Brand Identity vs Image

Before we understand the difference between the two it is necessary to understand what is Brand.

Is it a good looking logo?
Is it extensive marketing?

These are just a part of your Brand.

A brand represents a company/product‘s promise to its customers. It stands for the company’s USPs, its value and the differentiating factors which makes it the preferred choice.
Brand elements create visual recall for the Brand. Just like your name and face create an association for your personality the name and logo create the visual association for the company or the product.

Now coming to brand identity. It is created by the company to represent itself to its customers. It emulates the values and personality of the company. The identity comprises of elements like name, logo, styles and other visual elements used to represent the brand.

Brand image on the contrary is created by the customers. The way a brand is perceived by the customer forms the building blocks for the image. If a company does not fulfill the promises made by its identity or its working/product does not match the personality or characteristics of the brand the image differs.

Ideal scenario is when the image and identity are the same. It means that company conforms to the values it laid while creating its identity

Branding activities can create a recall but value is generated by the company and its commitment towards its customers and values.

Signing off for now... Sony http://www.adwize.in