Brand Identity vs. Brand Image — What’s the Difference?

These two terms get tossed around a lot, but they’re not the same. And if you’re building a brand with purpose, knowing the difference matters.

Brand Identity: What You Control

This is everything you create to shape how your brand looks, feels, and sounds.

• Your logo, color palette, and fonts

• The vibe of your visuals and voice

• Your mission, values, and story

• The experience people have across your site, emails, or events

Think of brand identity as your “intent.” It’s the outfit, the energy, and the way you walk into a room.

Brand Image: What People Perceive

This is what people actually feel when they interact with you.

• What they say about you when you’re not in the room

• How your work makes them feel

• Whether your message sticks or slips by

Your brand image is the outcome of every experience and impression.

Why This Matters for Purpose-Driven Brands

You can have the most beautiful identity system in the world, but if people experience confusion, disconnection, or inconsistency? That’s the image they’ll hold.

The goal is alignment. When your identity and image match, your brand builds trust, moves people, and becomes unforgettable.

Want to align your brand identity with the image you want to create? Grab the Mini-BrandIgnite Workbook to get started.