Brand Identity vs Brand Image
The difference between brand image and brand identity is derived from the core concept of branding and how customers perceive it. Brand can be classified as a symbol, mark, logo, name, word, sentence or a mix of these items, which companies use to differentiate them from other sellers in the market. Brand is considered an important aspect of marketing nowadays and companies allocate high budgets for branding. Branding has two faces; one is what companies communicate, while the other is what customer perceives. This element leads to various theories, out of which brand identity and brand image are important.
What is Brand Identity?
Brand identity is a portrayal derived from an organisation. It is the total proposition a company wants to show to their customers or how the company wants to be identified by their customers. The communication originating from an organisation such as advertising or public relation campaign will attempt to provide a unique message of their offering to its customer segments. This is brand identity. As an organisation, they are responsible for creating a distinguished offer towards their customers. Brand identity includes the noticeable elements of trademark color, logo, name, symbols, taglines, and communication (presentations). An example of brand identity is Coca Cola’s theme of ‘Open Happiness.’
Brand identity is the first impression of an offering for a customer. It will create mental as well as functional perceptions in the mind of customers. This perception will lead to familiarity and will differentiate the offering. From the customer point of view, the proposition of the company is translated as a promise. So, brand identity also can be classified as a promise by a company to their customers. For example, with the tagline of ‘Open Happiness’ of Coca Cola, they send a message it can be shared with friends and will make any moment happier while quenching thirst.
A unique brand identity that reflects buyer aspiration is important for any organisation, as it can lead to customer satisfaction, motivated employees, brand loyalty, growth, and customer retention. A good brand identity will be sustainable, and buyers will be able to instantly recognize it with the company’s products. For example, red with white lines correlate with Coca Cola one of the most successful brands worldwide.