Brand Identity vs. Brand Image

Have you ever been scrolling through a dating app, and you stumble upon someone who seems like a perfect match with all the same interests as you…and then when you meet them in person, it turns out they’re not at all like they presented themselves online.

It’s a classic story in this day and age. It’s also the perfect analogy for the difference between two topics I want to talk about today: brand identity and brand image. When they’re aligned, they can go a long way in building trust and positive word of mouth for your company, your brand, and your reputation...but when they’re not, it can lead to some major customer issues and it’s something you want to fix ASAP.

What is a Brand Identity?

Your brand identity is like your brand's capsule wardrobe – it's the carefully curated ensemble that communicates who you are, what you stand for, and why you exist as a business. It’s the sleek, “tech-forward” feel of Apple and its products. The easy UIs and relatable language of Google. The colourful messaging and packaging of Hoopla Donuts. Basically, a brand identity sums up your values and all the important need-to-knows in a simple and succinct way. (I’ve written about brand identities before in more detail, so jump over to that blog for an in-depth breakdown.)

Parts of a Brand Identity

A full brand identity package brings order to chaos. It’s much more than just a logo, a wordmark, or a random selection of colours. Among a lot of little details, a thorough identity will cover:

1. A brand’s strategy, including its mission, values, audience, etc.

2. A tone of voice, representing your communication style and brand personality.

3. A logo suite, colour palette, and typography, giving you the ability to appear professional and consistent across any current or future platform or marketing need.

4. Added details like patterns, textures, icons, illustrations, and so on.

5. Directions for consistency across all media, like what kind of photography to use and how social templates are created.

Defining Your Brand Image

Now lets’s zoom in and talk about the flip side of this coin: your brand image. This is the perception that people have about who you are – the overall vibes, thoughts, and images that pop into their heads when your name is mentioned. It's like when you hear there’s a new Marvel movie coming out, and you can instantly picture the action scenes and superpowers, without even knowing anything else. 

But here’s the twist – this isn't just about what you've carefully put out there, like your logos and colours. It’s also about what each person thinks, individually, based on their own experiences with your brand and things they've heard from others. So, it’s like a mash-up of everything – your stuff, their thoughts, public marketing, and a little bit of gossip through the grapevine. Some of this you can't really control, but if your brand stays authentic in everything it does, you don’t need to. That genuine brand feel flows out and helps people see your brand as closely as possible to how you want it to be.

The Relationship Between Brand Identity and Brand Image

From Jacob LE

Have you ever hosted a dinner party and gone all out for it? (No? Just me? You’re missing out.) You pick the perfect theme, carefully design the invitations, and plan a custom menu down to the smallest details. Every part of your home ties in to the greater whole. This is your brand identity. 

The brand image, then, would be how your guests perceive the party after they’ve attended. And if your menu promised gourmet steak and ten flavours of ice cream, only to deliver soggy peanut butter sandwiches….well, you’re going to have a lot of people who think that your identity and image don’t align at all. They’ll tell all their friends to steer clear. And if you want them to come back to more dinner parties in the future (that is, to trust you and give you some of their more-hard-earned-than-ever money), that’s a big no-no.

So, speaking of that…

Aligning Brand Identity and Image

Imagine you know someone who’s ALL about hiking and makes sure that everyone knows it. But then, they invite you to a hiking trip and they show up in flip-flops. Confusing, right? Well, when this happens in the business world, it’s never a good look and it can cause some big headaches. 

Ned Fulmer from Try Guys is a perfect example of brand misalignment (click the last link for more context).

Your brand identity, the things you put out there to show who you are, should match up as closely as possible with your brand image – how people perceive you. So, if you’re putting out press releases about your eco-friendliness, don’t turn around and dump a bunch of plastic in the woods. It seems like common sense, but you’d be surprised how often (and how easily) businesses can blunder into controversies like this. It’s just good advice to keep your brand image in tune with your brand identity for a smooth ride.

Plus, when your brand identity and brand image align, it's like music to customers' ears. It fosters trust and loyalty, as customers know you're not just talking the talk, but walking the walk, too. It’s a delicate balance that can take some practice, but you can generally choose the right path with just two key considerations (both of which come back to that bible of your business, the brand guidelines):

1. Be authentic: If you start pretending to be something you're not, folks will notice. And if you say one thing and do another, people will figure it out sooner rather than later. Your customers aren't just shoppers, after all. They're smart, and they can sense when things aren't genuine. So, show your true colours and embrace the unique things that make your brand, well, your brand. If you're all about fun and creativity, dance to that tune; if you’re more of a buttoned-up and serious company, then lean on that. Authenticity isn’t just a cool word; it’s the heart and soul of your brand, and it's what makes people say, “Yeah, I can trust them.”

2. Be consistent: The reason that brand identities have all those different facets listed above is so that you’ll be prepared to handle any situation – new or familiar – in the same way, with the same tools. This consistency is the glue that holds your brand together and it has a huge impact on whether people perceive you as worthy or not. So, whether you’re hopping on a brand-new social platform, redesigning your website, responding to an angry review in an email, or anything else, remember to keep your brand’s best face forward. Assume that anything you say or do could be used to represent your brand’s voice, stance, opinions, or portfolio in the future. But, you know, no pressure!

I Need Help With My Brand!

This stuff isn’t always easy – that’s why there are entire courses and degrees about it, and entire industries built around getting it right. Add onto that the fact that the tools and requirements are always changing, and you can be forgiven for needing a bit of help to get your brand to its best.

At Letters + Lines, I specialize in helping businesses like yours bridge the gap between brand identity and brand image. I understand how to build and promote a consistent, authentic brand that connects with your audience on a meaningful level. So, let's uncover your full potential together – reach out today and let’s get started!

Between the Lines — NEWSLETTER