Brand identity is the visible elements of a brand—such as name, logo, colours, typography, packaging, and voice—that identify and distinguish it in the minds of consumers. It is the external expression of a brand's values and personality.

Brand identity is distinct from brand image, which is how consumers perceive the brand. A coherent brand identity builds recognition, trust, and emotional connection. It is documented in brand guidelines that govern how the brand is presented across all touchpoints.

Key points

• Visible elements of a brand
• Includes logo, colours, voice, packaging
• Expresses brand values
• Distinct from brand image