What is brand identity

The brand identity represents the set of elements that the company wants to communicate to the customer: in practice, it is the image that represents the company. It differs from corporate identity, which is the instinctive perception that the consumer has of a particular brand and everything that surrounds it. 

There are several models of brand identity:

• The brand as product: the characteristics and attributes of the product;
• The brand as organization: includes associations for the organization's image;
• The brand as person: a set of characteristics and associations similar to those of human character attributed to the brand;
• The brand as a symbol: a set of symbols and communication codes that make the brand much more recognizable and easier to remember;
• The core identity: it is a collection of the most significant brands.

How to create a brand identity?

Before starting to create a brand identity, you need to ask yourself various questions and gradually find answers:

• What is the mission?
• Who is my target audience?
• What do I do better than the competition?
• What is my plan?
• How do I bring my brand to stable success?

After asking yourself these simple questions, start following key points to create a brand identity:

1. Enter the Mind of the Customer: This involves one or more meetings with the client to try and grasp everything that leads to the creation of this brand.
2. Gather Visual Information: once all information for the client's brand identity is collected, insert images, a list, drafts, in order to organize the brand identity visually.
3. Name and Logo Creation: The most complex but not impossible phase. The choice of name and logo design must be persuasive and flawless in the eyes of the client; it is advisable to conduct research to ensure that there are no similar trademarks in the same sector, and try to be original in choosing the name.
4. Defining the Strategy: once everything is ready, define your marketing strategy, what and how you want to communicate to the client.

Communicate your brand: after gathering all the necessary information, you can finally present your new brand to the public!