Brand Identity is the brand’s effort or intent to communicate who and what is the brand. It comprises of visual, audio and or both elements. This is how you want to be known and what you want to be known for.
Brand image on the other hand, is what people interpret from your identity.
The perfect storm
The perfect state for your brand is when your brand identity (what you say) matches to your brand image (what people think or feel). This means that there is no ambiguity and people understand your intent or message.
What this also means is that you are delivering on your brand promise. You are actually doing what you said you will do.
The perfect storm is when people feel that your communication is actually true.
Do you have a perfect storm?