Your Brand is the entire experience your prospects and customers have with your company; asymbolic embodiment of all the information connected to a product, company or place, which serve to create associations and expectations around it.  A Brand Identity is not a logo alone, but the collective look and feel of your organization’s communications materials.  This often includes a logo, fonts, color schemes, patterns, photo style, symbols, and even sound, which may be developed to represent implicit values, ideas, and even personality.

A Brand Image however, is much broader as it is the collective perception, planned or incidental, of a product, company or place and is the result of every interaction a user has with that product or company or place.  This includes interactions with the people, environment, materials, and messages associated with the product, company or place.

The best brands invoke positive emotions or experiences and have adequately aligned perception, reality and organizational goals.  This is done through deliberate planning, marketing, and culturing of what you want your brand experience to be.  If you don’t control the perception, it will happen to you anyway.

Brands, “branding” and brand equity have become increasingly important components of culture and the economy, now being described as “cultural accessories and personal philosophies.”

You will use many tools when building your Brand house including the basic necessities: a logo, tagline, messaging and elements palettes.  Other tools may vary: a website, marketing literature, advertising, etc.  Regardless of the tools you use, if you don’t have a plot of land or a blueprint, it is going to be a real challenge to build anything worthwhile.