What is brand identity? Before we get to that let’s start off by looking at the brand and branding which create brand identity.

What is a Brand?

A brand is the “name, term, design, symbol, or any other feature that identifies one seller’s goods or service as distinct from those of other sellers,” according the American Marketing Association.

Your brand includes your company’s  name, logo, slogan etc. which are used in your company’s branding.

What is Branding?

Branding is the use of your brand elements on packaging, websites, stationary and other marketing materials to identify each as belonging to your brand.

So what is Brand Identity?

Your brand identity is the cohesive collection of branding elements that portray your company’s image and identity to the public in a consistent manner.

Cohesiveness and consistency are key in brand identity and where many brands fall short.

Your colors, logo  and other branding elements should be the same across different mediums.  Using one logo on a website and something completely different on your business cards is a BIG no-no.

Of course, using variations of the same item to fit the needs is completely OK.  What do I mean?

Take a look at our logo.  On the left is our standard company logo, on the right is a variation of it which can be used as a favicon or button logo. Though they are different sizes and formats, it is obvious that both represent the same brand.

Lulu Bee Marketing and Design Logo






Questions about branding and how you can get started? Contact us today!

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