Conscience is the inner perception of objections to definite wish impulses that exist in us; but the emphasis is put upon the fact that this rejection does not have to depend on anything else, that it is sure of itself.
Many of us wrongly assume that the two – Brand Image and Brand Identity – are one and the same. However, that is not the case. They both are part of Brand Management and relate to your Brand, but there are great differences between the two. The first and foremost is that a Brand creates its Brand Identity whereas the Brand Image is formed by the customers and consumers. Brand Image is the way a consumer would describe your brand. To have a healthy brand image, it becomes essential to create a brand identity that reflects how you want to be perceived in the market.
Inconsistent use of logos or multiple logos at the same time, use of inconsistent colour schemes, tag lines which do not associate with the brand vision etc. might not seem like major issues to a brand, but canimpact the image of the brand that the consumers have. While creating Brand Identity for an organization it is essential to keep in mind the target audience and also needs to reflect the brand vision and set it apart from the competition.
At the core of a Brand’s identity lies the Brand Logo. This is first image the people associate with your brand name and it should be uncluttered and unique. The tag line is another part of your Brand Identity and a single brand can have multiple tag lines. However, for idea at one point of time only one tag line should be in use. Your business stationary should reflect your Brand logo and identity which means the colour scheme should be complimentary and the style and fonts consistent.
Your brand image is not only the sum total of your brand identity. Your customer service, product quality, connect with customers etc. all contribute towards the brand image. However, it is right that brand identity also makes a contribution to the brand image. Therefore, the right brand identity is essential.