What is a Brand Identity?
Once a logo has been designed it gets applied to many different applications. These can be as simple as the logo placed in the top center of a piece of paper and calling it letterhead. If all you do is essentially rubber-stamp your logo onto different things, you really have not developed a full brand identity.
A brand identity is the larger, distinct visual look that is associated with a company. When a brand identity really works, you should be able to recognize the brand even if you don’t see the logo. For example, Netflix’s red envelope is a simple yet powerful example of a brand identity.
What is a Brand?
What is included under the term brand is much harder to define. It certainly encompasses the logo and the full visual position created by a strong brand identity. But it also includes many other areas that are not strictly the design side of a business. These may include your content, messaging and story telling. Customer service and the client experience also a part of a brand. The idea of reputation is a critical part of defining the word brand. Some people summarize this into the very abstract idea of a promise.
I like to think of a brand as a combination of how you define and promote yourself and how others define and view you. You never have complete control over your brand because it is not wholly generated internally.
*Your brand is your business and we love building brands.. We craft visual identities by researching, designing, redesigning and/or evolving your logo and brand….