A brand identity is made up of what your brand says, what your values are, how you communicate your product, and what you want people to feel when they interact with your company. Essentially, your brand identity is the personality of your business and a promise to your customers.
The terms “brand” and logo“ are often used interchangeably, but they are not the same. Originally, the term ”brand“ was used to refer to the mark that ranchers ”branded” on their cattle.
However, the idea of a “brand” has since evolved to encompass much more than just a name or a symbol.
A brand is a feature — or set of features — that distinguishes one organization from another. A brand is typically comprised of a name, tagline, logo or symbol, design, brand voice, and more.
Brand identity, then, is the aspect of branding that focuses on your brand’s personality, as well as the values you convey to your customers.
“Brand identity is the full set of elements that help people recognize, relate to, and remember your brand,” says James Martin in a video for The Futur.
He further explains that if you don’t actively shape how your brand is positioned, someone else will do it for you. And that can turn into a disaster.
To further understand this concept, let’s explore some examples next.