We are back again in this series of branding 101, and with that, it is time to talk about “brand identity” and “brand image”.
Read on to understand the difference between “brand identity” and “brand image”, and how to get the most out of these two terms for your branding journey.
All about Brand Identity
What is it?
Brand identity is the collection of visible elements that a company creates to help identify and distinguish its brand in the marketplace. Usually, these elements are shaped by the value and mission of the company. It also works as a template for your brand, as you will include them in everything that your brand does.
Why is it important?
With great brand identity comes greater credibility.
A brand identity would not promise to make your brand more memorable, but it certainly will make your brand more trustworthy and certified in the eyes of the public.
Elements of brand identity
There are a few things to take note of when building a brand identity. These includes:
- Brand name
First and foremost, what is a brand without a name? The brand name is the most important element in brand identity, as it holds the power to help customers identify and differentiate one product from another.
- Brand Logo
A brand logo is the representation of your brand in the form of an image or symbol. Just like a brand name, it helps identify your brand and business in the simplest form of an image or icon. A logo should be simple, yet holds the value of your brand.
- Colors and graphic styles
It is true when people say that there is a psychological tie between colors and humans. Colors hold the power to convey messages that are intended for your audience, and you should put in a lot of consideration in choosing the right one.
- Website
It simply makes your brand look more professional and trustworthy, and who wouldn’t want that?
- Product Packaging
Shopping haul has become a thing, and with that, it is important to attract the public with unique and great product packaging. Of course, this only works if your product is a physical one, but never underestimate the value of a good design in packaging your product.
- Business Card
Last but not least, a professional business card is a must in building your brand identity. A well-designed business card offers the chance to build up positive opinions in the eyes of potential clients, so make sure to keep it simple.
All about Brand Image
What is it?
Brand image is the perception of your brand in the mind of the public. This includes perceptions from your loyal customers who will never hesitate to repurchase your products, and even the ones who never bought or use your services. These images are created based on the interactions they have with your brand.
Why is it important?
As a company, it can be hard to take control over your brand image, as it is all up to how the public perceives your brand. However, building a strong one by investing in the area that matters will make your company strives and be more likable in the public eye. It is also proven that a positive brand image is more likely able to influence the public in terms of purchasing intentions and customer loyalty.
Brand Identity & Brand Image
Now, let’s take a look at how these two terms differ by looking at a few examples from popular brands in Indonesia.
Brand Identity | Brand image | |
Starbucks | “The Best Coffee Makers and Cold Brew Coffee” | Great coffee drinking experience in a comfortable ambiance for work and hanging out. |
Toyota Avanza | “Mobil Terbaik Keluarga Indonesia”(“Best Indonesian Family Car”) | Offers spacious car with affordable price, the no 1 choice for a family car in Indonesia |
Bank BCA | “Senantiasa di Sisi Anda” (“Always by your side”) | Has the best bank services and friendly security guards |
Creating the right brand identity and building a good brand image requires consistency and a lot of hard work. All in all, communicating what your brand stands up for can deliver a positive brand image, thus, making your brand favorable for a long time.
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