Distinguish between image and identity

In marketing, it's important to understand the difference between image and identity.

An image is a facade. It's an artificial construct that is created to project a certain impression. An image may or may not be based on reality.

An identity, on the other hand, is the true personality of your business. It's what you are really about, your values, and your culture.

When you build your marketing around an image, you run the risk of creating a disconnect between what you say you are and what you actually are. This can lead to distrust and a loss of credibility.

When you build your marketing around your identity, you are being authentic and transparent. Customers can see that you are genuine, and they are more likely to trust you and do business with you.

Don't try to be something you're not. Instead, focus on building a strong and authentic identity, and then let your marketing be a true reflection of who you are.