Brand identity and brand image: what they mean?

Brand identity and brand image (both part of the branding process) are important to create the own personality and make the difference on the market. Hotels, restaurants and tourist companies should create and establish the own image on the market as fundamental part of the brand´s perception from clients´s site.

Tourist destinations, especially during the high season, have a high potential. Making the difference it may assure loyalty and clientship even during the low season: this is an example for hotels, restaurants, DMCs and all touristic facilities. These companies are working great during the peak season but create a reputation and make the guests enjoy the fully experience of the brand is something different.

Importance of branding

Nowadays there is a wild competition especially on social media and most of the customer´s pre-journey begins indeed from the online research.
Well-built brand identity and image are the groundwork for associating the business name to quality and for creating a community.

For instance, if there are 100 city hotels 3 stars category, why a client should choose your property? Because the price, the service, the quality? Yes, sure. Maybe prices and services are more competitive, but the imagine plays an important role: behind logo, name, style, communication and concept there is research for create a determined name on the market and to be attractive for the related guest’s segmentation.

Difference between brand identity and brand image

Brand identity should be designed at the beginning of the business, by drawing up the concept. However, if you have already a business, you do still have time to make some top-quality changes and boost the visual elements.
Instead, brand image is finding a placement during the time. Despite this, it can be developed at the beginning and optimized during the time.
For activities already started, there is always time to create a strategy.
By having the financial opportunity to invest, there is always a chance for upgrade the own standards.

Brand identity: meaning and elements

Brand identity, also known as visual identity, includes all visible elements and should be fixed before the brand image: all elements must be carefully studied based on the target. Hence, the first step is to study the guest´s segmentation and the market.
After, is possible to choose the following elements: brand name, logo, graphics, colours, typography, tone of voice and slogan.

All elements must be connected to the brand and they all must have a purpose inherent in observation of the market placement and business.
For example, the name normally has a significant meaning, chosen because the association of the brand. The location or maybe it contains the name of the product handled. Whereas choose colors by studying the colour’s marketing psychology. They must be in connection with the location, with the guest´s segmentation or with the perception of the product. For example light blue and yellow colours for a restaurant on the beach or black for the colour association to luxury.

Behind many marketing theories, there are strategies and creativity. Nevertheless, all elements must be defined and appropriately used.

Brand image: meaning and elements

After established all visual elements, it begins the most strategic part of branding: the brand image. What it means brand image?  Brand image is the perception of the brand. The business gives all inputs, but part of the name´s reputation is indirect, because made by guests: therefore, is important to define all elements and introduce and place the name in the best way.

However, all visual elements relate to the communication, hence they are creating a determined perception and consequently a renown.
The brand image includes the following elements: brand identity, guest’s experience, emotional connection, reputation and brand personality.

In what should you invest first?

As conclusion, the brand identity is the main starting strategic investment. Basically after defined the brand identity, there are expenses for website, merchandising, signboard, material and more.
Brand image is mainly built during the time. For instance, the communication strategy should be more flexible than change the brand name and logo.

Explained in a more detailed way, brand imagine can be also divided in different phases and procedures. There is an introduction phase, therefore further procedures can be amended and adjusted depending on the customer´s reply.