Definition: What is brand identity?

Brand identity: the cumulative expression of a brand to target audiences

Often contrasted with

Brand image: the cumulative impression of a brand among target audiences

 

Other definitions from around the web

“The way a brand presents itself to the consumer” – Stealing Share

“A unique set of functional and mental associations the brand aspires to create or maintain” – Martin Roll

“The outward expression of a brand as it is seen and heard in the market—specifically the distinguishing verbal and visual elements and messages that appeal to the customer” – OVO

“How a business presents itself to, and wants to be perceived by, its consumers” – Investopedia

“All the components related to a product, service, company, or person” – The Balance Small Business

“The collection of all brand elements that the company creates to portray the right image of itself to the consumer” – 99designs

“The visible elements of a brand (such as colors, design, logotype, name, symbol) that together identify and distinguish the brand in the consumers’ mind” – BusinessDictionary

“The outward expression of a brand, including its trademark, name, communications, and visual appearance” – The Dictionary of Brand by Marty Neumeier

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This Definition page will be updated periodically with new content. Please share any suggested additions in the comments section.

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