Brand identity is how a company intentionally defines and presents itself to its target audience, including visual elements like logos, colours, typography, and deeper aspects such as mission, values, and messaging. It is the brand’s self-portrait, crafted and controlled by the company to convey how it wants to be perceived.
Brand image, in contrast, is how consumers actually perceive and interpret the brand based on their experiences, interactions, and associations. It is the collective impression held by the public, which may or may not align with the company’s intended identity. Brand image is dynamic and shaped by real consumer feedback, media, and public sentiment.
| Aspect | Brand Identity | Brand Image |
|---|---|---|
| Definition | How the company wants to be perceived | How consumers actually perceive the brand |
| Control | Created and controlled by the company | Formed passively through consumer experiences |
| Components | Visual elements (logo, colour), mission, values | Visual elements plus consumer associations (quality, reliability) |
| Focus | Company’s strategic self-portrayal | Consumer’s perception and experience |
| Nature | Intentional and stable | Dynamic and evolving |
| Purpose | To communicate brand essence and differentiate | To reflect consumer connection and sentiment |
In essence, brand identity is the brand’s intended image, while brand image is the brand’s actual image in the minds of consumers. Successful branding requires aligning these two to build trust, loyalty, and a strong market presence.
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