Do you know the difference between Brand Image and Brand Identity?
No? Well not to worry this short post should make it clear what the difference is. But more importantly it will make you realise, why knowing the difference is important to your business. So lets take a scenario that most of you should be able to identify with.
It’s a Friday night and your out in a bar with some friends when over walks a guy who has clearly been in the establishment since finishing work several hours previously. His hair is no longer as neat as it was when he left the house that morning, his tie is half knotted and his top button out, there is a ketchup stain down the front of his shirt and he is, well, a tad drunk. However that does not seem to deter this chap he is over speaking to the females in your group, trying to give his best lines but slightly slurring his words and just not making any sense.
So this is how you see this guy, a drunken mess, who really should call it a day and go home, but he doesn’t. Which leads to the question WHY?
Well from his point of view, which is clearly a blurry one, he is the man. He has been holding court at the bar with the boys from the office all evening. He is looking sharp in his work suit. A shirt and tie really sets him apart from the standard crowd in the bar. He has great chat for the ladies and is almost guaranteed to be getting lucky tonight.
You don’t see it this way but he does and there in lies the problem. He thinks he is presenting himself in an appropriate manner to get the attention of the ladies, but from your view he does not.
How then does this relate to Brand Image and Brand Identity?
Well imagine you and your group of friends are regular everyday consumers. Now imagine our drunken Romeo is a brand. Would you buy that brand? Probably not. Why? Well because the image you have perceived of that brand is not a good image.
Now lets look at the flip side. Romeo is the brand and is trying to sell himself to you and your group of friends. In his mind he has created the perfect identity for your needs. He thinks there is no way you can possibly not buy him as a brand. Is he correct? Well no because his identity doesn’t match your perceived image.
So simply a Brand Image is they way consumers see a brand, and a Brand Identity is the way a brand presents itself to potential consumers.
You should now see why these terms are important to you as a business owner. As a business owner you are in control of the Brand Identity for your business. It is vitally important that the Brand Identity you create matches the Brand Image your consumers have perceived of your business.
If, for example, you are trying to create a trustworthy professional Brand Identity, stop and ask your customers is this the Brand Image they see. It’s pretty easy to do. Show them your logo, or fleet vehicles or work-wear and ask them what it says to them.
If they say a trusted, professional or reliable then your on the right track. If they say something non related, such as childish and funny, then you need to take action. Address the situation and work on your Brand Identity.
Get it right by listening to and thinking like your customers, and when it’s right you’ll do more business.[button size=”large” button link = “http://blankboxdesign.com/blog-2/”]Back to Blog[/button] [button size=”large” button link = “http://blankboxdesign.com”]Back to Home[/button]