Second entry in the series of posts on the key differences between identity and brand image. This time we have a new input as a protagonist, the creation. Below, we will highlight essential aspects that are oriented in one direction or the other.
Key difference 2: creation
Brand identity is created intentionally
The creation of a brand identity is developed on purpose, with defined guidelines that are important. When a company wants to build its brand identity, it starts by deciding what it wants to look and sound like. They choose their logo, their colors and a specific style for their messages.
Brand guidelines lay out the do’s and don’ts, helping to keep everything consistent and strategically coherent.
Brand image is formed organically
Brand image is created naturally through public interactions and feedback. When people use a product or experience a service, they begin to form opinions about the brand. These opinions are based on how the brand delivers on its promises and how customers or users feel about it.
Interactions with the public, such as friendly customer service or a smooth shopping experience, can enhance a brand’s image. Positive feedback from customers who have had a good experience can also help. On the other hand, if the public has had or is having problems or negative experiences, it can damage the brand image. Bad reviews and complaints can spread quickly and erode people’s perceptions of the brand.
For example, Amazon’s brand image is heavily influenced by customer reviews and experiences. Every second, positive reviews and efficient delivery processes contribute to its strong and reliable brand image. Conversely, late deliveries or negative customer feedback can quickly affect your reputation and consumer perception.
In the next post we will look at the third key difference between brand identity and brand image: control.
Photo credit: RS
