Last time we discovered that your brand isn't your logo - it's what people think and feel about your business. But here's where it gets interesting!

There are actually three distinct parts to branding that most people confuse. Understanding these will transform how you think about building your brand.

Engagement Message

In one line, how would you define 'brand' right now?

Imagine a triangle. Each corner represents a different aspect of your brand.

The first corner is Brand Identity - this is what you intend your brand to be. Your vision, values, and the experience you want to create.

Engagement Message

What do you want people to think when they hear your business name?

The second corner is Brand Image - this is what people actually think about your brand. Their real perceptions, whether you like them or not.

Sometimes there's a gap between what you intend and what people perceive. That gap can make or break businesses.

Engagement Message

Can you think of a brand where your perception doesn't match their intended image?

The third corner is your actual Brand - the real experiences you deliver through your products, services, and interactions.

This is what bridges the gap between your intentions and people's perceptions. Your brand is built through consistent actions.

Engagement Message

Which matters more for closing the gap: flashy ads or consistent actions?

Here's why this matters: when all three corners align, you have brand power. When they don't, you have confusion.

Tesla's identity is "accelerating sustainable transport." Their actual brand delivers innovative electric cars. People's image matches - they see Tesla as innovative and eco-forward.

Engagement Message

What happens when these three don't align?

Consider a restaurant that wants to be seen as "fine dining" (identity) but serves mediocre food in a messy environment (actual brand).

Customers perceive it as "overpriced and disappointing" (image). The triangle is broken, and the business suffers.

Engagement Message

Can you think of a business where you felt this kind of disconnect?

Type

Fill In The Blanks

Markdown With Blanks

Let's test your understanding of the brand triangle. Match each scenario to the correct component:

A startup says "We want to revolutionize online shopping." This represents their [[blank:Brand Identity]].

Customers say "Their website is confusing and shipping is slow." This is their [[blank:Brand Image]].

The company actually delivers a buggy website with poor customer service. This is their actual [[blank:Brand]].

Suggested Answers

• Brand Identity
• Brand Image
• Brand
• Brand Logo