Identity-Image Gap

Definitionmarketing

In Brief

The disconnect between a brand's intended identity and how it is perceived externally.

The identity-image gap refers to the difference between a brand's carefully crafted identity and the actual perception held by clients, prospects, and the market. Closing this gap requires aligning all touchpoints with the intended brand story.

Defined byChristy Rexroth

Founder & Strategic Architect

BS Business Management, Indiana University Kelley School of BusinessBusiness Excellence Program (Accelerate), AllerganFundamentals of Digital Marketing, Google Digital AcademyFounder & Strategic Architect, StrataVera Consulting & CoachingDirector of Business Development, AOB Med Spa (Diamond Allergan)

Related Terms

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Internal-External Perception Gap

When a brand's internal team lacks a unified understanding of the brand identity.

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Brand Identity Audit

A Brand Identity Audit refers to a systematic review of a brand's visual, verbal, and experiential identity. The goal is to identify any inconsistencies, prioritize the most impactful fixes, and implement changes to improve alignment across all customer touchpoints.

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cognitive load reduction

Cognitive load reduction refers to the mental energy savings that customers experience when they trust a brand. Every purchase normally involves risk assessment questions about whether a product will work or whether the buyer will regret the decision. When customers trust a brand through values alignment and consistent behavior, their brain shortcuts this evaluation process, making purchasing decisions faster and easier.

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Positioning-Pricing Connection

The link between a brand's positioning and its ability to charge premium prices.

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