What Is Brand Identity? Brand identity describes the externally visible elements of a brand that identify and distinguish the brand in consumers’ minds. While this can include visual aspects, such as color, design, and logo, it also includes the type of language and interactions a brand has with consumers.

A brand identity is composed of various branding elements, like a company’s name, logo, visual elements, language and tone of voice. It also describes the way a brand interacts with consumers across different channels, such as its website, social media, and email.

A strong brand identity:

Is recognizable by consumers and helps the company stand out from the competition
Stands for a set of values and traits that resonate with the target audience
Is consistently expressed across a company’s channels
Strengthens a company’s popularity and presence in the market
Contributes to a company’s positive reputation, communicating characteristics such as quality and reliability to build trust with consumers