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: