What is Brand Identity | Sales Encyclopedia

Q: How is brand identity different from brand image?

Brand identity is what a company creates to represent itself, while the brand image is the perception of the brand in the minds of consumers. Brand identity is the intended message, whereas brand image is how that message is received and interpreted.

Q: Why is brand identity important?

Brand identity is important because it helps businesses differentiate themselves from competitors, build recognition and trust, create a consistent and memorable customer experience, and communicate their values and mission effectively.

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Brand Identity

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Brand identity is the combination of a brand’s visual elements, its values, what it says, how it communicates, and how it wants its customers to feel when they interact with it.

Essentially, brand identity is a brand’s entire personality and related elements that help to distinguish it and its products from competitors in the minds of consumers. Some of the elements that make up brand identity include:

Name and taglines
Logos and branding, including colors, shapes, and other visual elements
The language used in advertisements
Interactions with customers

Brand identity is different from brand image, which is the result of how a brand uses the above elements to build its identity.

Source: Wix