What Is Brand Identity?
Brand identity is the visible elements of a brand, such as color, design, and logo that identify and distinguish the brand in consumers’ minds. Building a positive brand image can bring in consistent sales and make product roll-outs more successful. Building a positive, cohesive brand image requires analyzing the company and its market, and determining the company’s goals, customers, and message. Beyond saving the company money on promotion, a successful brand can be one of the company’s most valuable assets. Brand value is intangible, making it difficult to quantify. Still, common approaches take into account the cost it would take to build a similar brand, the cost of royalties to use the brand name, and the cash flow of comparative unbranded businesses.