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Brand Identity vs. Brand Image: Why your Business Needs to Focus on Both

Whether you're ready for a rebrand for your businesses or you're still in the pre-launch stages, it's important to understand the difference between brand identity and brand image. The main thing to keep in mind is that branding goes beyond your logo.

Brand identity is the overall look of your business - your company name, logo, tagline, and brand bible, which includes fonts, colors, content, and images.

Brand image is your brand's personality, voice, and the way customers perceive your business.

To eliminate any confusion, let's dive into what brand identity vs. brand image means for your business and why you need to focus on both.

Brand Identity vs. Brand Image

What is Brand Identity?

To define your brand identity, let's start by establishing a brand bible. Think of it as brand standards or guidelines for your business. A brand bible includes your business' fonts, colors, type of content, tone, and style of images used throughout the brand.

For our clients, Datum Tech Solutions, an industry leader in BIM technology that provides equipment, software sales, and training, we created a new website and rebrand for the Seattle-based company. The colors, fonts, and blog represent the brand's vision. We created an easy to use website to make it easier for clients to navigate and get the results they need in a few simple clicks.

What is Brand Image?

You only get one chance for a first impression. Make it count. Brand image is about what your business stands for, your relationship with customers, and how you want to be perceived. Here's why it's important. Brand image impacts your reputation, expectations, and your business' credibility. To build a sharp brand image, define your mission, vision, and values. Stay consistent and get to know your audience so you can find ways to serve them better.


Defining your brand is about finding your voice and creating consistency across all platforms. While it's important to establish your brand identity, focus on your brand image throughout your business journey. Stay true to your core values and know when it's time to pivot and adjust your marketing plan.

If you're looking to revamp your brand, contact us today to help define your brand identity and brand image.

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