In speaking with these branding designers, listed on the Creative Directory, they will tell you the four main brand components that you will need to address when developing a strong brand strategy are : brand identity, brand image, brand culture, and brand personality.

A brand logo should be instantly recognisable: simple, unique, appropriate, and memorable. Most importantly, it should clearly convey the company’s messaging. 

The essential difference between brand image and brand identity is the perspective: While the brand image describes the subjective perception from the outside, the brand identity is specifically controlled by the brand owner. The brand identity defines how the brand owner wants the brand to be perceived.

Your Brand Identity needs to identify and differentiates a product from it’s competitors.