Branding is now a familiar term in the marketing landscape, but its facets continue to evolve. Whereas a catchy logo was once sufficient, today branding requires a deep understanding of consumer psychology and an integrated strategy. A crucial point, often underestimated, is the distinction between brand identity and brand image: two interconnected concepts that, if well managed, can make the difference between a successful brand and one destined for oblivion.

Lets start with the definition of the two terms

• Brand Identity is the way the company presents itself to customers, the way the brand wants to be perceived by its potential consumers, directly projecting its values and intentions onto them;
• Brand Image, is the way customers actually perceive the brand, the idea they actively and independently make of it.

What is brand identity

Brand identity represents the identity a company builds for itself and the image it intends to convey to its target audience. In other words, brand identity is what the brand claims to be. This “claims” implies the need for clear, decisive and, if possible, well-structured communication actions.

“This” involves various aspects, from the most obvious visual elements to the seemingly more intangible ones, such as corporate values. Indeed, the latter are particularly important in building the identity of a company, whether large or small.

What are the elements of brand identity

Brand identity is composed of several elements. These elements work in synergy to communicate who the company is, what it stands for and how it wants to be perceived by its audience. Understanding and developing each of these aspects is key to building a solid and recognisable brand identity. Below, we will examine the main elements that make up brand identity and their role in defining the corporate image.

Visual elements

The first element of brand identity is visual elements. These include all the graphic and visual aspects that make a brand instantly recognizable and distinctive.

The most important visual elements include the logo, corporate colours, typography, images, and the overall graphic style.

Coca-Cola is an iconic example of visual brand identity. Its red and white logo, distinctive character and bottle design are instantly recognisable worldwide.

Communication style

This aspect concerns the way a company expresses itself through all communication channels, both written and verbal. Communication style includes the tone of voice, the language used, the type of content produced, and the way it is presented.

The communication style helps to create an emotional connection with the audience, reinforcing the brand positioning and making it recognisable and memorable.

A strong example of communication style can be found in nike: Nike is renowned for its energetic and motivational communication style. The tone of voice is often inspirational, with phrases such as ‘Just Do It’ inciting to action. The language is direct and engaging, aimed at conveying the determination and strength that Nike represents. This style is consistent throughout its advertising campaigns, social media and communications.

‘Possibilities’, Nike’s latest commercial celebrating 25 years of ‘Just do it’ in style

Values

A brand’s values represent the principles and beliefs that guide the company in all its activities. These values influence not only how the brand presents itself to the world, but also how it operates internally, making decisions and building relationships.

They are not simply statements, but should be lived and demonstrated through concrete actions. When a company’s values are well defined and consistent, they help form a strong identity and differentiate it from competitors, creating a sense of belonging and loyalty among customers.

Lush is a prime example of a company that builds its brand identity around strong and clear values. Lush stands out for its commitment to sustainability, ethics and respect for the environment and animals. The company promotes the use of natural ingredients, fair trade, and fights against animal testing. Furthermore, Lush is transparent about the origin of its ingredients and the environmental impact of its products.

These values are deeply embedded in the company culture and are communicated through every aspect of the brand, from minimalist product packaging to social awareness campaigns. This commitment to ethical values has helped Lush build a loyal customer base that shares and appreciates the same philosophy.

‘The Lush Prize’ global prize fund launched by the company to support initiatives to end or replace animal testing.

What is brand image and why are they often confused?

Brand image is the perception that consumers have of a brand. It is the set of mental associations, emotions, and opinions that the public develops about a company, based on personal experiences, brand communications, and interactions with its products or services. An example of an effective brand image is Coca-Cola.

The two are often confused because they are both about brand identity, but from different perspectives.

• Brand identity is what the company intentionally constructs: its logo, colours, tone of voice, values and communication style, i.e. the elements that form the desired image.
• The brand image, on the other hand, is the reality perceived by the public, which may reflect or diverge from the brand identity depending on how the brand messages are received and interpreted.

People tend to confuse these two concepts because they both play a crucial role in brand definition, but from different points of view.

Brand identity is what the company says it is, while brand image is what the public believes the company to be. An effective branding strategy seeks to align these two aspects, ensuring that the identity created by the company matches the image perceived by consumers as closely as possible.

Table summarising the differences between brand identity and brand image