Just like your personal identity makes you unique, your brand identity is the “special sauce” that sets you apart from every other competitor on the block. But what is brand identity? What does it have to do with design? What elements contribute to a cohesive brand identity?
We’ll kick things off with defining a ‘brand identity’. “Brand identity” is the collection of all elements (name, logo, slogan, image, website) that a company relies upon to deliver the right message to its customer. Other words like brand image and branding are often used interchangeably with brand.
Brand identity isn’t just a logo or an advertising campaign; it’s the way a brand presents itself to the market and connects with its audience. It covers a wide range of things, starting with product design, through promotion/advertising and ending with customer support. Market giants like Amazon, Apple, and Google have created a solid brand strategy over the years and have established themselves as strong competition for both large and small businesses through their powerful brand presentation.
Brand constitutes the promise you make to your customer and the experience that you provide them through your products and services.