Brand Identity
What is Brand Identity?
Brand identity refers to the essence of a brand, which works from the inside out and serves as a guiding anchor for the future. Traditionally, it encompasses the brand’s self-image and its unique characteristics (such as brand name, logo, slogan). Future-oriented brand identity also includes elements like the brand’s mission and vision, as well as its market positioning.
A brand identity can apply to individual product brands and/or a corporate brand.
Practical Examples of Brand Identities
Brands create identification and ensure recognition. The following examples show brand identities that are instantly recognizable due to their color schemes and distinct visual elements:
IKEA
Bosch
Coke
The brand identity captures the core message of a brand. Here are a few striking examples:
“To refresh the world.”
“Sheer Driving Pleasure.”
“Invented for life.”
Brand Identity vs. Brand Positioning
While brand identity is generally understood as the self-image or DNA of a brand or company, brand positioning – also known as the target positioning – defines the desired perception by the target audience and how the brand distinguishes itself from competitors. In our understanding, positioning is a component of identity (see image above).
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