Definition of brand identity

Our definition of 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 of brand identity 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

“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 (no longer online)

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

Visit the branding glossary for definitions of other branding terms. This Definition page will be updated periodically with new content. Please share any suggested additions in the comments section.