The Language Of Branding: ‘Brand Identity’

Brad VanAuken The Blake ProjectMarch 15, 20083701 min

Brand Identity is a combination of visual, auditory, and other sensory components that create recognition, represent the brand promise, provide differentiation, create communications synergy, and are proprietary. Some marketers define brand identity more broadly to include most everything in a brand’s design: essence, promise, personality, and positioning. The more specific definition used in our blog reflects the most common usage of the term, especially by firms focused on the creation of brand identity standards and systems.

Names and nomenclature, logotypes, symbols and other graphic devices, distinctive shapes and colors, brand voice and visual style, sounds, jingles and other mnemonic devices, typography, theme lines or slogans, and characters that are uniquely associated with a brand are all components of a brand’s identity. Textures, scents, flavors, and other sensory elements also can be components of a brand’s identity.

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