Quick guide to Brand Identity for digital marketing
We can define it as the set of visual and conceptual elements that represent the image of a company, product, or service in front of its audience, and when well crafted it helps the brand differentiate itself from the competition, build an emotional bond with the consumer, and clearly and consistently communicate the company’s values and goals. In short, today it is really impossible not to focus on and work on brand identity, and in this guide we try to illustrate what it is, what its key elements are, and how important it is to design a well-structured brand image.
What is the brand identity: meaning and definition
Brand identity is the distinctive set of visual, verbal and conceptual elements that define and represent the image of a company or product in the marketplace. It represents the beating heart of a communication strategy, as its function is to convey the brand’s personality, vision and values.
The creation of an effective and consistent brand identity is critical to the success of a business, and is articulated through the definition of several key elements, such as logo, typography, colors and tone of voice, which help to form a clear, unambiguous and memorable perception of the brand in the minds of consumers.
The differences between branding, branding and brand identity
Brand identity is a slightly different concept from “brand image” and “branding,” although these terms are sometimes considered interchangeable or can be confused, which is why it is useful to make a recap to avoid mistakes.
It starts with brand or branding, which today is understood as the set of perceptions,