Effective Brand Management requires careful attention to both Brand Identity and Brand Image. Brand Identity, the perception of the organization established internally, is the value the organization claims to bring to the market and the desired public perception. Brand Image is the actual perception.
Identifying your organization’s Brand Identity can be accomplished through thorough market research and strategy development, while managing a Brand Image requires more external public interaction. However, even the best strategies do not guarantee that the market perceives your organization as intended.
It is therefore critical to manage and build a Brand Image alongside the organization’s Brand Identity. The ideal outcome is for these two to closely mirror one another. For an introductory Brand Management consultation, fill out the form below.