March 18, 2013 at 8:24 AM

Brand Image and Brand Identity

Smart Monday/Positioning

By James Glover

Once a Day Marketing

James Glover, That Branding Guy, provides the inspiration and ideas for you to build more mindshare and capture marketshare with your customers in his Once a Day Marketing blog. Tune in often to his short, entertaining and practical marketing and branding tips and watch your organization become more successful and profitable.


Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Smart Monday and we are going to talk about brand image and brand identity.

You have heard the expression “image is everything”. Let’s take a look at brand image. Brand image is the perception of your brand in the minds of your customers. That perception is built over time given the experiences they have with the brand and is unique to each individual.

Brand identity is what you want customers to perceive about the brand. All of your strategies and tactics should be designed to create the desired perception and position of the functional and emotional benefits of your product or service.

Branding is the process of aligning the customers’ brand image with your brand identity. With consistent branding you will influence how customers think about your brand and shape their actions, such as considering and buying your product on a regular basis.

Watch our Once a Day Marketing™ video to learn more: Brand Image is Everything

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at You may also contact James Glover at (505) 501-1330 or email

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