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February 27, 2015

What is Brand Identity?

While brands speak to the mind and heart, brand identity is tangible and appeals to the senses. Brand identity is the visual and verbal expression of a brand. Identity supports, expresses, communicates, synthesizes, and visualizes the brand. It is the shortest, fastest, most ubiquitous form of communication available. You can see it, touch it, hold it, hear it, watch it move, and taste it (food and beverage). It begins with a brand name and a brandmark and builds expoentially into a matrix of tools and communications. On applications from business cards to websites, from advertising campaigns to fleets of planes and signage, brand identity increases awareness and builds businesses.

A logo is the point of entry to the brand.