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WHAT IS A BRAND
IDENTITY?
A brand identity is a set of tools or elements used by a company to create a brand image. A brand image is a customers’ perception of the brand consisting of various associations related to it and memories about interacting with it.
A brand identity and its elements stem from a company’s mission, brand value proposition, long-term goals, competitive position on the market, and relevance to the values and interests of the target audience. These factors have a foundational nature and, in the branding process, describe what a company wants to communicate. Meanwhile, a brand identity describes how these foundational elements are communicated.
These elements can be grouped differently, and there are a lot of opinions as to which specific brand elements should be included in this list and in which order they should be presented. These differences are usually explained by the context in which a brand identity is being discussed and the perspective of a particular expert.
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