Brand Identity
Also: Brand Expression
The visible and expressive elements of a brand, name, logo, colours, typography, voice, that make it recognisable.
Why it matters
Brand identity is how a brand strategy becomes tangible: the name, logo, colours, typography, imagery, and voice that people see and recognise. A coherent identity builds recognition and signals professionalism and consistency. It is the face of the brand across every touchpoint.
What good looks like
A strong identity is distinctive, consistent, and aligned with the brand strategy, recognisable across contexts. A generic or inconsistent identity dilutes recognition and undercuts trust.
Related terms
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