Brand identity. Branding. Brand image.
If you’re in the business of running a business, chances are you’ve heard (or used) one of these terms. Though they are often used interchangeably, they are in fact NOT the same thing.
A brand identity is the collection of all [tangible] elements that a business creates with the goal of portraying the right image to its customers. These include (though not limited to):
Branding refers to the marketing practice of actively shaping a distinctive brand.
A brand image is a customer’s perception of the brand.
Here’s a good example given by 99designs:
Let’s say you are a middle school student. As an awkward pre-adolescent, you want to be perceived (your brand image) as cool and get invited to sit at the best table in the cafeteria. But you can’t just force other people to have that image of you. In order to develop this brand, you need to do some work.
So you make sure you watch the right YouTube channels so you always know the latest meme. Maybe you start working on your free throw. And cultivating on an impression of Mr. Archibald, your science teacher. These actions are the work you’re putting towards developing your desired image; they’re your branding.
Finally, you need to make sure you look the part. You save up your money to buy the new Adidas shoes everyone covets. You get a new haircut. You try out for (and join) the basketball team.
Those tangible elements—the shoes, the haircut, the team membership—that’s brand identity.
Here at Lógos, we specialise in brand identity design.
Stay tuned for a future article where we will cover the reasons why your brand identity is important.
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