Definition:
The term "brand identity" comes from marketing. It describes all the features of a brand that shape and express its unique character.The brand identity is therefore the The soul of a brand.
A brand identity is consciously developed by companies and communicated to the outside world via various channels in order to convey a certain image and create a specific perception among the target group.The brand should represent these specific characteristics internally (between employees) and externally (e.g. to customers). The brand identity therefore influences the entire company.
What is part of the brand identity?
Parts of the identity of brands are:
- Brand name, slogan if applicable
- Logo, design and visual guidelines
- Brand personality (e.g. innovative, luxurious, friendly)
- Mission statement
- Mission & Vision
- Brand positioning on the market
- Brand communication (incl. style, tone and channels)
