Brand Identity vs Brand Image: Which One Holds More Value for Business?


Ever wondered what exactly “brand identity vs brand image” means and why it matters for your business? In this article, we will unpuzzle these terms for you!

Get ready to explore how understanding and enhancing your brand’s identity and image can unlock tremendous value for your business. This engaging read will provide you with practical insights and strategies to really make your brand shine.

So buckle up and dive into the fascinating world of branding!

Strategic Intent

The “Strategic Intent” in branding refers to your brand’s long-term goals. It is the big-picture vision you have for your business, and it helps determine the direction your brand takes. It’s like a roadmap, guiding your brand towards its destination.

When building your brand, your strategic intent could involve carving a unique position in the industry, becoming a leader in innovation, or delivering top-notch customer service. By defining this goal, you can align your branding efforts to match your business’s vision, ensuring that every action you take is a step towards achieving your ultimate goal.


Control in branding means you have the reins of how your brand is perceived. It’s about managing your brand’s image and business reputation in the market. With control, you direct how your business communicates its values, mission, and products to the world.

But remember, control doesn’t mean you can entirely dictate the public’s perception. It’s about influencing their impressions in a positive way. This involves delivering consistent messages and experiences that align with your strategic intent, shaping how people perceive and interact with your brand.


Consistency in branding means keeping your brand’s message, look, and feel the same every time your customers come into contact with it. Think of the world’s most well-known brands – they are easy to recognize because they are consistent in their colors, logos, and other visual elements. This type of consistency helps your brand become familiar and trusted by your customers.

But consistency goes beyond visuals. It also means delivering the same quality and service that your customers expect from your brand. This could be the taste of your food if you’re a restaurant, the helpfulness of your customer service if you’re a retailer, or the reliability of your products if you’re a manufacturer.


Communication is an essential part of branding. It’s how you talk to your customers and how you share your brand’s story. Good communication helps people understand what your brand is all about. It includes everything from your advertising and marketing materials, to how your staff communicates with customers.

In communication, it’s important to be clear and simple. Your message must be easy for everyone to understand. And, just like with consistency, your communication should match your strategic intent. This way, every time you talk about your brand, you are supporting your big-picture vision.


Evolution in branding is about adapting to the changing world and the needs of your customers. It’s about learning, growing, and transforming your brand to stay relevant and competitive. It doesn’t mean that you forget who you are, but rather that you are aware of the market trends and customer preferences, and adapt your brand accordingly.

However, while evolving, it’s crucial to maintain the core essence of your brand. This ensures that even as your brand changes and grows, it remains recognizable and trusted by your customers.

Perception Gap

The Perception Gap in branding refers to the difference between how you view your brand and how it is perceived by your customers. It’s what you think you’re offering versus what your customers think they’re receiving. This gap can cause misunderstandings and may negatively affect your business if not addressed.

Addressing the perception gap involves listening to your customers, understanding their needs, and adjusting your branding strategy accordingly. By closing this gap, you can ensure that your brand’s identity aligns with its image, leading to more satisfied customers and a stronger brand. To bridge this perception gap effectively, you should take a brand assessment first to understand how your intentional elements resonate with your audience.

Customer Loyalty

When people trust and stick with your company, that’s called customer loyalty. This happens when people pick your goods over others that offer the same thing. Customers will be loyal to a strong brand that meets their needs, which will lead to return business and word-of-mouth advertising.

It’s not just about making more sales when you have loyal customers. It also helps make a strong identity and picture for the brand. Customers who are loyal to your business will spread good word of mouth about it. This can help your brand’s image and growth in a big way.

Competitive Edge

There are certain perks or traits that make your brand stand out from the others. This is called a competitive edge in branding. Your business is different from others and customers like it more than theirs because of this. This could be about the high quality of your product, its unique logo design, your great customer service, or even the purpose or values of your brand.

In today’s busy market, it’s important to have an edge over your competitors. With so many brands competing for attention, giving your something unique can help it stand out and get people’s attention.


In corporate branding, adaptability means that your brand can change and grow in reaction to customer needs, market trends, and pressures from other brands. It means being adaptable and willing to change, whether you need to add new products, change your name, or use new technologies.

But while being able to change with the times is important, it’s also important to keep your brand’s core beliefs and identity in mind. To put it another way, being flexible shouldn’t make your brand look messy or unreliable. Your brand’s identity should be strengthened, not weakened. This will help it stay new, current, and competitive.

Navigating the Path of Prosperity with Brand Identity vs Brand Image

Understanding the difference between brand identity vs brand image is like having a compass in the world of business. It guides your path and helps you make informed decisions. Your brand identity is your promise to customers, and your brand image is how they perceive that promise.

So, keep evolving, adapting, and communicating effectively. Remember, a strong brand isn’t built in a day. It takes time, patience, and consistent effort. Be your brand’s best advocate and watch it prosper!

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