What Is Brand Identity?
Brand identity is the visible elements of a brand, such as color, design, and logo, which identify and distinguish the brand in consumers’ minds. Brand identity is distinct from brand image.

 Understanding Brand Identity
Apple Inc. consistently tops surveys of the most effective and beloved brands because it has successfully created the impression that its products are sleek, innovative, top-of-the-line status symbols, and yet eminently useful at the same time. Apple’s brand identity and brand image are closely aligned.

 Building Brand Identity
The steps a company should take to build a strong, cohesive, and consistent brand identity will vary, but a few points apply broadly to most:

branding
ppc
  • Analyze the company and the market: A full SWOT analysis that includes the entire firm—a look at the company’s strengths, weaknesses, opportunities, and threats—is a proven way to help managers understand their situation so they can better determine their goals and the steps required to achieve them.
  • Determine key business goals: The brand identity should help fulfill these goals. For example, if an automaker is pursuing a niche luxury market, its ads should be crafted to appeal to that market and should appear on channels and sites where potential customers are likely to see them.
  • Identify its customers: Conducting surveys, convening focus groups, and holding one-on-one interviews can help a company identify its consumer group.
  • Determine the personality and message it wants to communicate: A company needs to create a consistent perception, rather than trying to combine every conceivable positive trait: utility, affordability, quality, nostalgia, modernity, luxury, flash, taste, and class. All elements of a brand, such as copy, imagery, cultural allusions, and color schemes, should align and deliver a coherent message.