In its most fundamental concepts, brand identity and strategy are a reflection or expression of the brand itself and the methodologies that the business implements in its day to day operation. Additionally, brand identity and brand strategy are two different concepts that target the same spectrum of activities. Brand strategy is a long-term action plan, dedicated to the development and success of a brand. The visible element that can be observed or seen adds up to form its brand identity, and how the brand chooses to identify itself as compared to other brands. A brand identity makes the organization unique, and a brand strategy ensures that the organization cements its way to success.
Brand identity and strategy coexist and intertwine from time to time, and therefore work together to give the image of a well-functioning entity. Further understanding can grasp a better concept the two, brand identity takes account of different elements with which it is associated. The strategies that the brand implements, make use of the elements available to further strengthen its brand image. Every and any brand found on the market today make a promise to their consumer, at one point or the other. Whether they promise excellent quality or long lasting freshness, they all have a designated purpose.