strong brand identity gives you more influence over how audiences construct your brand, but you can't control how people think about your brand or what others say about it.
Although brand identity has outward-facing elements, its focus is primarily internal. As a business, you communicate your brand identity to creative team members. They develop the marketing and sales collateral that communicate your identity.
Brand identity is also a major driver of your company culture, shaping everything from your products or services to customer care.
Those internal activities shape your brand image, which is fully outward-facing. You must assess your brand image and identity to know what people think of you — and you can adapt your brand identity as needed to improve your brand image.
Now that you understand brand image vs. brand identity, you're ready to make them work together. The first step is ensuring your brand identity accurately reflects your business's values and priorities. Your brand needs to be authentic to have a consistent identity.
Keep that identity consistent across all media and touchpoints. Focus on the connection between brand and audience — how you meet their needs and what connects you to them. In short, present them with what you want your brand image to be.
Brand design goes a long way here. Professional designers understand the intimate connection between what people see and believe. That connection translates brand identity into a solid brand image.
Allow that brand image to reinforce your brand identity. Stay plugged into what people say about you, and incorporate that feedback into your marketing. By reflecting people's positive beliefs about your brand, you create a self-reinforcing cycle of positive branding.
Now that you've explored both of these concepts, take a moment to consider brand identity vs. brand image examples in your business. Ask yourself what values and aesthetics communicate who you are.
Next, think about how audiences see you. Does their perception match who you want to be? Consider what you'd change or improve to strengthen your brand image.
The final step is partnering with a branding agency. At Pixel Pocket, we can help you hone a strong and consistent brand identity and a purposeful brand image. We create custom designs to your specifications, so everything you release is fully on-brand.
Our subscription plan ensures complete satisfaction with everything we create. Check it out today, and take your brand to the next level.
