Brand identity is the outward expression of a brand, including its name, trademark, communications, promotion, and visual appearance. Because you develop the brand identity, it will reflect how you want the consumer to perceive the brand, the company, and the product or service. Don’t confuse this with the very important brand image.
The brand image is your customer’s mental picture of your brand. If you have executed your strategic marketing plan properly, the customer will have a brand image similar to what you attempt to project.