Brand identity is distinct from brand image. The former corresponds to the intent behind the branding and the way a company does the following—all to cultivate a certain image in consumers’ minds:
Brand image is the actual result of these efforts, successful or unsuccessful.
Brand identity is the visible elements of a brand, such as color, design, and logo that identify and distinguish the brand in consumers’ minds.
Consistent marketing and messaging lead to consistent brand identity and, therefore, consistent sales.
Building a positive brand image can bring in consistent sales and make product roll-outs more successful.
Building a positive, cohesive brand image requires analysing the company and its market, and determining the company’s goals, customers, and message.
Social media is a powerful driver of brand awareness.