Brand Identity Vs. Brand Image: What's the Difference?



As a business owner, you know how important it is to make a strong impression on your customers. By creating a consistent, recognizable image of your company and what it stands for, you can set yourself apart from the competition and establish loyalty with your customers. Without this kind of recognition, your business may struggle to find its place in the market.

In other words, your brand is critical to your company’s success.

When many people think about branding, they tend to think of logos, colors, and designs. However, that’s only part of the equation. There’s much more that goes into building a successful brand.

To build a strong brand, there are two terms you need to be aware of:

  • Brand Identity: The distinct characteristics that make up your brand. This includes visuals, slogans, voice, and message.
  • Brand Image: The public perception of your company based on its identity. This is the way customers think and feel when they interact with your business.


In this post, we’ll take a closer look at the differences between brand identity and brand image, and how each plays a role in building a successful business. Let’s get started!

What is a Brand Identity?

Your brand identity is the foundation upon which your business is built. Think of it as the “personality” of your company. It’s the way you express who you are and what makes you unique.

Brand identity is made up of several components, including:

  • Logo: Your logo is a visual representation of your brand. It’s one of the key elements that customers will recognize first. 
  • Tagline or slogan: A short phrase that captures the essence of your business. 
  • Colors and fonts: The colors and typefaces you use to communicate your message. 
  • Voice and tone: The way you communicate with customers. It should be consistent and genuine. 
  • Values: Your core beliefs that guide how you interact with customers and the world around you.


When executed well, these components come together to create a distinct brand identity that helps you stand out from the competition.

For instance, there are many fast-food restaurants, but McDonald’s stands out thanks to its iconic golden arches logo and tagline “I’m lovin’ it.” These elements are recognized worldwide and evoke a feeling of familiarity and trust.

That’s a powerful brand identity at work.

What is a Brand Image?

Brand image, on the other hand, refers to the perception that consumers have of your brand based on their experiences and interactions with it. It is how your target audience perceives your brand in their minds, and it may not always align perfectly with your intended brand identity.

While brand identity is something that you actively create, brand image is something that you can only influence. It is the result of your customers’ experiences: how often they interact with you, how satisfied they are with your products or services, and so on.

Put another way, brand identity is what you want to be known for, while brand image is what people actually think of you. That means that you need to put in the work to ensure that your brand identity is reflected in your customer’s experiences.

One misstep can have a huge impact on your brand image. In fact, studies show that 30% of consumers have stopped buying from a brand they previously trusted due to a single negative experience. So, while you can’t always control your customer’s perceptions, it is important to take steps to ensure that your brand identity and image align.

Tips for Creating a Strong Brand Image

Here are some steps you can take to make your brand image as strong and positive as it can be:

Keep Your Brand Consistent

Consistency is key when it comes to building a positive brand image. Make sure that all aspects of your brand identity, such as your logo, colors, tagline, and messaging, are consistently applied across all customer touchpoints. 

This consistency builds recognition and familiarity, making it easier for customers to remember and identify your brand. When people encounter your brand repeatedly in a cohesive manner, it reinforces your identity in their minds. Conversely, inconsistency can create confusion and dilute the impact of your messaging, potentially leading to a weak brand image.

Monitor and Respond to Online Reviews

Online reviews are a crucial source of information about your brand image. According to research by Global Newsletter, 95% of consumers read online reviews before making a purchase decision. As such, it’s important to monitor and respond to reviews in a timely manner.

Take the time to respond to both positive and negative reviews. Thank customers for their business, address their concerns, and apologize if necessary. This will show that you care about your customers’ experiences and are willing to take steps to improve them. 

Invest In High-Quality Content

Quality content helps to build trust and credibility in your brand, improving customer loyalty and engagement. It also serves as an opportunity to showcase your expertise and demonstrate the value of your products or services. 

Make sure that any content you create – whether it’s a blog post, video, or infographic – is well-researched and written in an engaging way. Consider hiring professional copywriters or videographers to ensure that the content you produce meets high standards. Additionally, your content should be optimized for search engines so that it’s easy for customers to find.

Enlist the Help of a Creative Agency

For many businesses, it can be difficult to manage all aspects of their branding efforts on their own. Hiring a creative agency is an effective way to ensure that your brand stands out from the competition and resonates with customers.

A good creative agency will have a team of professionals who specialize in various areas, such as graphic design, copywriting, digital marketing, and more. They’ll be able to provide advice on how to refine your visual identity and improve the customer experience with your brand.

Ready to Take Your Branding Efforts to the Next Level?

As you can see, there are a number of ways to elevate your brand and ensure that it stands out from the competition. With the right strategies and resources, you can create an unforgettable customer experience and build loyalty.

At Wildish Agency, we’re experts in helping companies develop their branding initiatives and create a strong identity. From logo design and website creation to digital marketing, we’ll help you create a cohesive and impactful brand that speaks to your customers.

Contact us today to learn more about our services and how we can boost your brand!