Brand identity is the outward expression of a brand – including its name, trademark, communications, and visual appearance. Because the identity is assembled by the brand owner, it reflects how the owner wants the consumer to perceive the brand – and by extension the company, organization, product or service. This is in contrast to the brand image, which is a customer’s mental picture of a brand. The brand owner will seek to bridge the gap between the brand image and the brand identity. Brand identity is fundamental to consumer recognition and symbolizes the brand’s differentiation from competitors. Brand identity is what the owner wants to communicate to its potential consumers. However, over time, a product’s brand identity may evolve, based on consumer response and their interaction with your brand.
A successful brand design can also be used to attract customers. The recognition and perception of a brand is highly influenced by its visual presentation. A brand’s visual identity is the overall look of its communications. Effective visual brand identity is achieved by the consistent use of particular visual elements to create distinction, such as specific fonts, colors, and graphic elements. At the core of every brand identity is a brand mark, or logo. An important part of a brands visual identity is it’s colors, which has to ensure differentiation in a visually cluttered environment, and provide assistance in brand recognition.