Brand identity is a vital aspect of a brand strategy.

It refers to the unique characteristics that influence a brand’s perceived personality, appearance, and behavior. A brand’s identity encompasses tangible and intangible elements, including its history, name, personality, and visual identity.

To understand brand identity, it helps to think about what comprises a person’s identity. Individuals are a combination of elements such as their name, origins, personality, values, beliefs, story, and physique. Brand identity works similarly.