Читать книгу Launching & Building a Brand For Dummies - Amy Will - Страница 90

Brand identity is the personality and physical manifestation of a brand that makes it recognizable in people’s minds. Think of it as your own identity — everything that defines you, such as your physical appearance; how you move, dress, and speak; your values, interests, knowledge, and skills; your personality; your purpose in life; and so on.

You’ll also encounter the term brand image. Brand identity refers to how you want people to perceive your brand. Brand image is more about how people actually perceive it. Defining your brand identity is the process of determining how you want people to perceive your brand.

Note that many people equate brand identity with the brand’s visual design elements, such as its logo, colors, and font. Not everyone experiences a brand visually, however. Some people experience it through the brand’s audio assets (such as a jingle), through its messaging, or through direct engagement. Visuals are just one way of expressing a brand’s identity.