What Is Brand Identity?
Brand identity is the visible elements of a brand, such as color, design, and logo, which identify and distinguish the brand in consumers’ minds. Brand identity is distinct from the brand image. The former corresponds to the intent behind the branding and the way a company does the following—all with the goal of cultivating a certain image in consumers’ minds:
- Chooses its name
- Designs its logo
- Uses colors, shapes, and other visual elements in its products and promotions
- Crafts the language in its advertisements
- Trains employees to interact with customers
Brand image is the actual result of these efforts, successful or unsuccessful.