The primary difference between brand identity and brand image is that brand identity represents how a business intentionally defines and presents itself, whereas brand image reflects how customers actually perceive the brand in their minds. For example, using a specific logo, color palette, and brand voice is brand identity, but being seen as trustworthy or premium is brand image.
| Basis of Difference | Brand Identity | Brand Image |
|---|---|---|
| Primary Difference | Brand identity defines how the company wants to be perceived. | Brand image shows how the brand is actually perceived by customers. |
| Focus | Focuses on visual, verbal, and strategic brand elements. | Focuses on customer impressions and beliefs. |
| Decision Question | How should the brand present itself? | What do customers think about the brand? |
| Control | Largely controlled by the company. | Formed by customers and the market. |
| Basis | Based on logo, colors, messaging, values, and tone. | Based on experiences, communication, and reputation. |
| Role in Branding | Guides consistent brand creation and communication. | Indicates brand strength and public perception. |
| Flexibility | Changes when branding strategy is revised. | Changes gradually as customer experiences evolve. |
| Examples | Using a modern logo and confident brand voice. | Being perceived as innovative or reliable. |