The difference between brand identity and brand strategy - Fitbrand (2024)

By Pascal Swier|March 23, 2024|Reading time: 4 min

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In the world of brand building and development, "brand identity" and "brand strategy" are terms often used interchangeably, sometimes causing confusion. Although they are inextricably linked, each serves a unique purpose in building a strong, recognizable brand. Brand identity touches on the visual and emotional aspect of a brand, while brand strategy is the blueprint for how your brand positions itself in the marketplace and communicates with its target audience. In this blog, we dive deep into the differences and similarities between these two crucial components of brand building, and explore how they work together to create an impactful brand experience.

What is Brand Identity?

Brand identity is the visual and emotional DNA of a brand, expressed through elements such as logos, color schemes, typography, and the overall style and tone of communication. These elements work together to form a distinctive personality that must resonate with its intended audience. It is not only about how a brand presents itself visually, but also the feeling it evokes in the consumer. Brand identity is crucial to creating a consistent experience across all brand touch points, making it an indispensable part of the overall brand strategy. At Fitbrand, the Heart of your brand is the foundation for any brand identity.

What is Brand Strategy?

Brand strategy is the foundation and long-term planning of a brand's development with the goal of achieving specific, predetermined goals (read how to start 2024 off right here). It is a detailed plan that focuses on how a brand differentiates itself in the marketplace, communicates its values, and builds a connection with its target audience. Brand strategy involves defining what the brand embodies, what it stands for, and how it is consistently communicated across platforms and interactions. It serves as a guide for decision-making and helps focus marketing efforts to build brand perception and loyalty. At Fitbrand, we help with your strategy by starting with a strategy session.

The Connection between Brand Identity and Brand Strategy

The connection between brand identity and brand strategy is essential to creating a coherent and powerful brand. Brand strategy provides the direction and goals to which a brand aspires, while brand identity is the visual and emotional expression of this strategy. Together, they form a complementary duo: strategy sets the foundation and direction, and identity brings it to life through tangible and recognizable elements. This synergy ensures that a brand not only communicates consistently across all channels, but also resonates authentically with its target audience.

The difference between brand identity and brand strategy

The fundamental difference between brand identity and brand strategy lies in their function and focus. Brand identity is about the visual and emotional aspects of a brand, such as the logo, color scheme, and overall look and feel. It is how a brand presents itself to the outside world. Brand strategy, on the other hand, is the plan behind the brand that guides how the brand positions itself, reaches its target audience, and achieves its goals. It is the blueprint that determines how the identity is used to achieve long-term goals.

Apple's brand identity and strategy

An illustrative example of the synergy between brand identity and brand strategy is Apple. Apple's brand identity, with its minimalist design and innovative products, captures the imagination of consumers. This identity is supported by a strong brand strategy that focuses on ease of use, innovation, and a premium user experience. Apple's strategy of positioning itself as a leader in technological innovation, combined with a consistent and recognizable identity, has helped the brand build and maintain a loyal customer base.

What you now know about the difference between brand identity and brand strategy

In this blog, we explored the essential distinction and synergistic connection between brand identity and brand strategy. While brand identity focuses on visual and emotional representation, brand strategy lays the foundation for positioning and goal attainment. A strong brand requires a harmonious integration of the two, with identity bringing the strategic vision to life visually and emotionally.

Harmonizing for brand success

Creating a distinctive brand identity and developing a thoughtful brand strategy are both crucial to building a successful brand. By bringing these elements into harmony, companies can create a resonant brand experience that authentically connects with their audience and sets them apart in the marketplace. Are you ready to amplify the power of your brand identity and strategy? Contact us to discover how together we can take your brand to the next level.