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What Is Your Brand Image, And How Is It Different From Your Brand Identity?

From the time you first connect with your customers, you’re trying to make an impression. Your brand image will play important role here.

Published on May 03, 2022

When most people think about branding, they think about the company logo and name. But your brand image is much more than that. Also, if you’re like most business owners, you probably think of your brand image and identity as the same.

But what exactly is the difference between these two concepts, and how can you ensure that your brand image aligns with your overall branding strategy? In this blog post, we’ll take a closer look at each of these concepts and explain how you can use them to create a successful branding strategy for your business.

What’s The Difference Between Brand Identity And Image?

  • Your brand image is essentially how your target customers perceive you about your competitors. In other words, it can be defined as the distinctive impression that you leave on a customer’s mind at first sight or contact.
  • While your brand identity refers to the physical embodiment of your brand, such as your logo, colour palette, typography, and what you think. A strong brand identity will be instantly recognizable, regardless of where it appears. It should be applied consistently across all marketing materials, from website to packaging to advertising.

While both are important in shaping customer perceptions, they serve different purposes. Your brand identity should be focused on communicating who you are and what you do, while your brand image should be more concerned with how customers perceive you.

To put it simply, your brand identity is what you say about yourself, while your brand image is what others say about you.

Build your Brand image

Why Are Brand Image and Brand identity so Important?

Your brand is an essential component of your business. It represents who you are as a company, how consumers perceive you, and how you want to be seen in the marketplace. That’s why it’s so important to take the time and effort to create a strong brand’s personality that reflects your values and goals as a business – and ensures that your company is positioned for success in the long run.

1. Brand image helps You Develop Trust With Consumers.

When customers see consistency across all aspects of your brand – whether it’s the identity elements like logo, colour palette, typography, the way your employees interact with customers, or the overall experience you provide – it helps build trust. And that trust is essential to developing long-term relationships with customers.

2. It Differentiates Yourself From Competitors.

In today’s competitive marketplace, it’s more important than ever to differentiate your business from the competition. Your brand positioning can help you do just that. Creating a unique and recognizable visual style will make it easier for potential customers to remember your company and more likely to choose you over a competitor.

3. It Instills Confidence in Your Business.

When consumers see a robust and consistent brand image, it instills confidence in your company. This is especially important if you’re a new business. A well-designed logo, for example, can communicate that you’re a serious player in your industry – even if you’re starting.

4. It Sets the Tone for All of Your Marketing Materials.

Your brand identity design should be reflected in your marketing materials, from your website and business cards to your product packaging and social media posts. This consistency helps create a cohesive look and feel for your company that will resonate with consumers.

Brands Identity

How To Create A Strong Brand Identity?

There are many factors to consider when creating a brand strategy. The most crucial factor is to ensure that your brand reflects the values and attributes of your company.

You want your customers to identify with your brand, so it’s essential to create an image that they can connect with. Here are some tips on how to create a strong brand perception for existing and new customers:

  1. Define your company’s mission and values.
  2. Develop a unique selling proposition (USP).
  3. Conduct market research.
  4. Create a list of key terms that describe your brand.
  5. Develop a tagline or slogan that embodies your brand identity.
  6. Create a logo that reflects your brand image.
  7. Create consistent messaging across all marketing materials, including website design and content, social media profiles, email newsletters, etc.
  8. Consider implementing a brand ambassador program to engage customers and spread the word about your brand identity.
  9. Continually monitor customer feedback and make any necessary adjustments to maintain your strong brand image over time.

Creating a solid brand identity can be challenging. Still, it is possible to build an engaging and recognizable brand that resonates with your audience with careful planning and strategic execution.

Brand Strategy

Setting Your Successful Brand Attributes

Brand attributes are the characteristics and core values that make up a brand. They are what makes a brand unique and distinguish it from other brands in the market.

Defining your core values is the crucial starting point for your branding efforts. How do you want people to perceive your company? What are some of the elements that make up your personality and ethos as a business?

It’s essential to think about these questions before moving forward with any marketing or advertising initiatives. The clear a picture of what your brand stand for and offer, the better chance you have of attracting customers and get distinctive competitive edge. No matter how stellar everything else looks — if it doesn’t match up with those fundamental ideals, it may not work for brand recognition.

  1. Some examples of strong brand attributes include:
  2. Relevance: Is the brand relevant to its target audience? Does it offer products or services that meet their needs and wants?
  3. Differentiation: What makes the brand different from its competitors? What unique value does it offer?
  4. Authenticity: Is the brand authentic? Does it stay true to its values and promises?
  5. Consistency: Is the brand consistent in its messaging and execution? Do customers always know what to expect from the brand?
  6. Personality: Does the brand have a strong personality that resonates with its target audience?
  7. Emotional connection: Does the brand create an emotional connection with its customers?
  8. Trustworthiness: Is the brand trustworthy? Do customers believe in its products or services?

Developing a strong brand attribute is an integral part of building successful brand assets. Carefully consider what makes your brand unique and appealing to customers, and ensure that these attributes are consistent across all touchpoints.

How Can You Make Your Brand Attributes Come To Life?

  • One of the best ways to bring your company’s brand personality to life is storytelling. When you tell a compelling story about what you’re working towards as a business, it gives people more insight into who you are beyond just the basics. Don’t be afraid to share some heartwarming or humorous stories that help set up your day-to-day operations.
  • Also, try video marketing. Whether you’re using Facebook Live for Q&As or creating unique YouTube videos about your company culture, videos can help bring your values to life in an accessible and compelling way.
  • Another great option is to get involved with local initiatives and events in your community. Sponsoring charities or hosting philanthropic programs can show potential clients that you care about far more than just profits, ultimately building trust and loyalty over time.

brand characteristics


So, what is the difference between your brand identity and your brand image? Your brand identity is all about the qualities that make up your company- it’s who you are. On the other hand, your brand image is what people see and think of when they hear your name. It’s essential to make sure that your brand image aligns with your brand identity so that customers have a consistent experience when interacting with your company.

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