Brand Identity vs. Brand Image

Are You Walking the Talk?

by Tirza

Ever heard the saying, “You never get a second chance to make a first impression”? In the cutthroat world of branding, that’s truer than ever. But what exactly shapes those first impressions? How can you ensure your brand is putting its best foot forward? The answer lies in understanding the crucial difference between brand identity and brand image.

Brand Identity vs. Brand Image

Brand identity is the foundation you build. It’s your brand’s personality, values, and visual language, meticulously crafted through logos, colors, fonts, and messaging. It’s the promise you make to your customers.

Brand image, however, is a bit more elusive. It’s the sum of all interactions and experiences your audience has with your brand, from your website and social media to customer service and product quality. It’s the reputation you earn.

When Identity and Image Collide (Or Don’t)

Ideally, your brand identity and brand image should be two sides of the same coin, perfectly aligned and reinforcing each other. But in reality, there’s often a gap between the two.

Take the Indomie brand, for example. Its brand identity revolves around comfort, nostalgia, and affordability… the quintessential Indonesian instant noodle. This is carefully cultivated through marketing campaigns, packaging, and even its familiar jingle. However, its brand image has evolved beyond just convenience. Thanks to social media and global trends, Indomie is now seen as a culinary icon, with gourmet chefs creating innovative dishes and international fans celebrating its versatility.

This is a case where brand image has expanded beyond the initial identity, in a positive way. But it doesn’t always go so smoothly. For example, imagine a fashion brand that promotes body positivity but only features thin models in its advertising. This creates a dissonance between their message of inclusivity and the visual representation of their brand, potentially alienating customers who don’t see themselves reflected in the brand’s imagery.

When You’re Walking the Talk, Authenticity is Key

How can brands ensure they’re “walking the talk” and aligning their identity and image? The answer lies in authenticity.

  • Live your values: Don’t just claim to be customer-centric, go above and beyond to provide exceptional service.
  • Be consistent: Ensure your messaging, visuals, and actions are aligned across all touchpoints. A cohesive brand experience reinforces your identity and builds a strong image.
  • Listen to your audience: Pay attention to how your audience perceives your brand. Monitor social media, reviews, and feedback to identify any disconnect and address it proactively.

By being true to your brand identity and consistently delivering on your promises, you can cultivate a positive brand image that resonates with your audience and builds lasting loyalty. After all, in the world of branding, actions speak louder than words.

Brand Identity vs. Brand Image

Are You Walking the Talk?

by Tirza

Pernah dengar pepatah, “kesan pertama begitu menggoda, selanjutnya terserah Anda”? Di dunia branding yang keras ini, pepatah itu makin relevan. Tapi apa sih yang bikin kesan pertama itu bagus? Gimana caranya brand kamu bisa bikin first impression yang oke? Jawabannya ada di brand identity dan brand image.

Brand Identity vs. Brand Image

Brand identity adalah fondasi brand kamu. Ini tentang karakter, nilai, dan visual language brand, yang dibikin lewat logo, warna, font, dan pesan. Brand identity itu janji brand-mu ke customer.

Brand image itu adalah gimana customer ngeliat brand kamu. Brand image kebentuk dari semua interaksi dan pengalaman audiens sama brand, mulai dari website, media sosial, customer service, sampai kualitas produk/jasa. Intinya, brand image itu reputasi brand-mu.

When Identity and Image Collide (Or Don’t)

Idealnya, brand identity dan brand image harusnya nyambung dan saling nguatin. Tapi kenyataannya, sering nggak sejalan.

Contohnya Indomie. Brand identity-nya tentang kenyamanan, nostalgia, dan harga terjangkau… image mie instan Indonesia banget. Ini diaplikasikan lewat campaign marketing, kemasan, sampe jingle-nya yang ear-catching. Lalu brand image Indomie udah berkembang nggak cuma soal ‘instan’ aja. Berkat media sosial dan tren global, Indomie udah jadi ikon kuliner, sampe chef profesional buat kreasi makanan dan menarik perhatian internasional.

Ini contoh brand image yang berkembang positif ngelebihin brand identity-nya. Tapi nggak semua brand seberuntung itu. Bayangin misal ada brand fashion yang ngaku body positive tapi cuma pake model kurus di iklannya. Ini bikin pesan nggak nyambung sama branding, audience jadi nggak relate dan turun kepercayaan.

When You’re Walking the Talk, Authenticity is Key

Gimana caranya biar brand bisa “walk the talk” dan nyatuin brand identity sama brand image? Kuncinya ada di kejujuran atau authenticity.

  • Lakukan Sesuai Nilai Brand: jangan cuma ngomong soal customer-centric, tapi beneran kasih service yang memuaskan.
  • Konsisten: pastiin pesan, visual, dan tindakan brand-mu konsisten di semua platform.
  • Dengerin Audiens: perhatiin gimana audiens ngeliat brand-mu. Cek interaksi di media sosial, review, dan feedback audiens buat ngeliat kalo ada yang nggak nyambung dan langsung perbaiki.

Dengan stay true sama brand identity dan konsisten ngasih yang terbaik, brand image-mu bakal positif, nyambung sama audiens, dan bikin customer loyal. Remember, actions speak louder than words!