I often have clients who are not really clear on what brand identity actually is. It’s a term that is thrown around my industry with liberal abandon but what does it actually mean, is it logo design or is it more? Although brand identity design is definitely made up of a company logo, the logo is only the point of entry to the brand, a brand identity is made up of an extensive network of communication material that all work together consistently to build brand strength and recognition.
I found a fantastic excerpt by Branding guru Alina Wheeler that I think summarises what a brand is far more succinctly than I ever could, Im going to share that with you now.
“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. It begins with a brand name and a brandmark and builds exponentially into a matrix of tools and communications. On applications from business cards to websites, from advertising campaigns to fleets of plane and signage, brand identity increases awareness and builds businesses.
Brand Identity is a tool that is powerful and ubiquitous. Brand identity is an asset that needs to be managed, nourished, invested in, and leveraged. Done well, it is the consistent reminder of the meaning of the brand”