Definition: Brand Identity

What is brand identity?

Brand identity encompasses the distinctive visual aspects and characteristics that enable the public to easily recognise a brand and understand what it stands for.

To create a strong identity, elements such as the name, logo, colours and fonts must be harmoniously combined. This coherent brand system enables customers to quickly grasp what the brand stands for visually. In addition to the superficial design elements, the identity also encompasses deeper characteristics such as personality, values and promises that characterise public perception. Attributes such as customer experience, tone of voice of the message and cultural affinity also contribute to defining identity.

A coherent identity clearly differentiates the brand and imprints itself on its communities. If the brand identity can be communicated clearly and consistently everywhere, the brand will be recognised and acknowledged over time. This consistency leads to greater trust and relevance as the audience becomes increasingly familiar with the identity.