What is a Brand Identity?

While a logo is a good place to start, a brand identity is the larger, distinct visual look and overall design that is associated with your company. Your brand identity must have both consistency and flexibility. LOGO: A logo identifies a business in its simplest form via the use of a mark, text or icon. A brand is a combination of how you define and promote yourself and how others define and view you. It also includes many other areas that are not part of the visual design side of your business. These may include your content, messaging and story telling. Customer service and the client experience are also part of a brand. The idea of a reputation is a critical part of defining the word brand. Some people summarize this into the very abstract idea of a promise.

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