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What is brand identity?

Definition: Brand identity refers to the visual and intangible elements of the brand that distinguish it from its competitors and make it easily recognizable to consumers. It consists of a logo, color palette, typography, tone of voice, messaging, values, mission, and vision.

The goal of brand identity is to create a consistent, cohesive, and memorable representation of a brand that resonates with consumers on an emotional level. A strong brand identity helps build trust, establish credibility, and foster loyalty among customers, ultimately contributing to the overall success of a business.

Building a recognizable brand identity is a strategic process involving research, planning, and consistency on all customer touchpoints.

Strong brand identity examples

Apple's brand identity is synonymous with minimalistic, sleek design, innovation, and high-quality products. Their logo in the shape of a stylized apple with a bite taken out of it and color palette dominated by white and gray are just some of the elements that reinforce the company's reputation for innovation and design excellence. 

Amazon built a strong brand identity as the world's largest online retailer, focusing on delivering a wide range of products and services quickly and efficiently.

Google's brand identity is represented by its iconic multicolored logo, which has remained essentially unchanged since the company's inception. The company's minimalist approach extends to its user interface, focusing on clean lines, straightforward typography, and uncluttered design.

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Article FAQs

What factors affect brand identity?
Brand identity is affected by various internal and external factors. Internal factors are: mission and values, company culture, brand strategy and management, and resources. External factors include market trends, competitors, target audience, regulations, and public perception.
What are the elements of brand identity?
Brand identity elements are logo, slogan, name, color palette, typography, messaging, imagery, and tone of voice.

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