Open In App

What is BIMI? | Definition, Importance and Working

Last Updated : 20 Dec, 2023
Like Article

Ever opened your email and instantly recognized a brand just by its logo, even before reading the sender’s name? That’s the magic of Brand Indicators for Message Identification (BIMI), a rising star in the email security and trust-building universe. In this rapidly evolving landscape of digital communication, email authentication has become very important. One such authentication standard gaining distinction is BIMI, or Brand Indicators for Message Identification.

In this article, we will explore the fundamental aspects of BIMI, its significance, how it operates, the role of Verified Mark Certificates (VMC), and a step-by-step guide on setting up BIMI.

What is BIMI?

BIMI stands for Brand Indicators for Message Identification. It is an email authentication standard that allows brands to display their logos alongside authenticated email messages. This visual signal enhances brand trust and helps users quickly identify legitimate emails from their favorite brands. It adds your brand logo next to your authenticated emails in supported inboxes. It boosts trust and engagement; Recipients instantly recognize your brand, increasing open rates and clicks. It fights phishing it harder for scammers to impersonate your brand, protecting customers and your reputation.

Why is BIMI important?

The importance of BIMI lies in its ability to combat email impersonation and phishing attacks effectively. By incorporating brand logos directly into email messages, BIMI provides a visual verification of the sender’s authenticity. This not only enhances brand credibility but also fosters trust among recipients, reducing the likelihood of falling victim to fraudulent emails. This can be summarized in these three following points: –

  1. Brand control: Take charge of how your brand appears in recipients’ inboxes.
  2. Enhanced security: BIMI sits on top of DMARC, a powerful anti-phishing protocol, adding a visual layer of authentication.
  3. Improved deliverability: Verified emails with your logo are more likely to land in inboxes, not spam folders.

How Does BIMI Work?

BIMI operates by leveraging existing email authentication protocols such as DMARC (Domain-based Message Authentication, Reporting, and Conformance) and SPF (Sender Policy Framework). When these protocols are implemented and configured correctly, BIMI-enabled email clients fetch the brand’s logo from a specified location and display it alongside authenticated emails. This can be summarized in these three following points: –

  1. Implement DMARC: BIMI piggybacks on DMARC, so ensure your DMARC policy is set to “reject” for unauthenticated emails.
  2. Get a Verified Mark Certificate (VMC): This special certificate verifies your brand identity and logo ownership.
  3. Publish your BIMI record: Include your VMC and logo in DNS records accessible by email providers.

What’s a VMC?

Think of a VMC as your brand’s passport for the email world. It’s issued by a trusted authority and confirms your right to display your logo in BIMI-enabled inboxes.

It is a crucial element in the BIMI framework. A VMC is a digital certificate issued by an authorized Certificate Authority (CA) that validates the authenticity of a brand’s logo. It ensures that only legitimate brand owners can associate their logos with authenticated email messages, adding an extra layer of security and trust.

How to Set Up BIMI

It’s not a walk in the park, but plenty of resources and tools are available. Most email service providers (ESPs) offer BIMI setup guidance, and dedicated BIMI platforms can simplify the process.

Setting up BIMI involves a series of steps, including implementing DMARC, and SPF, and obtaining a VMC. Brands need to publish their DMARC records, configure SPF, and acquire a VMC from a recognized CA. Additionally, they must specify the location where email clients can retrieve the brand logo. Once these steps are completed, email recipients using BIMI-enabled clients will see the brand’s logo alongside authenticated emails.


BIMI is more than just a fancy logo in your inbox. BIMI is a powerful tool in the fight against email impersonation and phishing attacks. It’s used for building brand trust, enhancing security, and boosting email engagement. Its ability to visually verify the authenticity of emails enhances brand trust and reduces the risk of falling victim to fraudulent communications. Brands looking to boost their email security and establish a stronger connection with their audience should consider implementing BIMI alongside existing authentication protocols. As BIMI adoption grows, early adopters stand to reap the benefits. By understanding and embracing BIMI, organizations can contribute to a safer and more secure digital communication environment.

Like Article
Suggest improvement
Share your thoughts in the comments

Similar Reads