brand identity
/ˈbrænd aɪˈdɛntɪti/ · brand·i·den·ti·ty
noun
- The set of visual, verbal, and experiential elements—such as name, logo, colour palette, typography, tone of voice and design style—that uniquely distinguish a company, product or service and convey its values and personality. The new coffee chain invested heavily in its brand identity, unveiling a sleek logo, earthy colour scheme, and friendly tone of voice across all its stores.
- A cohesive system of brand assets and guidelines used consistently across all media to reinforce recognition and trust. The agency delivered a comprehensive brand identity guide so that every advertisement would reflect the same look and feel.
Synonyms
brand imagebrand personalitybrand characterbrand essencevisual identitycorporate identitybrand signaturebrand presentation
Antonyms
Did you know? The term “brand identity” first appeared in print in the 1970s, but it was the 1990s tech boom that turned it into a staple of corporate strategy, with companies like Apple treating their identity as a core competitive asset.