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.