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Know the Nuances: Understanding Brand Image and Identity

by | Apr 4, 2023 | Brand Image

Creating and maintaining a strong brand is becoming increasingly important for companies to thrive, especially today. A well-crafted brand is a powerful tool that can help businesses differentiate themselves, create customer loyalty, and, ultimately, drive growth. However, there is often confusion surrounding the concepts of brand image and brand identity. Despite being closely linked, these two terms represent different aspects of branding.

Today, we will delve into the differences between brand image and brand identity and explore how each plays a significant role in building a successful brand.

Brand Image

Brand image is the perception that customers and the general public have about a company and its products or services. It is the mental picture that people form in their minds when they think about a brand. This perception is influenced by various factors, such as the company’s marketing efforts, customer experiences, word of mouth, media coverage, and social media presence. Essentially, brand image is the impression that a company leaves on its audience—how people view the brand.

Some key components of a brand image include:

  • Emotional Associations: The feelings and emotions that people associate with a brand, such as trust, excitement, or happiness.
  • Perceived Quality: The level of quality that customers believe a brand offers in comparison to its competitors.
  • Brand Personality: The human-like characteristics attributed to a brand, such as being innovative, friendly, or sophisticated.

It is essential for companies to closely monitor and manage their brand image, as it has a direct impact on customer loyalty, satisfaction, and advocacy. A positive brand image can lead to increased sales, better customer retention, and a stronger competitive advantage.

Brand Identity

While brand image represents how a brand is perceived by its audience, brand identity refers to the visual, verbal, and conceptual elements that a company creates to represent itself and communicate its values, mission, and personality. Brand identity is the message that a company wants to convey to its customers, and it is intentionally designed to shape the perception of the brand.

Some key components of brand identity include:

  • Logo: A recognizable symbol or design that represents the brand.
  • Color Scheme: A consistent set of colors used across all marketing materials and products to create a cohesive visual identity.
  • Typography: The fonts and typographic styles used to communicate the brand’s message.
  • Imagery and Graphics: The visual elements, such as photographs and illustrations, are used to support the brand’s message and evoke specific emotions.
  • Tone of Voice: The style and manner in which a brand communicates with its audience, reflecting its personality and values.

A strong brand identity is essential for creating a clear and consistent message that resonates with the target audience. It helps companies build trust, differentiate themselves from competitors, and create a memorable impression on consumers.

The Relationship between Brand Image and Brand Identity

Although brand image and brand identity are distinct concepts, they are closely intertwined. Brand identity serves as the foundation upon which a brand image is built. When a company develops a strong brand identity, it communicates its values, personality, and promises to its customers. In turn, these elements shape the audience’s perception of the brand, forming its brand image.

However, it is worth noting that brand image is not entirely within a company’s control. While businesses can control their brand identity by crafting a specific message and visual representation, brand image is ultimately determined by the public’s perception. External factors, such as customer experiences, media coverage, and social media interactions, can significantly influence a brand’s image, whether positively or negatively.


All in all, understanding the difference between brand image and brand identity is crucial for businesses looking to create a strong and successful brand. While brand identity represents the intentional design and message a company wants to convey, brand image is the result of how that message is perceived by the public. Companies must consistently monitor and manage both their brand identity and brand image to ensure they align with their goals and values while resonating with their target audience. In doing so, businesses can build a powerful brand that drives customer loyalty and long-term success!

SpinnerMedia is an Atlanta digital marketing agency offering a whole host of services, including but not limited to SEO and custom WordPress websites. If you are looking for help with your brand identity through graphic design, work with us today.