What is the difference between brand identity and brand positioning?

Asked By: Theda Torro | Last Updated: 15th February, 2020
Category: business and finance marketing and advertising
4.8/5 (288 Views . 37 Votes)
Your brand image is essentially the same. The only difference is that while your identity is how you want to be perceived, your image is the reality today. Your positioning takes your identity and positions it to a particular audience in a way that magnifies certain attributes of the brand while downplaying others.

Click to see full answer


Thereof, what is the difference between branding and positioning?

Positioning establishes a preference for your brand relative to competitive offerings based on the perception of a unique and important difference. Branding, therefore, makes the promise of good user experiences. Positioning describes the brand's unique competitive difference that makes the promise compelling.

Subsequently, question is, why do brands need identity and positioning? A brand's positioning is a key concept in its management. It is based on one fundamental principle: all choices are comparative. Remember that identity expresses the brand's tangible and intangible characteristics – everything that makes the brand what it is, and without which it would be something different.

Also, what is the difference between brand image and brand identity?

Brand Identity is how you want the consumer to perceive your product or brand. It helps to shape the personality of the product, service or company. It's the voice you give your product or service. Brand Image is the perception of your product or brand by consumers.

What does brand positioning mean?

Brand positioning is defined as the conceptual place you want to own in the target consumer's mind — the benefits you want them to think of when they think of your brand. An effective brand positioning strategy will maximize customer relevancy and competitive distinctiveness, in maximizing brand value.

35 Related Question Answers Found

What are the types of positioning?

Positioning: refers to an overall strategy that "aims to make a brand occupy a distinct position, relative to competing brands, in the mind of the customer". In general terms, there are three broad types of positioning: functional, symbolic, and experiential position.

What are the 4 branding strategies?

Branding consists of a set of complex branding decisions. Major brand strategy decisions involve brand positioning, brand name selection, brand sponsorship and brand development. Before going into the four branding decisions, also called brand strategy decisions, we should clarify what a brand actually is.

What are the four components of brand positioning?

We believe there are four key components to brand positioning:
  • Target customer – the primary audience to whom the brand is designed to appeal.
  • Brand essence – the “heart and soul” of the brand.
  • Brand promise – a promise of relevant differentiating benefits.

What is the positioning strategy?

A positioning strategy is when a company chooses one or two important key areas to concentrate on and excels in those areas. An effective positioning strategy considers the strengths and weaknesses of the organization, the needs of the customers and market and the position of competitors.

What are the types of branding strategies?


7 Types of Branding Strategies
  • Name Brand Recognition. A well-established company will often use the weight of its own name brand to extend to its products.
  • Individual Branding.
  • Attitude Branding.
  • 4. “
  • Brand Extension.
  • Private Labels.
  • Crowdsourcing.

How do you position a brand example?

Brand positioning is the way you differentiate yourself from your competitors and how consumers identify and connect with your brand.

7 Examples of Strong Brand Positioning and Why They Work
  1. Tesla. Tesla is a luxury brand that's more expensive than its competitors.
  2. Apple.
  3. Trader Joe's.
  4. Dollar Shave Club.
  5. Nike.
  6. HubSpot.
  7. Drift.

What is mean by brand image?

Brand image is the current view of the customers about a brand. It can be defined as a unique bundle of associations within the minds of target customers. It signifies what the brand presently stands for. It is a set of beliefs held about a specific brand. Consumers develop various associations with the brand.

How does brand positioning affect brand equity?

Customer loyalty is very closely tied to both brand positioning and brand equity. You generate this loyalty based on the effectiveness of your positioning in both promotion and delivery of a positive customer experience. A strong, loyal customer base is a major factor in brand equity.

What is brand identity with example?

Brand identity includes logos, typography, colors, packaging, and messaging, and it complements and reinforces the existing reputation of a brand. Brand identity attracts new customers to a brand while making existing customers feel at home.

What is brand personality with example?


Examples of Brand Personalities
Sincerity: kindness, thoughtfulness, and an orientation toward family values. Ruggedness: rough, tough, outdoorsy, and athletic. Competence: successful, accomplished and influential, highlighted by leadership. Sophistication: elegant, prestigious, and sometimes even pretentious.

Why is brand identity so important?

Recognition and loyalty
A strong brand name and logo/image helps to keep your company in the mind of your potential customers. If a customer's happy with your products or services, a solid brand identity helps to build customer loyalty across your business.

What are the elements of branding?

There are many components that make up a brand, including logos and packaging, brand equity (which is the value of perceptions and expectations about your brand), and the brand persona or voice.

What is a branded product?

A branded product is one that is made by a well-known manufacturer and has the manufacturer's label on it. [business] Supermarket lines are often cheaper than branded goods.

What is a brand promise?

A brand promise is a value or experience a company's customers can expect to receive every single time they interact with that company. The more a company can deliver on that promise, the stronger the brand value in the mind of customers and employees.

What is brand perception?


Brand perception is a special result of a consumer's experiences with a brand. There are many stages of a brand, starting with awareness and ending with brand loyalty. As a consumer first becomes aware of a brand, their experiences and interactions with it ultimately culminate into brand perception.

What is the visual identity of a brand?

Visual identity and branding are two terms that are often confused in the process of building a brand. As simple as it gets, visual identity is the visual aspect of branding the business and trying to evoke certain feelings in the consumer through visuals.

What is meant by brand identity?

Brand identity is the visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in consumers' minds. Brand identity is distinct from brand image. Designs its logo. Uses colors, shapes, and other visual elements in its products and promotions.