Understanding the Concepts of Brand and Brand Identity
Brand identity is a crucial aspect of marketing that refers to the collection of all elements a company creates to portray the right image to its consumers[1]. It is the way a company presents itself to the public, including its logo, tagline, colors, typography, packaging, and messaging[2]. A well-crafted brand identity can help a company differentiate itself from competitors and establish a strong connection with its target audience[3]. It can also help to build brand recognition and loyalty, ultimately leading to increased sales and revenue.
Brand’s Visual and Verbal Identity
The elements of brand identity are the tangible and intangible components that make up a brand’s visual and verbal identity[4]. These elements include the company’s logo, tagline, color palette, typography, imagery, and voice. Each of these elements plays a critical role in conveying the brand’s message and values to its audience[5]. For example, a logo reflects a company’s message, slogan, and product, while the color palette and typography help to create a consistent and recognizable visual identity[4]. By carefully crafting each element of a brand’s identity, companies can create a cohesive and impactful brand image that resonates with their target audience.
The Goal of Brand Identity is to Create a Brand Image
Brand identity and brand image are closely related concepts, but they are not interchangeable[6]. While brand identity refers to the collection of elements that a company creates to portray an image to its consumer, brand image refers to the perception consumers form of the brand[7]. The brand image is the customers’ perception of the brand, consisting of their thoughts, feelings, and experiences with the brand[8]. The goal of brand identity is to create a brand image that matches the company’s desired perception[9]. When the brand identity aligns with the brand image, it can help to build brand trust, loyalty, and ultimately increase revenue[10].
What is brand identity and Brand Links
1. What Is Brand Identity? And How to Develop a Great One.. (n.d.) Retrieved September 25, 2023, from 99designs.com/blog/tips/brand-identity/
2. The 7 key elements of brand identity design. (n.d.) Retrieved September 25, 2023, from www.marq.com
3. What Is Brand Identity?. (n.d.) Retrieved September 25, 2023, from www.thebrandingjournal.com/2023/03/brand-identity/
4. Brand: Types of Brands and How to Create a Successful …. (n.d.) Retrieved September 25, 2023, from www.investopedia.com/terms/b/brand.asp
5. What Are Brand Identity Elements?. (n.d.) Retrieved September 25, 2023, from blog.hubspot.com/marketing/what-are-brand-elements
6. What’s the difference between brand identity and …. (n.d.) Retrieved September 25, 2023, from
99designs.com/blog/qa/difference-brand-identity-brand-image/
7. What is Brand Identity?. (n.d.) Retrieved September 25, 2023, from www.professionalacademy.com/blogs/what-is-brand-identity/
8. Brand Image and Brand Identity. (n.d.) Retrieved September 25, 2023, from www.brand-trust.de/en/glossary/brand-image.php
9. Brand Identity: How to Develop a Unique & Memorable …. (n.d.) Retrieved September 25, 2023, from
blog.hubspot.com/agency/develop-brand-identity
10. Brand Identity vs Brand Image. (n.d.) Retrieved September 25, 2023, from www.managementstudyguide.com/identity-vs-image.htm
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