Brand Identity vs. Brand Strategy

Successful brands don’t just happen! There’s a lot of behind-the-scenes work that occurs before consumers see a product, website, or social media post. Your favorite brands have a really solid brand strategy and brand identity in place to help drive their profits and positive customer experiences. Many people use the terms "brand strategy" and "brand identity" interchangeably, but they’re two completely separate end-products that are crucial to how well a brand’s messaging and visuals perform.

What is a Brand Identity? 

Brand identity refers to the visual and tangible elements that make up a brand. This can include logos, color schemes, packaging, typefaces, and custom icons. Essentially, brand identity is the outward-facing representation of a brand that consumers see and interact with. It's what sets a brand apart from its competitors and helps it establish a unique position in the market.  

A strong brand identity is essential for building brand recognition and loyalty. When consumers see a brand's visual elements repeatedly, they begin to associate them with the brand itself. This is why it's important to have a consistent brand identity across all touchpoints, from social media to product packaging. But having a strong brand identity is only part of a larger brand strategy. A brand's visual identity should align with its values, vision, and goals. Developing a brand identity without a well-defined brand strategy can lead to inconsistencies and confusion in the long run. 

What is a Brand Strategy? 

A brand strategy is a guiding document that steers a brand's actions and decision-making. A completed brand strategy includes:

• Target audience

• Brand promise  

• Tagline 

• Brand and audience personas 

• Brand voice 

• Elevator pitch 

• Brand positioning 

• Messaging 

• Guiding question

• Values 

• Mission statement 

Brand strategy is important because it helps a brand stay focused and consistent in its messaging and actions, ensuring all aspects of their identity are aligned with their goals and values. A well-crafted brand strategy can help a brand differentiate itself from competitors and connect with consumers on a deeper level. 

A brand strategy should answer critical questions such as:

• What is the brand's mission and vision?

• What are its core values and how do they align with its target audience?

• How will the brand position itself in the market?

• What is the competitive landscape, and how will the brand differentiate itself?

• How will the brand communicate its message to its target audience?

Without a solid brand strategy in place, it’s easy for companies to lose their sense of direction or experience disconnects on everything from product development to marketing campaigns. 

Two Peas in a Marketing Pod 

In order to create a successful brand, a brand strategy and brand identity need to be used in tandem. Because a brand identity is often the more visible aspect of branding, this can lead businesses to prioritize it over strategy, but a strong brand strategy is just as necessary for long-term success. A well-crafted brand strategy can guide a brand through changing market conditions and evolving consumer preferences.   

Brand Strategy

• Defines a brand's mission, vision, & values

• Outlines a brand’s goals & objectives

• Provides a framework for decision making across all aspects of the business

• Guides the development of a brand’s visual identity 

Brand Identity 

• Visually represents a brand

• Creates brand recognition 

• Communicates a brand’s personality & values

• Ensures consistent messaging 

A well-defined brand strategy provides direction and clarity, while a strong brand identity creates recognition and recall. A brand's visual identity should align with its values, vision, and goals, which are defined by the brand strategy. This is why it’s essential to develop a brand strategy before creating a visual identity to ensure consistency and a clear direction for the brand.

Getting Started with Brand Strategy & Brand Identity 

It can be hard to know what your brand needs when your head is buried deep in the intricacies of actually running a business. If you need guidance establishing your brand in the market and want to increase your brand reach and growth, you’ll benefit from a brand strategy. Or maybe you need a fresh brand identity to bring new life into your logo and brand’s color palette. Stunning visual brand identities and branded assets elevate your brand and can help you connect with your ideal audience. In an ideal world, every brand needs a brand identity and a brand strategy in order to truly align the way their business shows up in the world—having a beautiful logo won’t accelerate your brand growth if your messaging isn’t getting through to your customers! 

Doing a brand strategy or identity refresh is a great way to reposition your brand in your industry and up your competitive edge. Reach out to us to book a complimentary consultation and learn how Fearless Foundry can help you build a successful branding campaign for your company!