Brand Identity

Brand
Identity

Brand identity is a collective term for all of the elements that portray the desired image to a customer. It is the set of tools that a company uses to resonate with the target audience. It isn’t ‘branding’ or ‘brand image’, although these are often used interchangeably.

The elements that fall under the umbrella term of ‘brand identity’, stem from the foundations of the brand. The company’s mission or promise, the value proposition, goals, competitive position, and relevance to the needs of the customer.

The brand identity then describes how this framework is communicated in a meaningful way to the end-user or customer.