It’s not what you say, it’s what you do.
That timeless chestnut sums up the difference in the oft-confused branding jargon of “identity” and “image.”
Brand identity is how the business defines what the brand is all about. It’s what the company defines and says itself about the brand.
The brand image is formed out in the real world marketplace by customers, prospects, and influencers based on their various experiences and interactions with the brand on varioius levels.
Developing the brand identity platform is a considered process, often involving many — and sometimes all — managenment functions behind the brand: R&D, operations, marketing, sales, finance, etc. It’s where the brand vision and values are carefully defined. Where the competitive positioning and value propositions are crafted relative to targeted audiences and their wants and needs. Where the messaging points for the brand are laid out. And where the graphic system is developed. All of this is the “say” part equation. And, it’s all vital because it helps to ensure consistency in the way the brand is presented.
The brand identity is brought to life — and the brand image formed — through the various brand interactions — touchpoints — which should also be methodically considered, prioritized relative to their ultimate role in driving the sale (new or repeat), and proactively managed to ensure delivery that is aligned with the brand identity. Delivery of these brand touchpoints is the “doing” part of the equation.
And it’s this doing that will provide the interactions that will lead your audiences to form their image of the brand and determine whether they ever buy from you (again) or move on to a competitive solution.
If sales are not what they should be, maybe it’s time to take a long look at your brand identity and actual brand image.
Is the brand identity in sync with your audiences’ wants and needs? If not, rethink the identity platform and make the changes needed.
Is there a disconnect between the brand identity and the actual image? If so, look closely at the various brand touchpoints to see where the problem is.
Brand identity is what you say. Brand image is formed as a result of what you do. Master both, and you’ll master success.
