What is Brand Identity?

Brand identity includes brand name, visual aesthetic and logo, tagline, design elements and product recognition. Brand identity is a separate category from brand image. Brand image deals more closely with organizational ethos, culture, and consumer perception of the brand’s reliability, functionality, etc. whereas brand identity connects the audience with brand recognition.

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What is Branding and Brand Strategy?

A brand is a company’s promise to deliver a specific set of features, benefits, services and experiences consistently to buyers. It can be understood as a set of perceptions a consumer has about the products of a particular organization. All branding decisions focus on the consumer, and these decision comprise an organization’s brand strategy. There are four pillars of brand strategy that brand decisions fall under, and these include brand positioning, brand name selection, brand sponsorship, and brand development.

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