When people talk about branding, many mix up brand identity and brand image. Even though they sound similar, they are not the same. In fact, knowing the difference helps you build a stronger brand that customers remember and trust.
Before we explain their differences, it’s important to see how brand identity and brand image work hand-in-hand to shape how people see your business, both online and offline.
What Is Brand Identity?
Your brand identity is what you intentionally create.
It includes your:
- Logo
- Colours
- Typography
- Tone of voice
- Website design
- Messaging
- Style
- Visual feel
In simple terms, your brand identity is how you want people to see you.
This is the part you control fully.
For deeper reading, you can check our post on How to Brand Your Business where we explained how to shape your identity from scratch. You can also explore external guides like this resource from HubSpot for additional insights:
https://blog.hubspot.com/marketing/brand-identity
What Is a Brand Image?
Your brand image is how the public actually sees you.
It is shaped by:
- Customer experience
- Social media presence
- Reviews
- Word of mouth
- How your website feels
- What people think after interacting with your business
Even though you can influence your brand image, you cannot control it completely. For instance, when we wrote about custom websites vs templates, we explained how a professional website improves user experience, and that user experience directly affects your brand image.
Key Difference Between Brand Identity and Brand Image
Although both are connected, the big difference between brand identity and brand image is this:
- Brand identity is what you create.
- Brand image is what people perceive.
Think of it like this:
You can dress nicely (identity), but people will still judge based on how you behave and interact (image).
This difference shows why businesses must be intentional about both.
And as we said in our article on Why Marketing Won’t Be Replaced by AI, strategy and perception matter more than ever.
Why Both Matter for Your Business
Both brand identity and brand image are important because one shapes the other.
When your brand identity is clear, professional, and consistent, it helps you build a strong brand image.
But if they don’t match, meaning what you project versus what people see, customers lose trust.
For example:
- If your identity says “premium,” but your website looks cheap, your brand image will suffer.
- If your identity says “trustworthy,” but reviews say otherwise, people will believe the image, not the identity.
This is why at Brandgeko, when we design logos, websites, or visual systems, we always think about how these elements influence public perception, not just how they look.
How to Make Both Work Together
Here are simple steps you can follow:
1. Build a Clear Identity
Create strong visuals, consistent messages, and a website that reflects your values.
You can read our article on Why Custom Websites Convert Better to learn how design affects perception.
2. Stay Consistent Everywhere
Your colours, message, tone, and visuals must be consistent across all social media platforms, your website, and marketing materials.
3. Listen to Your Audience
Your customers shape your brand image.
Engage them, listen to feedback, and fix negative experiences quickly.
4. Improve Customer Experience
Fast websites, good customer service, easy navigation, and quality products all help shape a positive brand image.
Conclusion
The difference between brand identity and brand image is simple but powerful.
Your identity is what you create; your image is what people believe. When both align, your business becomes memorable, trustworthy, and profitable.
At Brandgeko, we help you build a strong identity and shape a positive image, so your brand can stand tall in the market. Get us to work with you
