Brand Identity vs Brand Image
An Analytical Comparison
Brand Identity vs Brand Image is quite different in its meanings and connotations although they are sometimes used interchangeably. The key point of difference is the origins of these two notions; brand identity is developed from within the company itself, whereas the brand image is produced in the minds of the customers. If you have a brand, how you position it will be the identity. Whereas how I, for instance, view it as your audience is the image of your brand. Nevertheless, comprehending their implications and distinctions is vital to take steps for improving both in the best way possible for driving the success of your business.
The Concepts of Brand Identity vs Brand Image
Identity comprises the visible elements of your brand based on its core tenets. It’s reflected through your brand communication materials including logo, corporate color palette, monograms, typefaces, taglines or slogans, and any visual or audio representation of your organization. Your logo is the most significant element for visually recognizing your brand and should serve to reinforce your identity when used in your communication materials. The brand gets noticed, remembered, and recognized again. As your audience accumulates experience by exposure to your brand identity over a period.
Your brand image is intangible. It reflects your brand’s outward character, personality, and authenticity, setting the tone for customers you’ll be attracting. Your brand image represents the emotional connection people develop from exposure to a strong brand identity. It embodies who you are and what you stand for. A good image requires your brand to have a clear, authentic purpose along with strategically aligned communication that reflects your values.
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Enhancing your brand identity
When choosing the logo, tagline or any other branding element for your business, be confident about your ultimate objective. Specifically, define the goals of your various choices. Do your research about the psychological impacts different colors and shapes have on people’s minds and determine your brand identity.
Assemble a competitors’ profile to compare your standing relative to others in the market. It’s important to know your market position and focus on differentiating your brand message from competitors to prevent brand confusion. A clear positioning that does not focus merely on attracting more customer attention. This results in brand reliability and loyalty which is almost on the verge of extinction. Due to the diluted identities of brands of similar characteristics. With the help of competitor analysis, give your brand a unique personality characterized by contrasting features to others in the market. This will ensure better brand recall and customer retention.
If you decide to redefine your brand identity and create a stronger one that distinctly resonates with your audience. Locate all your digital and physical assets that must be rebranded with the updated brand identity. Introduce your new brand identity by taking a creative and well-planned approach for a head start with your promotional activities under it.
Do experiments and market testing to obtain feedback. To ensure that the new brand identity you are creating aligns with your relevant stakeholders including target audiences, existing and potential partners.
Develop benchmarks to ensure the integrity of your brand and regularly measure your relativity to those benchmarks. Draft a brand guideline for your employees using the new identity online and offline. The guidelines should include elaborate instructions on the usage of your updated logo and clear space requirements around the logo in different materials where it’s likely to use. Specify corporate color scheme, palette, and typography along with their variations on dark or light backgrounds. Add templates in your guidelines for presentations, documents, ads, brochures, etc. Careful use of brand guidelines reinforces your identity and ensures clarity and harmony in all your communications through your brand.
Craft a communication plan that tells a meaningful story of your new identity and in doing so. Keep the focus on the user-value rather than an internal phenomenon. Your evolved brand identity should define a vision for your brand that helps your customers understand how your evolution matters to them.
Enhancing your brand image
The first step to enhance and amplify your brand image is by auditing your brand through interviews with key stakeholders for grasping your existing brand image and its relative status to the image you aspire to establish. Survey your customers for clarity on the level of awareness of your brand and perceptions about it.
Once you have a thorough understanding of your current image and areas of improvement to match your future vision, build a brand strategy. For this, you have to analyze available datasets and extract insights to formulate a strategy that reflects. Among other things: A defined brand vision, your current market position, differentiating characteristics, the value proposition of your product and what commitments your brand makes to the customer. To crystallize your brand philosophy, share a summary of your strategy with employees, vendors and other internal stakeholders. A consistent image is maintained throughout your entire organization by helping your team members and partners to comprehend and embrace your strategy.
To propagate your brand image, select brand ambassadors who can champion your audience. A marketing strategy consisting of tactical plans developed to convey your brand values and commitments to the masses can be disseminated through your ambassadors.
Launch integrated campaigns that creatively use multiple mediums to bring life to your brand. Incorporating promotional merchandise in your campaigns is a great way to get people excited and foster brand affinity among both internal and external audiences. Monitor your progress towards key objectives of your strategy and assess brand perception changes. By tracking actionable metrics that reflect internal and external brand adoption. And streamline your processes to improve the metrics if they are below par.
It’s imperative to put core processes in place for understanding outcomes of establishing and reinforcing your brand identity vs your brand image. Your brand emerges from the combination of experiences of your customers in their interactions with your business. The concepts of brand identity vs brand image are vital to in-depth market planning and mastering the art of marketing success.
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