Brand Image vs. Brand Reputation: What’s the Difference?

06.18.2018 / Posted in Articles, Branding

You use these terms. Your team should live by these terms. And your trusty customers can affect these terms—whether you like it or not.

Brand image and brand reputation carry significant weight in the success of your business, yet we’ve seen many people use these terms incorrectly.

Let’s get brand image and brand reputation straight so we can work together in tandem to burnish them for your business. Shall we?

Brand Image

A brand’s image is the impression in the consumer’s mind of a brand’s total personality, including real and imaginary qualities (including shortcomings).

Brand image is less about ideas and more about visual and emotional appeal. Image is not a static facet, either. Just as our society experiences cultural shifts, your company’s image can do the same. Think about the idea of luxury. What was considered luxurious in the 1800s is not seen as luxurious today.

Your company’s brand image is informed by your brandmark and brand colors, of course. Also, it’s influenced by the look and feel of the advertising and promotional campaigns you run that feature it, including where these ads and promotions take place.

Brand Reputation

Brand reputation measures how people consider your brand. When someone thinks about your company, what pops to mind? When people talk about your business, do they speak positively or negatively? Are people drawn to your brand or repelled by it?

Even more: Are the right people (your target audience) compelled to interact with your brand? (After all, you should care less what the general public thinks and quite a bit about what your core and goal customers think.)

Where Do You Go from Here?

We know that in the fast-paced, quick-to-label world we live in, these two ideas can get shuffled. That’s why we’re here.

If you feel like your brand’s image has run amuck or if your brand’s reputation has you feeling shaky, speak to one of our experts today.


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