What Is "Brand Identity"?

The core elements of what we traditionally have referred to as a “brand” are contained within its visible “brand identity.” The components of the brand identity are created by the business itself. In other words, brand identity is the way in which a business wants its potential consumers to perceive and remember its brand. Brand identity forms an important base within the activity of branding, as this is how we first perceive it, as well as continue to recognize the brand in the future. 

Brand identity is the collection of all elements that a company creates to portray the right image to its consumer. Brand identity is different from “brand image” and “branding,” even though these terms are sometimes treated as interchangeable.

Your brand identity is what makes you instantly recognizable to your customers. Your audience will associate your brand identity with your product or service, and that identity is what forges the connection between you and your customers, builds customer loyalty, and determines how your customers will perceive your brand.

The term branding refers to the marketing practice of actively shaping a distinctive brand. Brand is the perception of the company in the eyes of the world.

Now, how a brand is actually perceived by the consumer is different, and referred to as the “brand image.”

Within a brand’s identity are:

• The logo

• Symbols and icons

• Type style

• Colors

• Packaging

• Art work

• Photography

• Slogan/tagline

• Voice or sounds

• Distinguishing visual/audio elements

• Placement and location