Brand Identity |
Brand Image |
|
| 1 | Brand identity is established within the company or it’s developed from a certain source. | Brand image is the perception a consumer has of a brand. |
| 2 | Brand message is closely connected to brand identity. | Brand message is what the consumers perceive (positively or negatively) and what they use to form brand image. |
| 3 | Brand identity tells the story of who you really are. | Brand image shows how the market perceives your business. |
| 4 | Often strategic or substance-oriented. | Often tactical or appearance-oriented. |
| 5 | It is a symbol of a company’s reality. | It is a symbol of the consumer’s perception. |
| 6 | It represents how you want to be seen. | It represents how others actually see your business. |
| 7 | It is a long-term reflection of a company. | It’s based on a superficial impression of a business, so it can be easily changed. |
| 8 | Identity means that you’re always looking ahead into the future. | Image means that you’re always looking back into the past. |
| 9 | In its nature, it’s active | In its nature, it’s passive. |
| 10 | It speaks of your goals. | It shows where you stand right now. |
| 11 | It is a promise that a company intends to keep towards its customers. | It is the consumers’ impression of the brand. |
Thus, it’s evident that companies should focus on building brand identity. Once they’ve built a strong brand identity, a suitable brand image will follow it.
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Brand Management Knowhow – learn more about branding with our collection of educational articles.
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