Brand Identity
Brand identity is the distinctive set of visual, verbal, and behavioral elements that a company creates to present its brand to the public and differentiate itself from competitors.
It includes the name, logo, color palette, typography, communication style and all other aspects that contribute to the overall brand image. In summary, brand identity is thus the tangible result of the branding process, which is the set of actions and strategies that a company employs to develop and influence the perception of its brand.
Brand identity is what is seen; branding is what is behind it, the overall process that guides the creation and management of that identity. In this sense, it also differs from brand image, which instead indicates how the brand is perceived by the public, and can vary widely depending on individual experiences.
Brand identity theories emphasize the importance of consistency and clarity in communicating brand values and personality, so that audiences can easily recognize and develop an emotional connection with the brand. The relevance of brand identity is crucial as it helps build trust and loyalty in customers, influencing perception and purchase decisions.
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