What is the Difference Between Brand Identity and Brand Image?

The main difference between brand identity and brand image lies in the perspective and control. Brand identity is the way a company wants its target audience to perceive the brand, while brand image is the actual perception that consumers have of the brand based on their experiences and emotions related to it. Here are the key differences between the two:

Definition: Brand identity is the way a company defines itself, including its vision, mission, core values, and objectives, as well as the visual elements like logo, name, color, design, and symbols. On the other hand, brand image refers to the overall perception that consumers have of a brand, which is shaped by their experiences with the brand, advertising, packaging, and other factors.
Control: Brand identity is specifically controlled by the brand owner, while brand image is influenced by various factors outside the brand owner's control, such as customer experiences and emotions.
Perception: Brand identity is the internal essence of a brand, including its values, personality, and positioning through visual and tangible elements. Brand image, however, describes the subjective perception of the brand from the outside, which includes ideas, opinions, associations, and emotions that a person can have with regard to a brand or a brand product.

In conclusion, it is crucial for businesses to understand the difference between brand identity and brand image. While brand identity represents the company's vision, mission, and values, brand image is the actual perception that consumers have of the brand based on their experiences and emotions related to it. Aligning brand identity with brand image can help create a strong, consistent brand that resonates with consumers.