Brand Identity and Brand Image: Knowing the Difference
A common misconception in the marketing world is that brand identity and brand image are interchangeable terms. While it’s true they’re both components of brand management, understanding the difference between them is key to knowing whether your target audience is thinking about your brand the way you want them too.
According to an article on Marcom Central, “Brand identity is how an organization wants to be perceived by its target audience. It is the message that your customers receive from the company brand.”
On the other hand, your brand's image is derived from what comes to mind when someone in your target audience is describing your brand.
“Simply put,” says Tracy Sestili, Global Head of Marketing at Fountain, “It is how your brand is perceived by others.”
Your goal: the more overlap between the two, the better.
