What Is The Difference Between Image And Identity
Not knowing can be the difference between success and bankruptcy.
Identity and image are two marketing terms that are often misunderstood. Unfortunately, the difference has meaningful strategic implications. The corrective actions required to address an identity problem differ greatly from those required to address an image issue. Knowing the difference can save you both money and heartache.
Chapter 6 in my book Building Brands: What Really Matters explains the differences well. I share the example of Kodak and how misdiagnosing its business problem as an image issue nearly bankrupted the company. It is a fascinating cautionary tale that I think you’d appreciate. I encourage you to read it if you get a chance.
In a broad sense, an image is how people think about your product, service, person, or place. It is a perception that can be based on valid information or misunderstanding. An identity is what that product, service, person, or place is. An identity is based on fact and often includes competitive points of difference and parity.
When I discuss these terms, people relate to the explanation easiest in the context of personal branding.
Your image is what people think of you. Your identity is who you really are. Every one of us has experienced situations where people misperceive who we are. Once they get to know you, their image aligns with your identity. Once they know you extremely well, their image of you and your true self becomes congruent.
The solution to brand image issues is often marketing and/or trial. Marketing can correct misperceptions, and trial gives the consumer a real-life experience to determine if your brand promise is authentic.
The solution to an identity issue is an investment in product improvement. If your product package is hard to open, you redesign it so it is easy to open. If you lack the required skills for a job, you get additional training. If your community lacks a required asset (e.g., available housing), you invest tax dollars in creating the asset.
Let’s look at a real-world case to illustrate the difference.
When Apple introduced the AirPods in 2016, people had many negative comments. They had poor battery life, and the sound quality couldn’t be customized. Apple knew the concept was strong because several competitors entered the market with similar features, one of the biggest competitors being Sony.
The marketers at Apple could have concluded that AirPod sales were being negatively impacted by consumers' misperception of the sound quality and comfort of AirPods. The natural extension of that conclusion would have been to leverage the parent Apple brand and launch a massive advertising campaign to correct the misperception. The only problem with this “solution” is that the Sony product was technically superior, and consumers could notice the difference. This solution choice would have failed, costing Apple significant dollars and potentially tarnishing the parent Apple brand.
Instead, based on consumer feedback and sound testing, the marketers correctly concluded that AirPods had an identity problem. The only way to address this was through product innovation. In March 2019, Apple introduced AirPods 2nd Gen, improving battery life and providing better connection speed. In October 2019, Apple introduced AirPods Pro 1st Gen, which provided consumers with a noise cancellation feature. In October 2021, Apple introduced AirPods 3rd Gen, which added Spatial Audio and Dolby Atmos for better sound. In September 2023, Apple introduced AirPods Pro 2.5 with a conversation awareness capability. And now, they are working on the AirPods Max 2 as a sequel.
Apple solved the AirPods identity problem by investing in product improvement to eliminate a competitive disadvantage. I read that in 2023, Apple made $14.5 billion in revenue from AirPod sales. By identifying the right problem, Apple is on a winning path.
Knowing the difference between image and identity is key to appropriately diagnosing the root cause of a sales slowdown and selecting an effective strategy to move forward with. Now you know.