What is a Brand Identity?

What is a Brand Identity-ByBeck
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Hi, this week I’m going to talk about one of the most common problems for entrepreneurs, Brand Identity. Most don’t even know what it is or its importance, so let’s begin with the basics.

What is a Brand Identity-ByBeck

A company’s brand identity is how that business wants to be perceived by consumers


But first you need to know the difference between Brand, Identity & Logo:

The perceived emotional corporate image as a whole. It shows what the company stands for, what it believes and why they exist.

The visual aspects that form part of the overall brand.

A logo identifies a business in its simplest form via the use of a mark or icon. A logo can also be purely typographic. It is called a logotype or wordmark .


Now that we have a better understanding of these 3 different aspects, let’s go deeper into what a brand identity is.

A Brand Identity can be described as a guideline for how the identity is applied – images, patterns, color palettes, fonts, layouts, measurements, etc. And this identity is made up of many visual items such as:

  • A Logo (The symbol of the entire brand & identity)
  • Stationery (Letterhead + business card + envelopes, etc.)
  • Marketing Collateral (Flyers, brochures, books, websites, etc.)
  • Products & Packaging
  • Apparel Design (clothing items that are worn by employees)
  • Anything visual that represents the business.

All of these things make up an identity and should support the brand as a whole. When a brand identity really works, you should be able to recognize the brand even if you don’t see the logo. Consistency is the number one key to achieve this.

Examples of successful Brand Identities 

Successful brands such as Coca-Cola Co, Nike Inc, Starbucks Corp. and Apple Inc. have strived to ensure that all of the elements of their company’s brand identity work cohesively to communicate their core message. When you think of these brands you receive a clear message associated with them. Getting that kind of strong and positive brand association can help make a company and its product “top of mind” to its customers.

Is your Brand Identity communicating the message that you want?


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