Brand and Identity: Understanding the Difference
To understand the difference between brand and identity, imagine a person named Joe. The image of Joe that you see in your mind – be it a bald muscle builder or meek librarian – is Joe’s identity. It is the clothes he wears, the style of his hair, and the creases (or lack thereof) in his pants. The most simplified version of Joe – his face – could be considered his logo. It is the most recognizable part of his identity, but it is only a part. 
Simple enough. So what is Joe’s brand?
You can’t know Joe’s brand by simply picturing him in your mind. His brand is everything about him. Does he drive a Hummer or a Prius? Is he a vegetarian or a BBQ king? Is he a recent college grad or is he planning to retire? All of these facts make up Joe’s brand.
The same holds true for companies. For instance, here at Tripepi Smith our color scheme is made up of blues and greens, with a bold yellow to draw attention to certain elements of our designs. Our logo uses these colors and stands well on its own, but it only a part of our identity. We use a sans serif font. We print the words “marketing – technology – public affairs” on just about everything. These are the things you will see as you get to know us, whether it’s via our website, Twitter page, or business cards.
But our brand is much more. Our clients know us as trusted experts in our field. We are available 24/7 and pride ourselves on being responsive to client needs. We are a hard working group of professionals with a sense of humor. We get the job done. These are the things that make up the Tripepi Smith brand.
The main difference between identity and brand is that identity can be easily changed, while brand cannot. Hummer can change their logo, their color scheme and their slogan, but they’re not going to appeal to conservation-minded buyers unless they change their brand. Theirs is a brand of tough rugged outdoor adventure. Their identity supports that.
So if you’re considering an overhaul of your identity, take some time to consider what your brand is. A good marketing consultant will help you design an identity that works with your brand, so that the two can work in tandem to build your organization in the mind of your target audience.