Brand Identity vs. Brand Image: Unpacking the Illusion

I had the rare privilege of attending an exclusive masterclass and workshop by Señor Massimiliano Giornetti, Director of Polimoda and former Creative Director at FERRAGAMO. The event took place at the Kiran Nadar Museum of Art in Saket which offered an inspiring glimpse into the realities of the fashion industry.

During his masterclass, The Future of Fashion, Señor Giornetti shared his journey, with insights drawn from his experience at Ferragamo. He emphasised the importance of balancing authenticity with innovation in today’s dynamic fashion landscape, which is the case as the authenticity builds trust, loyalty, and emotional connections with consumers, as it reflects the brand’s core values, heritage, and identity. On the other hand, innovation ensures that a brand stays relevant by adapting to emerging trends, new technologies, and shifting consumer demands. The workshop, Brand Identity vs. Brand Image, provided deep insights into the art of storytelling, showcasing how leading brands like Ferragamo, Dior, Chanel, Jacquemus, and Loro Piana create unique experiences.

A key takeaway was understanding the subtle but crucial difference between brand identity and brand image. 

Brand identity is the intentional message a brand conveys through its visuals, values, and style — what it stands for. In contrast, Brand image is how consumers perceive the brand based on their personal experiences and external factors. Alignment of both through consistent storytelling, having bold stance and a unique voice helps an individual in expressing oneselves which is the most important element in fashion.

Señor Massimiliano Giornetti

Students with señor Giornetti

Glimpse of collection at Polimoda

The 5 C's of Brand Identity and Image