Difference Between Brand Identity and Brand Strategy

Edited by Diffzy | Updated on: September 22, 2022


Difference Between Brand Identity and Brand Strategy Difference Between Brand Identity and Brand Strategy

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A brand might be a name, word, number, or any other aspect of a corporation that sets it apart from competitors, but it is much more than that; it encompasses everything a company or organization does. A company's website may be a brand, as can how the receptionist answers the phone, and the corporate headquarters can be a brand, which is why it's so important. If a firm wants the world to know what it stands for, it should be exhibited, spoken, written, apparent, or implied in everything it does. Despite its intangible character, a brand is a commercial instrument that produces retail value and assists business owners, stakeholders, and others in making money and running their operations successfully. Trends and client wants or requests have the most significant impact on brand strategy. Both brand identity and brand strategy determine the company's future and, as such, should be carefully considered by the company, corporation, or organization.

Brand Identity Vs. Brand Strategy

The fundamental distinction between brand identity and brand strategy is that brand identity refers to the visible elements of a company that set it apart from the competition. In contrast, brand strategy refers to the firm's long-term development strategy linked to customer wants and desires. A company's visible objects, such as design, color, and logo, are remembered as a brand identity, and all of these items separate themselves from others in the minds of customers.

On the other hand, A Brand Plan is a long-term strategy that a company or organization uses to differentiate itself and achieve specific goals. When people see or experience your business, they form an opinion. Before diving into the brand design process, create an executable plan to help you achieve long-term company goals (and the correct audience). A brand identity is a comprehensive, visually attractive representation of your company based on a solid strategy (rather than just a logo) and connects with your target market. "Branding" combines your brand strategy and brand identity designs to give your company a consistent look on and off the internet.

Difference Between Brand Identity and Brand Strategy in Tabular Form

Table: Brand Identity Vs. Brand Strategy
Parameters Of Comparison
Brand Identity
Brand Strategy
Everything a consumer sees hears, and uses about a firm is brand identity.
The long-term marketing approach for attracting customers is known as brand strategy.
The brand identity fosters brand loyalty, consumer dependability, and customer trust.
On the other hand, a good brand strategy draws in more and more customers, increasing the brand's worth.
A brand identity is not dynamic because it does not change in response to changing business trends.
A brand strategy, on the other hand, is fluid. Therefore, there is a continual need to analyze trends that may impact the business and, as a result, make adjustments to the plan.
Logos, colors, slogans, the company's work environment, and its products or services are all brand strategy examples.
Premium pricing is an example of a brand strategy involving charging a more excellent price than rivals to give buyers the impression that the product is of superior quality.
A brand identity is a comprehensive, visually attractive representation of your company based on a solid strategy (rather than just a logo) and connects with your target market.
Before diving into the brand design process, create an executable plan to help you achieve long-term company goals (and the correct audience).
Long term
Short term or long time.
Change in style
Remains Same
Changes with demand.

What Is Brand Identity?

The visual characteristics of a brand, such as color, design, and logo, that identify and distinguish the brand in customers' eyes are known as brand identity. Brand identity is not the same as brand image. The visible items such as the logo, which is memorable, distinctive, and makes an impact, the colors pleasing to the eye, the typeface, which should be easy to read, and the brand graphics make up the brand identity. Everything a client sees, hears, and touches associated with the organization is part of the brand identity. Everything is categorized as a brand, and it does create an imprint on the customer's mind. It is the way a firm presents itself to its customers, including the name, logo, color, and design.

The former refers to the purpose of branding and how a firm goes about doing the following things to create a specific image in the minds of consumers:

  • It chooses a name.
  • Colors, forms, and other visual components are used in its goods and marketing.
  • Its adverts are written in a certain way.
  • Employees are taught how to communicate with consumers.

The end consequence of these efforts, whether successful or not, is the brand image.

The visual characteristics of a brand, such as color, design, and logo, that identify and distinguish the brand in customers' eyes are known as brand identity. Consistent marketing and messaging result inconsistent brand identity and, as a result, sales. Building a favorable brand image might help you sell more and make product launches smoothly. Analyzing the firm and its market and defining the company's goals, clients, and message are all necessary steps in creating a good, unified brand image. In addition, brand awareness is boosted by using social media.

Recognizing The Brand's Identity

Brand identity is the visual (symbol or graphic) part of a company. Consider the Nike Swoosh or Apple's apple, which are examples of a brand's identity linked to a symbol or visual component. Building brand identity necessitates the creation of a powerful visual image that connects the brand. Various branding aspects make up a brand identity. When you bring them all together, your brand's identity becomes a mascot in many ways. It's how a firm represents and describes itself, from the imagery on its marketing materials to the colors that reflect the brand to how it uses social media for advertising itself. A strong brand identity boosts a company's appeal and presence in a competitive market.

A strong brand may be one of the company's most valuable assets, in addition to saving money on advertising. Because brand value is intangible, it isn't easy to measure. Standard techniques, however, consider the expense of creating a similar brand, the cost of royalties for using the brand name, and the cash flow of comparable unbranded enterprises.

In today's E-commerce industry, brand identification is essential.

  • Confirms credibility: The age-old adage "you get what you pay for" applies here. Every customer's view of quality and pricing is that if one thing costs more than another, it must be because it is of higher quality.
  • Customers are considerably more likely to remember your firm if you have a strong brand identification. In addition, consumer loyalty is achieved when a customer is happy and content with the product or service that the firm provides.
  • Reliability: A branded firm is more likely to be known as one with a lot of experience, which leads to the customer's trust in the company's products and services.
  • Differentiation: Every company, corporation, or organization seeks different methods to set itself apart from the competition. The perception of quality aids the firm in gaining client loyalty, which leads to a price increase and increased profit.

Key Factors to Consider

Building a brand identity is a multi-disciplinary process undertaking in which each component must contribute to the broader message and commercial objectives. It can comprise a company's name, logo, design, copywriting style and tone, product appearance and composition, and social media presence. For example, Steve Jobs, the inventor of Apple, was famed for obsessing over even the tiniest of details, such as the shade of gray on toilet signage in Apple stores. While that degree of concentration may not be required, the incident demonstrates that Apple's effective branding results from hard work, not luck. But establishing a brand identity isn't limited to the major leagues. Small and mid-sized enterprises alike should have a strong brand identity.

What Is Brand Strategy?

A branding strategy (also called a brand development strategy) is a long-term plan or process for achieving a set of long-term goals that lead to people understanding the recognization and preferring your brand. The brand's key motive, its promises to customers, and how they are presented are all part of a successful branding strategy. A branding strategy is not your logo, color palette, or website, even though these creative components are essential to a successful branding plan. All intangible elements that create brand recognition, brand equity, and brand sentiment over time are fundamental to a branding strategy. The brand strategy is a long-term plan for the firm's or company's development. Customers' perceptions of a firm and its product or service may be used to define a brand. As a result, the brand strategy should serve as a guide in all of the company's consumer interactions, making it critical to identify the goal, vision, and positioning statement.

Significance Of Brand Strategy

The significance of brand strategy helps not only the organization or firm but also the consumers because the plans are put up to meet the wants and needs of the customers. The apparent argument is that a brand allows a firm to stand out from the crowd and be easily recognized by its clients.

Comprehending Brand Strategy

A brand plan also serves as the company's marketing strategy. It gives a clear plan for why the organization interacts with its consumers and how they intend to do so. A consistent message draws clients in and provides stability, and provides a focus for personnel. In addition, a clear brand vision allows employees to collaborate as a team to achieve a single objective, which contributes to the company's growth.

What factors contribute to a good brand strategy?

An effective branding strategy's fundamental aim is to let the world know that your brand exists, its purpose, and what identifies it. A branding strategy is a fluid, long-term approach that must frequently be reassessed based on its success (or lack thereof). A brand development strategy's success is not always straightforward to quantify. Branding plans sometimes incorporate intangible, difficult-to-quantify features, and it is critical to define how success will be assessed from the start. Every business will take a different method of measuring success, but all will incorporate the same aspects in their strategy.

The first stage in developing an effective brand strategy is to answer the following questions:

  • What are your brand's goals, and how do you communicate them?
  • What issues will your brand address, and how will it help its target audience?
  • Finally, how do you find your ideal clients?
  • Who will be benefited from the brand? How do these clients feel, and how do they want to feel?
  • How do you find your competitors–who are currently offering your potential consumers what they want and how are they doing it?
  • How do you attract new customers?

Main Difference Between Brand Identity and Brand Strategy in Points

  • The brand identity relies on visual things that differentiate the firm from others. In contrast, the brand strategy is a short-term or long-term marketing plan to attract existing and new customers.
  • The changing trends and demands or requirements of consumers do not affect brand identity. Still, changing trends and demands or needs of customers cause the firm to adapt its strategy, if necessary, to survive.
  • The brand identity encompasses logos, slogans, color schemes, and design, whereas brand strategy only contains long and short-term processes.
  • The brand identity is everything a customer experiences associated with the company. In the case of brand strategy, it is everything that a customer has to bear, such as a company's strategy of premium pricing, which means setting a price higher than its competitors. This, in turn, makes a customer perceive that the product or service that the company is offering is of higher quality.
  • Before embarking on the brand design process, create an executable plan to assist you in achieving long-term company goals (and the correct audience). Meanwhile, A brand identity is a comprehensive, appealing visual representation of your business based on a solid strategy (rather than just a logo) and resonates with your target audience.
  • Before beginning the brand design process, a brand strategy might be adjusted based on demand. Consequently, A brand identity is a long-term process (i.e., more than simply a logo) that connects with your target audience.
  • A brand strategy is a brief procedure. But, at the same time, the A brand identity is a long-term, consistent process.


In the corporate sector, both brand identity and brand strategy are critical. Whereas the former helps the firm stand out from the crowd and become identifiable in the eyes of its clients, the latter focuses on the long-term and short-term marketing strategies that should be implemented to attract more and more customers. Whereas one is required for recognition, the other is critical for a company's existence. Both have equal importance. The selection of a logo, color scheme, and slogans is crucial since it influences the company's image in the eyes of its consumers and should thus be done carefully. On the other hand, a brand strategy is a company's marketing plan for attracting consumers and increasing brand value.


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"Difference Between Brand Identity and Brand Strategy." Diffzy.com, 2023. Mon. 27 Mar. 2023. <https://www.diffzy.com/article/difference-between-brand-identity-and-brand-strategy-308>.

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